Daniël Vonken, Group Marketing Director

March 2016

10 M€ within 3 years!

Results

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Investments

€ 70.000

€ 15.000€ 150.000

Initial set up

costs

Annual spend

Annual staffing

costs

“A business that is now

continuously hunting

instead of just farming.” ROI = 612%1

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SQL Value (€) #Leads

Mindset

2010-0272010-027

5

Commercial transformation

Approach

• momentum – 6 months

•high potential all round marketeers

• Introduced 1 FTE of E-marketing

• 1 group marketing - act local

•heterogeneous team - Esquire

Reorganise

marketing

team

2012

7

• Pilot

• Buyer Persona DMU

• Content mapping and creation

• marketing automation software

• Sales reps involved

• Content marketing strategy + traditional

Set the scene

and prepare

2013

Increase

learning

curve

2014

Approach

• Roll-out to all other countries and markets

• Leveraging existing customer databases

• Increase quantity and quality of content

8

Capitalize

2015• Maximise knowledge sharing

• New website as linking pin

• Higher cross channelling approach

Lessons learned

1Stick to your strategy

Needed to remind organisation that

was “screaming” for leads “now” on

a monthly basis that we were

heading for a sustainable long term

business contribution. Such a

transformation process needs 2-3

years. Persistency and

determination is key.

2Buy-in and support from

CEORight from the first concept this buy

in was an essential element in

securing long term thinking

3Do not underestimate

what is needed to create

content

We highly underestimated what is

needed to create quality and

quantity content in a market that we

were not experts in (yet). Content

curation was a welcome solution to

boost our learning curve

4Adapt pace to the sales

organisationIn 2014 we were running to fast for

our organisation, loosing the

connection to sales. Our customers

were better educated and prepared

than own sales based on content

provided. Essential was to adapt

the pace to what our sales

organisation could handle.

5Research on Software

In hindsight insufficient research on

marketing automation software.

Focus was on strategy and

process. Today we are switching to

a new marketing automation that

enables full integration with our

CRM. More insights on software

requirements early on would have

saved us time in later stage.

6Facilitate in knowledge

sharingPutting the dot on the horizon and

having 1 international marketing

team that is being facilitated in

knowledge sharing is key. This truly

was and is a team effort

7Take time to build trust

and to repeat the messageIt takes time to build trust within

sales that marketing all of a sudden

can add real value to the business.

This isn’t build overnight. 2-3 years

is needed to shake off old habits

and allow time to repeat the

message.

8Innovate your channel

strategyTraditional on and offline channels

were creating awareness with

specifiers, but you need more to get

them acting as your ambassadors

and specifying your business. A

crowd sourcing contest was

introduced as a new channel.

5X5X

Food for thought

DISC / Needs

content

Personal transformation

• Condition

• Circumstance

• Being

Marketing Intelligence

Key Reflections

Act as 1 commercial organisation

Value your existing customers as long term partners

Win-win understanding real customer needs