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

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

This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance

CUSTOMER EXPERIENCE &

ENGAGEMENT MARKETING

© Photo by a4gpa on FlickR

CUSTOMER EXPERIENCE: THE “WOW” EFFECT


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


© Financial Times Photos

MARKETING TAKES THE LEAD

and is perceived more and more as a Profit Centre


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


BUILD A LONG TERM PERSONALIZED CONVERSATION…

…THAT DRIVES ENGAGEMENT


Media brand

& Inbound

Marketing

« Smart »

Outbound

Marketing

Marketing

Automation

A SUCCESSFUL MARKETING STRATEGY…


. . .THAT BUILDS ENGAGEMENT

NEW RULES OF DIGITAL MARKETING



© Photo by Stephan Roehl on FlickR





GIVE TO RECEIVE

Implementing engagement marketing requires a

change in your outlook:


© 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


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


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



INBOUND MARKETING


PROCESS SMART OUTBOUND MARKETING


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


THE PROMISE


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 ?


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
