Integrated Marketing - Get the always-on, integrated marketing machine to drive your business...
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Integrated Marketing Get the always-on, integrated marketing machine to drive your business forward Alexandre Vandermeersch Digital Marketing show presentation November 19 2014
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Presentation by Alexandre Vandermeersch, Odoo, delivered at the Digital Marketing Show 2014.
Transcript of Integrated Marketing - Get the always-on, integrated marketing machine to drive your business...
Integrated MarketingGet the always-on, integrated marketing machine to drive your
business forward
Alexandre Vandermeersch
Digital Marketing show presentation
November 19 2014
About Odoo (ex- OpenERP)
o #1 Open Source Business Applications suite
o Integrated busines apps, from
CMS/Ecommerce, Survey, Events, Mass
Mailings to CRM, Billing, Accounting,…
o 2,000,000 users
o 550+ partners
Who am I – CMO @ Odoo
P&G - IT
Business
Consultant
(McK)
SME Manager
Computer
Science
Engineering
@alexvdm
MBAJava/ C++
(deprecated)
Autoexec.bat
(obsolete)
What do you need today?
"
"Forrester & Gartner
By 2020, 80% of the buying
process will be done without
any human-to-human
interaction
It’s happening
It’s no longer about just getting
your brand out there
o Picture
So, should we shout louder ?
The old vs new world
The old marketing The new marketing
Campaigns Always-on
Art Science
Few Big bets Many Small bets
2 skills Many skills
Spray & pray Hyper targeted
Manage the funnel Address the decision journey
Thanks, how do we get there?
Optimize the customer journey in a
world where the buyer is in control
Which means we don’t mess up with
him/her
(Mostly) Non
commercial
touch points
Commercial
touch points
Service,
commercial
& non
commercial
touch points
Example: Non commercial content
marketing
Business Hacks blog on our site
Tips – great non commercial content
marketing
o Identify your buyers personaes, their problems or
aspirations and their typical behavior (when buying /
non buying; offline/online)
o Find an editorial line not too crowded – you are
starting up a media!
o Make it unique, personal, diverse formats, with the
right tone of voice
o Be patient but gently aggressive (build a subscriber
base, not a funnel) – payoff is 12 to 18 months
4 things to get right
1 Right objectives & KPIs
2 Right « positionning’s »
3 Right process
4 Right people
Don’t overinvest in: campaigns, agencies, channel choices, branding,…
1. Your objectives
o The objective of Always-on marketing is not to
make sales…
o …But to get progress in the buyer journey:
o More buyers including the brand in the ICS
o More buyers finding the brand when evaluating
(even if not in ICS)
o More buyers evaluating the brand positively
o More buyers….buying the brand
o And the first step is to know who your buyers
are
1. Your objectives
o More buyers including the
brand in the ICS (Initial
Consideration Set)
o More buyers finding the brand
when evaluating (even if not in
ICS)
o More buyers evaluating the
brand positively
o More buyers….buying the
brand
o Non-commercial content
marketing (inbound)
o Outbound (tele)marketing
o Display ads,…
o Offline campaigns
o SEO / SEA
o Trade shows
o Website user experience
o Lead nurturing
o Events/ Webinars
o Retargeting
o Commercial content marketing
o Promotions,…
o Re-activation campaigns
Event Example: Odoo Days
o Biggest Open Days
ever
o 2000 people, 3 days
o Direct Business
impact
1. Your KPIs (example)
o More buyers including the
brand in the ICS
o More buyers finding the brand
when evaluating (even if not in
ICS)
o More buyers evaluating the
brand positively
o More buyers….buying the
brand
o Awareness with buyers (%)
o SEO tracking (e.g SEO profiler)
o Trade show leads
o % conversion visitor/lead on
Website
o % financial offers/leads
o % win on offers
Follow the journey
Google campaigns
Emarketing campaigns
Other campaigns
(events, surveys,…)
Shop visits
ROI per campaign
Personalized campaigns
Integrated System : CRM
with Tracking, Emarketing,..
WWW
2. You don’t need 1 positionning
o Picture
Don’t rely on a single trick
2. You don’t need 1 positionning
o Digital & offline channels are diverse… and can be targeted
o It’s like a ‘salmon trap’ – start by getting the positioning the
buyer wants to hear (but stay close to what you do…)
o Then get him to where you want him to be
o Remember, it’s a journey, not a funnel – it’s not just a
probability game, but an influence game
2. Don’t be TOO honest
o ‘Request a demo’
-> Get a qualifying call
o ‘HR Software’
-> Recruiting software
o Content marketing
-> Get awareness of
your brand (today)
3. The right process
3. The right process
Think
Do
Measure
Kill/ Expand/ Adjust
4. The right people
o ‘Digital natives’
o Autonomy / project ownership
o Evolution / Coaching
o Externally focused / journalist mindset
o Mix of ‘event’ practical people and copy/content people
o Creativity is a process, not a skill
+ Yes, some campaigns
Odoo
+32 (0) 2 290 34 90
www.odoo.com
R&D and services office
Chaussée de Namur 40
B-1367 Grand Rosière
Sales office
Avenue Van Nieuwenhuyse 5
B-1160 Brussels
Thank You
Send your input at [email protected]
