Les secrets du marketing de l’engagement

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

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

Les secrets du marketing de l’engagement

Les secrets du marketing de l’engagement

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