Reset your agenda B2B marketing forum presentation 2014 by Arthur Simonetti

Reset your agenda!Explore, Engage and Excite

B2B Marketing Forum

Arthur Simonetti

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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty

Customer Decision Journey (CDJ)

DMU

Networks

Customer

Loyalty

Persona

Page

Customer

Loyalty

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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty

Customer Decision Journey (CDJ)

DMU

Networks

Persona

43%91%

70%

Page

Loyalty

3

• Explore (Data)

• Engage (Conversations)

• Excite (Orchestration)

Customer Centricity

Global societal trends drive DSM’s markets

Population growth

Wealth

Resources constraints

Sustainability

UrbanizationHealthcare costs Energy security

Food security

Aging population

MaterialsNutritionHealth

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Global shiftsHealth & WellnessHealth & Wellness Climate & Energy

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Latin America: *

~1,000 employees

North America:

~5,000 employees

Europe:

~13,000 employees

China:

~3,500 employees

India:

~500 employees

Key figures

5

Net sales (x billion) EBITDA (x billion)

Net profit (x million)

WorkforceNumber of nationalities

€9,6 €1,3

€271

83 24000

Explo

reData

Collect and Analyze

internal and external

Data on behavior

to build 3600 view

on our customer

Share & Transparency

Harmonized to Build

Dashboards

Decisions

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DSM in Food Speak the language

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Approach

• Created new site/page structure for the web

pages

• Rewrote & revised all the content on the website

with taking SEO into account:

– SEO optimized content

– Implement correct key words

– New visuals

– Implement correct alt texts

– Internal crosslinks set-up

• Search engine marketing training provided for all

marketers and communication department

Stats:

• > 100 webpages changed

• > 110% increase in organic traffic

• 50% more visits (Aug compared to Jan)

• 39% more page views (Aug compared to Jan)

• > 30% increase in contact form visited

• > 11 % increase in downloads

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DSM in Nutrition3600 view on customers

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Stats:

• > 2500 sales professionals will be on boarded end of 2014

• Pipeline accuracy increased from 60% to 90%

• Sales effectiveness increased; Quality of visits and Success

rate of projects

• Sales efficiency; 5-10% more customer facing time

Approach:• Implement Best Practice sales approach

• create one shared view on the customer enabled by CRM

• Anywhere anytime access

• Shared information across people & teams on all levels on

opportunities and customer interactions

• Automated, aggregated reporting

Engage

Connect

Know where your customer hang

out and become part

of the conversation

Be(come) a trusted source

Have something relevant

to tell

Content

Stats:

• > 636 qualified leads

• Already used on >5 tradeshows

worldwide

• 35 videos created for the app

• 32 PDFs created for the app

DSM in Engineering PlasticsImprove the sales conversation

DSM in BiomedicalImprove the sales conversation

Stats:

• > 12,000 DSM ANH mentions on social media

• 2,300 tweets and 594 followers on ANH Twitter channel

• 9 active social media champions

• More than 100 photo’s / videos

Comp 1 Comp 2 Comp 3 Comp 4 DSMSocial

mention

score 6% 1% 1% 4% 5%

DSM in Animal Nutrition Improve the sales conversation

Approach:• Target groups and needs identified

• Content creation process established

• Social listening in animal feed markets installed

• ANH Twitter channel started

• Internal social media champions and other stakeholders trained

• Dash boarding and analytics set up

Excit

e IntegrateCreate the WOW

of recognition

Reinforcement

Our brand should stand out

Orchestrate

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Landing page

Event page Narrow Casting AppE-mail invite

Booth at Milipol

Launch Ceremony

Trade Media Social Media

Website licensee

Face to face

Uniform customer experienceacross online and offline

channels

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Loyalty

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• Explore (Data)

• Engage (Conversations)

• Excite (Orchestration)

Customer Centricity

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The Customer Centricity professional

should drive the “Digital Transformation” to

capture the value of the customer!

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THANKSFOR YOUR ATTENTION!