20161115 minds&more_successful implementation & adoption of a marketing automation platform
TRANSCRIPT
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HOW TO ENSURE A SUCCESSFUL IMPLEMENTATION AND ADOPTION OF YOUR MARKETING AUTOMATION PLATFORM
Break out 2Marketing track 15:15 – 16:00
Kurt Van Cleemput, Marketing Manager Residential at EDF Luminus
Jean-Luc Schellens, Associate at Minds&More
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Marketing Automation
@ EDF Luminus
Jean-Luc Schellens
Associate at Minds&More
November 16, 2016
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1. The ContextCustomer Centricity:
Know, Engage & Advise
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2. A platformMarketing, Sales & Service
Integrated & Aligned
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3. Key ObjectivesMarket New Connected Services
Reduce Costs to Acquire, Serve & Retain
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With A Company Culture
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1. From Marketing Plans• SWOT, Objectives & Insights
• Dashboard & Reports (operational results against objectives)
2. To Campaigns• Calendar (to define and monitor contact strategy vs. commercial pressure)
• Creation and fulfillment of contents & messages based on Cy Identity & Design
• Budgets & costs
• Dashboard & reports (overview of the campaigns’ executions)
3. And “Automated” Executions• Multi-channels & -steps executions with responses & results loops
A Marketing Management System
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1. Customer Life Cycle (CLC) and Customer Journeys• Join• Renew• Move• Retain
2. Campaign Management Process
3. And Outsourced Marketing Automation Platform
With Available Marketing Assets
Preparation Creation Execution Measurement
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A “Partly” Integrated Platform
Campaign
Preparation
Campaign
Creation
Campaign
Execution
Campaign
Measurement
5. The Implemented Solution
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View, create
and edit
Marketing
Plans
View, create
and edit
Campaigns
Access your
Campaigns’
Calendars
Consult the
Knowledge
Articles
View and
Create
Reports
See the
Dashboards
View
Analytics
regarding
email sends
A Marketing Management System
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A “Really” Integrated Platform6. The Next Steps
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A “Really” Integrated Platform
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Managed by “Customer Experts”
Capabilities to be developed:
1. Know your customers Data-Driven
2. Engage your customers Interaction-Driven
3. Advise your customers Content-Driven
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Lessons learned
from marketing
automation reality
Kurt Van Cleemput
Marketing Manager Residential
November 16, 2016
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1. Know what
you get
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2. Believe what
you see working
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3.
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4. Who does what?
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5. Make room
for the change
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6. Don’t forget
the furniture
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7. It’s still
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Questions ?
Kurt Van Cleemput
Marketing Manager Residential
November 16, 2016Thank you & good luck.
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Room Herten AasRoom AuditoriumRoom Alcazar
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Marketing Sales TransformationMarket Assessments Sales & lead management Defining vision & mission
Segmentation, targeting & positioning
Large account management process
Shifting the paradigm and change management
Product management & marketingCreating & managing
opportunitiesBuilding customer centric or
solution led organizations
Go to market plans & activation Sales Enablement Organizational design
Social Selling Mastery (Marketing) Social Selling Mastery (Sales) Social Selling (Leadership)
Communication management Value based selling and pricing Innovation & NPD processes
Pricing & value capturing Negotiating success Internal communications
(Employer) brand management Leveraging your CRM tools Coaching & capability building
Customer experience & loyalty Partner channel management Marketing & sales alignment
Marketing performance & KPI’s Building employee engagement
Deep expertise from a team with 600+ years of collective experienceInterim services. Consulting. Academy / training.
25
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MINDS&MORE cvbaPark Hill OfficeJan Emiel Mommaertslaan 16b1831 Diegem
www.mindsandmore.biz Tel: +32 (0)2 704 49 40
Pieterjan Kempynck, PartnerMobile: +32 (0)477 700 541Email: [email protected]
Francois Delvaux, PartnerMobile: +32 (0)495 242 986Email: [email protected]
Benny Van Calster, PartnerMobile: +32 (0)475 633 483Email: [email protected]
Myriam Vangenechten, PartnerMobile: +32 (0)477 508 640Email: [email protected]
Pascale Hall, PartnerMobile: + 32 (0) 472 445 983Email: [email protected]
Grégoire Van der Veken, PartnerMobile: +32 (0)495 582 221Email: [email protected]
Thomas Donck, PartnerMobile: +32 (0)494 566 844Email: [email protected]