We are all consumers!

Henk Jan Gerzee

Elsevier

World Leader in Digital Information Solutions

Published over

330,000 articles in 2013

Founded over

130 years ago

Work with over

30 million Scientists, students, health &

information professionals

Employ over

7,000 employees in 24 countries

Received over

1 million

submissions in 2013

Elsevier eBooks, Online

Journals, Databases

Publishes over

2,200 online

journals & over

26,000 books (e +

print)

SOLUTIONS

Over the last

50 years the majority of Noble Laureates

have published

with Elsevier

Elsevier

R+D Solutions

Elsevier

Clinical Solutions

Helps corporate

researchers, R+D

professionals, and

engineers improve how

they interact with, share,

and apply information to

solve problems using

our digital workflow

tools, analytics, and

data

Provides universities,

governments, and

research institutions with

the resources and

insights to improve

institutional research

strategy, management,

and performance.

Elsevier

Education

Helps medical

professionals apply

trusted data and

sophisticated tools to

make better clinical

decisions, deliver better

care, and produce

better healthcare

outcomes.

Helps educate

highly-skilled,

effective healthcare

professionals,

using the most

advanced

pedagogical tools

and reference

works.

Elsevier

Research

Intelligence

CONTENT C

AP

AB

ILIT

IES

P

LA

TF

OR

MS

How our customers looked at Elsevier

Meanwhile @ Elsevier: Siloed efforts causing

customer confusion and driving inefficiencies,

impacting revenues and customer satisfaction

Names Division

Sciencedirect.com S&T

Elsevierdirect.com S&T

Webshop.Elsevier.com STM

Elsevier.com OOC Elsevier

Eselect.elsevier.com S&T Sales

Elsevier.vitalsource.com S&T

Focalpress.com S&T

myElsevier.com S&T

Syngress.com S&T

Cimastudy.com S&T

Store.elsevier.com Elsevier

Elsevier-masson.fr HS

Eu.elsevierhealth.com HS

US.elsevierhealth.com HS

Elsevierhealth.co.uk HS

Elsevierhealth.com.au HS

Asia.elsevierhealth.com HS

Elsevier.de HS

Elsevier.es HS

Elsevier.it HS

Elsevier.pl and more HS

www.elsevier.de www.elsevier.com elsevierjapan.com

How customer looked at Elsevier

In 2012, we sent 6 or more emails per week to over 1 millions email addresses

We sent Nicole in June 13, 17 messages, from 11 different senders and 8 brands

We addressed Nicole in 5 different ways

Nicole clicked on only 2 messages

5

What ‘s Happening Now?

67% of the buyer’s journey is now online

Power of Inbound

Marketing is taking the first sales call

Timely and Relevant information is key

Across all channels and devices

Who is the new authority?

Changing B-to-B Buyer Behavior

SiriusPerspective: B-to-B buyers are engaging with sellers later in the buying process forcing marketing and sellers to adjust their roles.

8 15

Point of Prospect

Intersection with

Rep

①Loosening of the Status

Quo

Vendor

Selection

Phase

Solution

Phase

Education

Phase ②Committing to Change

③Exploring Possible

Solutions

④Committing to a

Solution

⑤Justifying the Decision

⑥Making the Selection

Marketing

Sales

Marketing

Is Taking The

First Sales

Call

Sirius consultancy: Marketing’s Response to the Evolving Buyer’s Journey

Lead the way: Deliver customer experience excellence

Customer objectives

1.Move towards customer focus

a.Develop a cross touch point

consistent and integrated

customer experience

b.Increase retention, and maximize

customer value and engagement

by following the path of an

integrated contact strategy

c.Offer relevant & personalized

content, product & services based

on insights coming from static

and/or behavioral data

2.Leverage technology and data to

strengthen customer relationships,

support inflow of quality content,

reduce service costs and, increase

commercial opportunities

3.Structure our activities and

organization in the most effective

way to share investment and to

deliver and capture value from our

customers B2C / B2B

Relationship hub

Social Media

Customer

Insights

B2C / B2B B2C / B2B

Marketing

Programs

eCommerce and

eService

B2C / B2B B2C / B2B

Sales

enablement

ONE Marketing

database and

ONE Analytics

CRM Siebel ONE call

ONE Elsevier.com

Te

chn

olo

gy c

onso

lidatio

n

One MAP

ONE Solution for Marketing Automation

Our marketing automation landscape

10

One solution is the answer to solve inefficiencies & barriers caused by current fragmented infrastructure:

• Fragmented customer journey and data

• Difficult to comply with data protection legislation

• Duplication of efforts

• Limited sharing of best practices and investment

• Limits the ability for building true digital marketing competence

Through marketing automation Elsevier will benefit from higher levels of performance through:

• Implementation of key shared services that will increase marketing efficiency and stimulate the sharing of best practices

• Adoption of a marketing framework and governance of programs focused around the customer journey.

20

13

2

01

4

20

15

Realizing Customer experience improvements: Connect the dots

11

Field Marketing

Product Marketing

Sales Support

Customer Service

Customer Engagement

Customer Experience Team

Business Development

Sales Marketing Communication

CRM Team

Institutional customers: Improving the post purchase experience

Sales into the lab

Enablers

Stages in custom

er marketing

O

rganizational

changes

2014 Focus on ONE MAP completion

2015 onwards Realize customer centricity

Customer value management | first crawl, then walk, then run

Traditional marketing

• Enable business users to create content, manage campaigns within strict branding guidelines and basic contact rules.

• Automate e-mail communication.

Demand generation

• Basic Customer segmentation

• Enterprise business rules around contact pressure and campaign priority.

Integrated Pipeline

• Marketing programs structured around the customer lifecycle.

• Strategic and Tactical segmentation (on CLV and propensity to buy, churn risk, usage)

• Marketing’s contribution to pipeline formalized

Revenue performance management

• Improve business results through continuous analysis and optimization of sales and marketing resources.

Cross touch point integration

• Customer behaviour and data, feed and trigger activities and programs and campaigns in all channels

ONE MAP

ONE Marketing Database

Customer marketing remains in BU’s during ONE MAP build.

Governance set-up between central team

and BU’s. New central role: Director Customer

Marketing

Customer Value management becomes

glocal responsibility

New structure created to drive change

towards customer centricity

Customer centric marketing

CMDM

HPCC

ONE Elsevier

Elsevier’s digital transformation results

Business

Stronger brand

Increased awareness

Increased revenues

Technology

Single systems for core capabilities

Reduced technology cost

Faster time to market

Organisation

Core teams

Glocal organisation

Increased level of CX competences

tekst

Thank you