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. Don’t forget
the furniture
7. It’s 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 & KPI’s 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: [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]
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