customer experience & inbound...
TRANSCRIPT
02/04/2015
Sylvain Davril Head of Innovation & Marketing
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CUSTOMER EXPERIENCE &
INBOUND MARKETING
Salon e -Marke t ing de Par is 2015
s tand G14 – H13
SYLVAIN DAVRIL @sdavril
sylvaindavril
Head of Innovation & Marketing
CEO
SunTseu
Digital marketing & CRM
expert – 15 years of
experience
Marketo Partner
© Photo by a4gpa on FlickR
CUSTOMER EXPERIENCE: THE “WOW” EFFECT
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WHY CUSTOMER EXPERIENCE IS
IMPORTANT?
Customer satisfaction: +20%
Income: +10% à 15%
Costs reduction: -15% à 20%
Employees engagement: +20% à 30%
Source McKinsey 2014
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© Financial Times Photos
MARKETING TAKES THE LEAD
and is perceived more and more as a Profit Centre
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T R U S T
L O N G - T E R M &
P E R S O N A L I Z E D
C O N V E R S AT I O N
= E N G A G E D
C U S T O M E R I N B O U N D
E F F O R T L E S S
C U S T O M E R
J O U R N E Y
S O C I A L
D I G I TAL
O M N I
C H A N N E L
D ATA R E L E V A N C E
CUSTOMER EXPERIENCE: A DELICATE ALCHEMY
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BUILD A LONG TERM PERSONALIZED CONVERSATION…
…THAT DRIVES ENGAGEMENT
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C O N T E N T M A R K E T I N G B E H AV I O R A L
TA R G E T I N G
R E A L T I M E
I N T E R A C T I O N S O N
T H E W E B S I T E
CHANGE YOUR POINT OF VIEW
From “traditional” outbound marketing to a mix of
engagement marketing and “smart” outbound
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A U T O M AT I O N
Media brand
& Inbound
Marketing
« Smart »
Outbound
Marketing
Marketing
Automation
A SUCCESSFUL MARKETING STRATEGY…
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. . .THAT BUILDS ENGAGEMENT
LET’S FOCUS ON
INBOUND MARKETING &
MEDIA BRAND
Sylvain Davril Head of Innovation & Marketing
02/04/2015
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GIVE TO RECEIVE
Implementing engagement marketing requires a
change in your outlook:
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© Photo from automobile-propre.com
I T I S U S E L E S S T O H A V E A G O O D C A R T O R U N A R A C E I F Y O U D O N ’ T
H A V E F U E L
PREREQUISITES
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O F F E R S B U Y E R
P E R S O N A E
C U S T O M E R
J O U R N E Y
P I T C H
E D I T O R I A L
C A L E N D A R
C O N T E N T
Per buyer persona
Per buyer persona Per buyer persona
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T H E B E S T W A Y T O W I N A R A C E I S P R E P A R A T I O N & S T R A T E G Y
PROCESS ENGAGEMENT MARKETING
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Content
production
- Publication -
Blog /Website
Social Media
- Amplification -
Employees/
Partners
SEM / PPC
SEO
- Sparking interest-
High value contents
- Lead conversion-
Landing page &
Form
Identification
and Nurturing
Personalized
Newsletters
Targeting
Listening and KPI
monitoring
- First digital
impression -
Reading the blog
- Transfer to the Sales team
-
Sales Contact
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CONCLUSION
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First and foremost
Start by hand, try things out.
Content creation is more
important than marketing
automation.
It’s not as hard as it looks,
technologies facilitate the
process.
It’s okay to make mistakes,
things don’t usually work out
after the first trial.
Iterative method instead of
the usual long project that has
lost relevance by the end.
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WHO ARE WE ?
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This was an extract of the presentation done by Sylvain Davril during the eMarketing fair 2015 The full presentation is here : http://marketing.suntseu.com/Introduction_Customer_Experience_Inbound_Marketing.html
CONTACT US
Société: SunTseu
Adresse: 22 Boulevard de Stalingrad
92320 Châtillon
Téléphone: 01 80 41 00 31
Fax: 01 80 41 00 32
E-mail: [email protected]
Site: www.suntseu.com
Customer eXperience company
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