les secrets du marketing de l’engagement
TRANSCRIPT
Les Secrets du Marketing de l’Engagement 2 février 2016
SYLVAIN DAVRIL @sdavril
sylvaindavril
Head of Innovation & Marketing
CEO
SunTseu
Digital marketing & CRM
expert – 15 years of
experience
Marketo Partner
PA R I S & M O N T P E L L I E R
1 6 Y E A R S O F E X P E R T I S E
S I N C E A P R I L 1 9 9 9
+ 5 0 0 0 0 D AY S O F M A R K E T I N G , S A L E S ,
C U S T O M E R S E R V I C E A N D
I T P R O J E C T S
C U S T O M E R
E X P E R I E N C E C O M PA N Y
+100 CLIENTS
S U N T S E U I N S H O R T
02/04/2015
Sylvain Davril Head of Innovation & Marketing
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CUSTOMER EXPERIENCE &
ENGAGEMENT MARKETING
© 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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Media brand
& Inbound
Marketing
« Smart »
Outbound
Marketing
Marketing
Automation
A SUCCESSFUL MARKETING STRATEGY…
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. . .THAT BUILDS ENGAGEMENT
NEW RULES OF DIGITAL MARKETING
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This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
© Photo by Stephan Roehl on FlickR
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
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 INBOUND MARKETING
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This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
INBOUND MARKETING
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 SMART OUTBOUND MARKETING
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Ciblage des leads Envoi de l’invitation Mail de remerciements et push du blog SunTseu
Envoi de l’invitation
Event
Quand le lead accepte l’invitation, envoi d’un mail
de remerciements et de push vers le blog au bout
de 24h. Il entre dans le scoring.
Si acceptée Si visite du blog
Flux de campagne
① Ciblage via IKO ② Invitation via
Linkedin ③ Mail remeciements
et push du blog ④ Mail d’adhésion au
nurturing ⑤ Nurturing
Mail nurturing 01 Mail nurturing 02
Mail nurturing 03 Mail nurturing 04
PROGRAMME DE NURTURING
Si le lead est allé visiter le blog, il est inclus dans le nurturing. Envoi
d’une notification (qu’il peut refuser)
Le lead est maintenant considéré comme très
chaud
ENGAGEMENT
PROGRAM
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
THE PROMISE
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THE PROMISE MARKETING MATURITY
JOURNEY
Conversion Rate
1 I N 2 2 1
4 M O D E L S
From outbound marketing
to ongoing nurturing of
inbound leads.
T R A D I T I O N A L
M A R K E T I N G
D E M A N D
G E N E R AT I O N
I N T E G R AT E D
M A R K E T I N G
R E V E N U E
P E R F O R M A N C E
M A R K E T I N G
Leverage automated
email of direct mail
communications to stay
in touch with customers
Enable business users to
create content, manage
campaigns, and events
CRM integration
Lead scoring practices
Up sell / Cross sell
Optimization
Embrace multi channel
program delivery
Marketing campaigns
ROI automated
calculation
Lead scoring and
nurturing
Alignment between sales
and marketing
Integration to 3rd party
system
Improve business results
through continuous
optimization of sales and
marketing resources
Conversion Rate
1 I N 6 6
Conversion Rate
1 I N 5 3
Conversion Rate
1 I N 2 0
WHO ARE WE ?
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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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