20161115 Minds&More_successful implementation & adoption of a marketing automation platform

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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

  • Marketing Automation

    @ EDF Luminus

    Jean-Luc Schellens

    Associate at Minds&More

    November 16, 2016

  • 1. The ContextCustomer Centricity:

    Know, Engage & Advise

  • 2. A platformMarketing, Sales & Service

    Integrated & Aligned

  • 3. Key ObjectivesMarket New Connected Services

    Reduce Costs to Acquire, Serve & Retain

  • With A Company Culture

  • 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

  • 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

  • A Partly Integrated Platform

    Campaign

    Preparation

    Campaign

    Creation

    Campaign

    Execution

    Campaign

    Measurement

    5. The Implemented Solution

  • 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

  • A Really Integrated Platform6. The Next Steps

  • A Really Integrated Platform

  • 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

  • Lessons learned

    from marketing

    automation reality

    Kurt Van Cleemput

    Marketing Manager Residential

    November 16, 2016

  • 1. Know what

    you get

  • 2. Believe what

    you see working

  • 3.

  • 4. Who does what?

  • 5. Make room

    for the change

  • 6. Dont forget

    the furniture

  • 7. Its still

  • Questions ?

    Kurt Van Cleemput

    Marketing Manager Residential

    November 16, 2016Thank you & good luck.

  • Room Herten AasRoom AuditoriumRoom Alcazar

  • 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 & KPIs Building employee engagement

    Deep expertise from a team with 600+ years of collective experienceInterim services. Consulting. Academy / training.

    25

  • 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: pieterjan.kempynck@mindsandmore.biz

    Francois Delvaux, PartnerMobile: +32 (0)495 242 986Email: francois.delvaux@mindsandmore.biz

    Benny Van Calster, PartnerMobile: +32 (0)475 633 483Email: benny.van.calster@mindsandmore.biz

    Myriam Vangenechten, PartnerMobile: +32 (0)477 508 640Email: myriam.vangenechten@mindsandmore.biz

    Pascale Hall, PartnerMobile: + 32 (0) 472 445 983Email: pascale.hall@mindsandmore.biz

    Grgoire Van der Veken, PartnerMobile: +32 (0)495 582 221Email: gregoire.vanderveken@mindsandmore.biz

    Thomas Donck, PartnerMobile: +32 (0)494 566 844Email: Thomas.donck@mindsandmore.biz

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