NextensA journey into the cloud

Mireille Komen-Saurens & Hannah van den Berg

September 2015

RBI Integrated Marketing Summit 2015 - Nextens

What is Nextens?

Nextens started in 1984 as tax return software on a floppy disc and is now a future-proof online solution for tax professionals’ daily business.

Key elements:• Reliable tax return software and content• All customer data on 1 platform• Plug & play integration of other cloud solutions

RBI Integrated Marketing Summit 2015 - Nextens

Innovation

The ambition to optimally support our clients is only possible if we play a more central role in their workflow. We needed cloud technology to realise this.

1995

20081984 2014

Based on deep user insights: > 750 user interviews

Goals & Challenges

We are happy the way things are; why change?

Challenge:How to get conservative, cost-conscious fiscal professionals to change their way of working?

RBI Integrated Marketing Summit 2015 - Nextens

75% of all users in the cloud

2013 2014 2015 2016

Marketing Strategy

Connecting to the Customer Decision CyclePull marketing instead of Push marketing

RBI Integrated Marketing Summit 2015 - Nextens

Consideration

Decision

Action

Experience

EvaluationRecommenda

tion

Loyalty loop Engagem

ent

ActivationReach

Conversion

Knowledge Attitude

Behaviour

Awareness

Marketing approach

RBI Integrated Marketing Summit 2015 - Nextens

Campaign integration of the customer journeyAll steps in the customer journey are smoothly connected to each other

Offer your solution>> 5000 users in

Nextens

Converting to Cloud

• Make target group aware of problem

• Increasing brand awareness of Nextens as an online solution

Creating awarenes

s

Gain trust & enthusiasm for Nextens cloud

solutions

Onboarding &

support

7

Results so far

RBI Integrated Marketing Summit 2015 - Nextens

November 2014 – PRE-LAUNCH:

1,650 online users

September 2015:

2,700 online users

January 2016: 5,000 online

users

Current: > 360,000 tax returns sent in by Nextens onlineExpected in 2016:> 1,500,000 tax returns sent

Once the development of the online programs of Nextens started, I considered it an improvement of the current desktop software. When I started using it, it appeared to be even better!

8

How did we do this?

RBI Integrated Marketing Summit 2015 - Nextens

2014

2015

2013

2016

9

Awareness

RBI Integrated Marketing Summit 2015 - Nextens

Consideration & Conversion

RBI Integrated Marketing Summit 2015 - Nextens

Follow-up:TM-team for

conversion

Consideration: DM + EDM,

Personal touch

Engagement & Loyalty

RBI Integrated Marketing Summit 2015 - Nextens

Follow-up after conversion:• Free migration service• Quick-start manuals• Free interactive demo

webinars• Free training on the job • Gifts

Key Take-aways

RBI Integrated Marketing Summit 2015 - Nextens

Analyse your database, identify high potentials and adjust your marketing budget to the different

segments

Focus your message on the user’s

needs, not on your products USP’s

Once you convinced your client to buy your product/service, also make the effort to keep

him

Start with data-analysis and segmentation

Full focus on your client Importance of service and engagement

Thank you!

RBI Integrated Marketing Summit 2015 - Nextens