Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
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...
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 ...
02/04/2015
Sylvain Davril
Head of Innovation & Marketing
This document is the propriety of SunTseu – strictly confidential...
© Photo by a4gpa on FlickR
CUSTOMER EXPERIENCE:
THE “WOW” EFFECT
This document is the propriety of SunTseu – strictly conf...
WHY CUSTOMER
EXPERIENCE IS
IMPORTANT?
Customer satisfaction: +20%
Income: +10% à 15%
Costs reduction: -15% à 20%
Employees...
© Financial Times Photos
MARKETING TAKES THE LEAD
and is perceived more and more as a Profit Centre
This document is the p...
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
...
BUILD A LONG TERM PERSONALIZED
CONVERSATION…
…THAT DRIVES ENGAGEMENT
This document is the propriety of SunTseu – strictly ...
Media brand
& Inbound
Marketing
« Smart »
Outbound
Marketing
Marketing
Automation
A SUCCESSFUL MARKETING
STRATEGY…
This do...
NEW RULES OF DIGITAL
MARKETING
This document is the propriety of SunTseu – strictly confidential – cannot be shared withou...
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 wi...
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:
This document is the propriety of Sun...
© 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 ’...
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 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 documen...
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
INB...
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 ...
Ciblage des leads Envoi de l’invitation Mail de remerciements
et push du blog SunTseu
Envoi de l’invitation
Event
Quand le...
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 propr...
THE PROMISE
MARKETING MATURITY
JOURNEY
Conversion Rate
1 I N 2 2 1
4 MODEL S
From outbound marketing
to ongoing nurturing ...
WHO ARE WE ?
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu a...
CONTACT US
Société: SunTseu
Adresse: 22 Boulevard de Stalingrad
92320 Châtillon
Téléphone: 01 80 41 00 31
Fax: 01 80 41 00...
Prochain SlideShare
Chargement dans…5
×

Petit Déjeuner SunTseu & Marketo - Le Marketing de l'Engagement et la Customer eXperience

1 090 vues

Publié le

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.

Publié dans : Marketing
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Petit Déjeuner SunTseu & Marketo - Le Marketing de l'Engagement et la Customer eXperience

  1. 1. Les Secrets du Marketing de l’Engagement 2 février 2016
  2. 2. SYLVAIN DAVRIL @sdavril sylvaindavril Head of Innovation & Marketing CEO SunTseu Digital marketing & CRM expert – 15 years of experience Marketo Partner
  3. 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. 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. 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. 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. 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. 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. 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. 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. 11. NEW RULES OF DIGITAL MARKETING This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  12. 12. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  13. 13. © Photo by Stephan Roehl on FlickR This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  14. 14. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  15. 15. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  16. 16. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  17. 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. 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. 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. 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. 21. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance INBOUND MARKETING
  22. 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. 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. 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. 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. 26. WHO ARE WE ? This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  27. 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

×