Petit Déjeuner SunTseu & Marketo - Le Marketing de l'Engagement et la Customer eXperience
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Petit Déjeuner SunTseu & Marketo - Le Marketing de l'Engagement et la Customer eXperience
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Pour continuer ce petit déjeuner sous le signe de l'engagement du 2 Février 2016, Sylvain Davril, Directeur Innovation et Marketing de SunTseu, présente sa vision de la Customer eXperience et du Marketing de l'Engagement.
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Petit Déjeuner SunTseu & Marketo - Le Marketing de l'Engagement et la Customer eXperience
- 1. Les Secrets du Marketing de l’Engagement 2 février 2016
- 2. SYLVAIN DAVRIL @sdavril sylvaindavril Head of Innovation & Marketing CEO SunTseu Digital marketing & CRM expert – 15 years of experience Marketo Partner
- 3. 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 + 50 000 D AYS 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
- 4. 02/04/2015 Sylvain Davril Head of Innovation & Marketing This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance CUSTOMER EXPERIENCE & ENGAGEMENT MARKETING
- 5. © Photo by a4gpa on FlickR CUSTOMER EXPERIENCE: THE “WOW” EFFECT This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 6. 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 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 7. © Financial Times Photos MARKETING TAKES THE LEAD and is perceived more and more as a Profit Centre This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 8. 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 RI 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 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 9. BUILD A LONG TERM PERSONALIZED CONVERSATION… …THAT DRIVES ENGAGEMENT This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 10. Media brand & Inbound Marketing « Smart » Outbound Marketing Marketing Automation A SUCCESSFUL MARKETING STRATEGY… This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance ...THAT BUILDS ENGAGEMENT
- 11. NEW RULES OF DIGITAL MARKETING This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 12. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 13. © Photo by Stephan Roehl on FlickR This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 14. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 15. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 16. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 17. GIVE TO RECEIVE Implementing engagement marketing requires a change in your outlook: This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 18. © 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 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 19. 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 HE 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 personaPer buyer persona This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 20. 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 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 21. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance INBOUND MARKETING
- 22. 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 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 23. 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
- 24. 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 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 25. THE PROMISE MARKETING MATURITY JOURNEY Conversion Rate 1 I N 2 2 1 4 MODEL 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
- 26. WHO ARE WE ? This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
- 27. 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: info@suntseu.com Site: www.suntseu.com Customer eXperience company This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance