best practice: are you future proof? reset your agenda for the digital age
TRANSCRIPT
Are you future proof?
Reset your agenda for the digital age!
Explore, Engage and Excite
Arthur Simonetti
Page
Latin America: *
~1,000 employees
North America:
~5,000 employees
Europe:
~13,000 employees
China:
~3,500 employees
India:
~500 employees
DSM at a glance
2
Net sales (x billion) EBITDA (x billion)
Workforce Number of nationalities
€9,6 €1,3
83 24000
Materials Nutrition Health
Explo
re
Data
Collect and Analyze
internal and external
Data on behavior
to build 3600 view
on our customer
Share & Transparency
Harmonized to Build
Dashboards
Decisions
Page
DSM in Food Speak the language
4
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 (4 months)
• 39% more page views (4 months)
• > 30% increase in contact form visited
• > 11 % increase in downloads
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DSM in Nutrition 3600 view on customers
5
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 Plastics Improve 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 DSM Social
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
Integrate Create the WOW
of recognition
Reinforcement
Our brand should stand out
Orchestrate
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Landing page
Event page Narrow Casting App E-mail invite
Booth at Milipol
Launch Ceremony
Trade Media Social Media
Website licensee
Face to face
Uniform customer experience across online and offline
channels
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The essence of Marketing & Sales Customer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Customer
Loyalty
Persona
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The Customer Centricity professional
should drive the “Digital Transformation” to
capture the value of the customer!