reset your agenda b2b marketing forum presentation 2014 by arthur simonetti
DESCRIPTION
Presentation at B2B marketing froum 2014. The ultimate goal of the marketing & sales professional is to create Customer Loyalty. The focus therefore should be on Explore, Engage and Excite. THis should be the NEW AGENDA of the Customer centricity professional.TRANSCRIPT
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Reset your agenda!Explore, Engage and Excite
B2B Marketing Forum
Arthur Simonetti
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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Customer
Loyalty
Persona
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Customer
Loyalty
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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Persona
43%91%
70%
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Loyalty
3
• Explore (Data)
• Engage (Conversations)
• Excite (Orchestration)
Customer Centricity
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Global societal trends drive DSM’s markets
Population growth
Wealth
Resources constraints
Sustainability
UrbanizationHealthcare costs Energy security
Food security
Aging population
MaterialsNutritionHealth
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Global shiftsHealth & WellnessHealth & Wellness Climate & Energy
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Latin America: *
~1,000 employees
North America:
~5,000 employees
Europe:
~13,000 employees
China:
~3,500 employees
India:
~500 employees
Key figures
5
Net sales (x billion) EBITDA (x billion)
Net profit (x million)
WorkforceNumber of nationalities
€9,6 €1,3
€271
83 24000
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Explo
reData
Collect and Analyze
internal and external
Data on behavior
to build 3600 view
on our customer
Share & Transparency
Harmonized to Build
Dashboards
Decisions
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DSM in Food Speak the language
7
Approach
• Created new site/page structure for the web
pages
• Rewrote & revised all the content on the website
with taking SEO into account:
– SEO optimized content
– Implement correct key words
– New visuals
– Implement correct alt texts
– Internal crosslinks set-up
• Search engine marketing training provided for all
marketers and communication department
Stats:
• > 100 webpages changed
• > 110% increase in organic traffic
• 50% more visits (Aug compared to Jan)
• 39% more page views (Aug compared to Jan)
• > 30% increase in contact form visited
• > 11 % increase in downloads
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DSM in Nutrition3600 view on customers
8
Stats:
• > 2500 sales professionals will be on boarded end of 2014
• Pipeline accuracy increased from 60% to 90%
• Sales effectiveness increased; Quality of visits and Success
rate of projects
• Sales efficiency; 5-10% more customer facing time
Approach:• Implement Best Practice sales approach
• create one shared view on the customer enabled by CRM
• Anywhere anytime access
• Shared information across people & teams on all levels on
opportunities and customer interactions
• Automated, aggregated reporting
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Engage
Connect
Know where your customer hang
out and become part
of the conversation
Be(come) a trusted source
Have something relevant
to tell
Content
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Stats:
• > 636 qualified leads
• Already used on >5 tradeshows
worldwide
• 35 videos created for the app
• 32 PDFs created for the app
DSM in Engineering PlasticsImprove the sales conversation
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DSM in BiomedicalImprove the sales conversation
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Stats:
• > 12,000 DSM ANH mentions on social media
• 2,300 tweets and 594 followers on ANH Twitter channel
• 9 active social media champions
• More than 100 photo’s / videos
Comp 1 Comp 2 Comp 3 Comp 4 DSMSocial
mention
score 6% 1% 1% 4% 5%
DSM in Animal Nutrition Improve the sales conversation
Approach:• Target groups and needs identified
• Content creation process established
• Social listening in animal feed markets installed
• ANH Twitter channel started
• Internal social media champions and other stakeholders trained
• Dash boarding and analytics set up
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Excit
e IntegrateCreate the WOW
of recognition
Reinforcement
Our brand should stand out
Orchestrate
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Landing page
Event page Narrow Casting AppE-mail invite
Booth at Milipol
Launch Ceremony
Trade Media Social Media
Website licensee
Face to face
Uniform customer experienceacross online and offline
channels
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Loyalty
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• Explore (Data)
• Engage (Conversations)
• Excite (Orchestration)
Customer Centricity
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The Customer Centricity professional
should drive the “Digital Transformation” to
capture the value of the customer!
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THANKSFOR YOUR ATTENTION!
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