Customer Centricity has emerged as a new effective business mindset that makes customers and their needs the start and finish of all strategic and tactical decision making. The ultimate goal is to increase Customer Loyalty. In recent years, however, the B2B business landscape itself has also changed dramatically. It is no longer a given that we understand all our potential customers, nor is it a given that they will know us. The challenge for B2B companies today is therefore to connect with, and lead, customers in this new, digitally led decision-making landscape in such a way as to be top-of-mind when the time for direct engagement comes – and enable the all-important bond of customer loyalty to be formed. To achieve this, it is necessary to reset our agenda, we must work closely together with sales to EXPLORE, ENGAGE and EXCITE our prospects and customers along the buyer and the customer journey.

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Reset your agenda!
Explore, Engage and Excite
B2B Marketing Forum
Arthur Simonetti

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Loyalty
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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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Customer
Loyalty
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The essence of Marketing & Sales
Customer Centricity to increase Customer Loyalty
Customer Decision
Journey (CDJ)
DMU
Networks
Persona
43%91%
70%

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Movie
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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
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Net sales (x billion) EBITDA (x billion)
WorkforceNumber of nationalities
€9,6 €1,3
83 24000
MaterialsNutritionHealth

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Explore
Data
Collect and Analyze
internal and external
Data on behavior
to build 3600 view
on our customer
Share & Transparency
Harmonized to Build
Dashboards
Decisions

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DSM in Food
Speak the language
9
>110%
30%
11%

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60 to 90%
5-10%
DSM in Nutrition
3600 view on customers

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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

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DSM in Engineering Plastics
Improve the sales conversation
>600

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DSM in Animal Nutrition
Improve the sales conversation
600
>12000

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Excite
Integrate
Create the WOW
of recognition
Reinforcement
Our brand should stand out
Orchestrate

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Landing page
Event page Narrow Casting AppE-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 results: integrated social pays off
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Loyalty
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• Explore (Data)
• Engage (Conversations)
• Excite (Orchestration)
Customer Centricity

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Page 18
THANKS
FOR YOUR ATTENTION!