Reset your agenda B2B marketing forum presentation 2014 by Arthur Simonetti
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Reset your agenda! Explore, Engage and Excite B2B Marketing Forum Arthur Simonetti
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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 of Reset your agenda B2B marketing forum presentation 2014 by Arthur Simonetti
Reset your agenda!Explore, Engage and Excite
B2B Marketing Forum
Arthur Simonetti
PagePage 1
The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Customer
Loyalty
Persona
Page
Customer
Loyalty
Page 2
The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Persona
43%91%
70%
Page
Loyalty
3
• Explore (Data)
• Engage (Conversations)
• Excite (Orchestration)
Customer Centricity
Global societal trends drive DSM’s markets
Population growth
Wealth
Resources constraints
Sustainability
UrbanizationHealthcare costs Energy security
Food security
Aging population
MaterialsNutritionHealth
Page 4
Global shiftsHealth & WellnessHealth & Wellness Climate & Energy
Page
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
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
Page
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
Page
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
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
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
DSM in BiomedicalImprove the sales conversation
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
Excit
e IntegrateCreate the WOW
of recognition
Reinforcement
Our brand should stand out
Orchestrate
Page 14
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
Page
Loyalty
15
• Explore (Data)
• Engage (Conversations)
• Excite (Orchestration)
Customer Centricity
Page 16
The Customer Centricity professional
should drive the “Digital Transformation” to
capture the value of the customer!
Page 17
THANKSFOR YOUR ATTENTION!
