Hoe zet je gecentraliseerd online marketing programma's op in een internationale omgeving? Van awareness via engagement naar uiteindelijke conversie. Wat is de rol van e-mailmarketing in dit geheel? In zijn presentatie licht Jeroen aan de hand van een praktijkcase zijn visie toe.
2. About Exact
ď§ Established in 1984, Delft, The Netherlands
ď§ 1.800 Employees, offices in 16 countries
ď§ Worldwide supplier of business software
ď§ Over 100,000 customers, in 125 countries
ď§ On premise and SaaS solutions for manufacturing,
wholesale & distribution, professional services, small
business and accountancy.
For more information, visit our corporate
website www.exact.com or www.exact.nl.
3. Americas
Netherlands
Benelux
Belgium
UK
Delft (HQ)
Spain
Germany
Poland
France Czech Republic
Mexico Hungary
CEE Russia
International
Romania
Slovakia
Malaysia
SEA Singapore
China Thailand
Australia
Caribbean
4. About me
Jeroen Ederveen
Senior Online Marketing Specialist
Exact EMEA B.V.
o +31(0)6 â 20 333121
o jeroen.ederveen@exact.com
o linkedin.com/in/ederveen
o twitter.com/ederveen
5. Agenda
International online campaigns
How Exact executes international (online) campaigns
Business cases
1. Exact Expect More: online international customer program
2. Exact Online Trial program
Summary and Q&A
8. International campaigns
⢠Campaigns are setup and rolled out from HQ in Delft
⢠All digital media like websites and online channels are
developed and maintained in Delft by the International
marketing team
⢠Campaign materials are reviewed, edited if necessary and
translated by local marketers
⢠Centralized and/or local execution of marketing campaigns
9. Integrated marketing strategy
Email
marketing
Websites Video
SEA Blogs
Customers
& prospects
SEO Mobile
Print PR
Social
Media
10. Multiple websites
Corporate
International www.exact.com
Countries
Netherlands www.exact.nl
United Kingdom www.exact-software.co.uk
Germany www.exact.de
Spain www.exact.es
France www.exactsoftware.fr
Poland www.exact.pl
China www.exact.com.cn
Australia www.exactsoftware.com.au
Regions
CEE www.exactsoftware.cz
SEA www.exact.asia
Caribbean www.exactcaribbean.com
11. Websites
⢠One global infrastructure
⢠Maintenance through HQ
⢠Centralized content marketing
⢠Centralized reporting on KPIâs
⢠Centralized optimization (traffic & conversion)
12. Email marketing
⢠One global infrastructure (Copernica)
⢠One global email strategy
⢠Centralized processes and measurements
⢠Centralized and/or local execution
⢠Standardized templates and set-up of campaigns
13. Email marketing: scenarios
DIY Fully Serviced
ďź Copernica is provided by HQ ďź Copernica is provided by HQ
ďź Local offices are trained and receive instruction ďź Local offices outsource their email activities to/ via HQ
ďź Email is executed locally ďź HQ is briefed on campaigns and activities
ďź Basic set-up is included with fixed templates ďź Local office creates content and set-up of the email
ďź HQ online marketing department offers support on usage of ďź Reduced manual workload at local office, time to market
the new system slightly increased
ďź Automated programs are set-up based on new strategy ďź Automated programs are set-up based on new strategy
ďź HQ online marketing department is available for sparring
ďź HQ is available for sparring and regular updates
and regular updates
14. Social Media marketing
Centralized use of global social media platforms like:
⢠Twitter (@exactsoftware)
⢠Facebook (ExactWorld)
⢠LinkedIn (Exact)
Used for creating (proposition and brand)
awareness, engagement, activation and lead generation.
21. Facts & Figures
⢠Objective
Focus on our customer needs and
challenges, and on empowering
them to succeed by really
developing our relationship.
⢠Figures
Each month over 70 emails are
sent to 50,000 customers in 15
countries, in 18 languages.
22.
23. Business Case 2
Exact Online conversion optimization
Convert Exact Online trials into paid
subscriptions.
25. Welcome 1
Welcome 2
Information
subscription
Information Information Information Information
driven email driven email driven email driven email
Sales
Pollâs
call
Action driven Action driven Action driven Action driven
email email email email
Trigger
End Trial
Survey
Profilepage / Survey / Tell-a-friend / Thank you
Day 1 Day 2-5 Day 6-10 Day 11-15 Day 16-20 Day 21-25 Day 25-27 Day 27-30 Day 30-35 Day 35-40
26. Email 1: Welcome!
⢠Tell us more about yourself
⢠Opt-in for future communications
⢠Did you already validate your email?
⢠About your subscription
⢠FAQ
⢠Tell a Colleague
27. Email 2: Need help?
⢠Did you already start using EOL?
⢠How to contact us
⢠Online workshops, demos and training
⢠Necessary information for converting from
other products (link)
⢠Social channels
⢠Mobile App
⢠Profilepage and opt-in
⢠Tell a Colleague
28. Email 3: your subscription
⢠All features EOL
⢠All modules within EOL
⢠Relevant content
⢠How to switch
⢠Profilepage and opt-in
⢠Tell a Colleague
29. Email 4: dynamic contents
Contents based upon:
⢠Profile
⢠Behaviour previous emails
⢠How to switch
⢠Profilepage and opt-in
⢠Tell a Colleague
30. Email 5: 14 days left
⢠Your trial is about to end in 14 days
⢠In case you didnât decide yet, we would
like to support you
⢠How to switch
⢠Profilepage and opt-in
⢠Tell a Colleague
31. Email 6: 5 days left
⢠Your trial is about to end in 5 days
⢠In case you didnât decide yet, we would
like to support you
⢠USPâs EOL
⢠How to switch
⢠Profilepage and opt-in
⢠Tell a Colleague
32. Email 7: trial ended
⢠Your trial ended
⢠Please fill in our survey
⢠USPâs EOL
⢠Profilepage and opt-in
⢠Tell a Colleague
33. Email 8: survey
⢠Input used for insights and future
campaigns (if opt-in)
35. Facts & Figures
⢠Exact Online revenue grew by 48.1% in last half year.
⢠Number of commercial administrations as at June 30, 2012
standing at 86,800
⢠Conversion trial > paid: 20% (estimate).
37. Summary
Only 1 piece of the puzzle:
Email marketing should always be part of an online strategy.
Never consider it stand-alone. Let (your) email marketers be an
essential part of the online team.
Localization check
Always involve your local colleagues or network in everything you
write and send out internationally. Simply translating will not do
the job.
38. Summary
Lost in translation
A translation agency is useful but never sufficient on its own.
Always let your local colleagues or network review the materials.
Stay in Control
Sending email is not just pushing a button. Make sure your local
colleagues are (very) well trained, and make sure that youâre
always in control and available to deliver first-line support.
39. Summary
Delegate ownership
Be clear on ownership. Strategy and content are centrally
organized, implementation is local.
Avoid the risk that local marketers operate without thinking.
International Teamwork
Donât just dump mails on your international teams. Itâs always a
team effort. Itâs important that they feel part of something bigger.
Every country is always determined to position themselves as the
exception â here itâs really different. Talk to your local teams
regularly to evaluate, share plans and raise the general level of
your emailing operation. Local input is incredibly valuable.
Hinweis der Redaktion
Good afternoon everybodyItâs a huge pleasure and I feel honoured to present at todayâs Copernica DM SummitMy name is Jeroen Ederveen.I work as a Senior Online Marketing Specialist for Exact software. As some of you might not know Exact, let me introduce us.ď
As you can see on this slide, Exactâs structure is divided into three regions: Americas, Benelux and International. Within the International, Exact has offices in the UK, Spain, Germany, Poland, France, Mexico, Caribbean, China, Australia and a HUB in the Czech Republic where we serve multiple countries like Slovakia, Romania, Russia, Hungary and of course the Czech Republic. Another Hub is South East Asia: from Kuala Lumpur in Malaysia, we also serve local markets in Singapore and Thailand.For now, each office has their own marketing department and staff. The size of all the different offices vary a lot; from 10 to over a 100 employees each.
As mentioned before, I work as a Senior Online Marketing Specialist for the International region. Within the International marketing team, based in our headquarters in Delft, I manage digital infrastructure and projects and I advise on online campaigns. My key focus areas are Content Marketing, Website optimization, Search Engine Advertising, Email marketing, Social Media marketing and â last but not least â lead generation. Please feel free to contact me after this event by phone or email, or connect with me on LinkedIn or Twitter.
Today I will tell you about how Exact runs international campaigns, the processes we defined in order to run them as smooth as possible and our learnings.Iâll also show two business cases:The first one is called Expect More. An online program for our International customers.The second one is an email marketing program for our Dutch product Exact Online. This business case will explain how we try to optimize conversion of trial subscriptions into paid customers.At the end I would like to summarize by sharing some of my learnings and if you have any questions, please hold on to them till the end. Iâd be happy to answer them.
Executing a succesful international online campaign is not that easy. Unfortunately we canât just copy-paste a campaign.Next to different languages, you have to deal with differences in target markets although they are generic the same. In order to roll out an international campaign, you should have cultural competence. Cultural competence is the ability to interact with people of different cultures. Therefor you need to have the awareness, the right attitude towards those cultures, particular knowledge of the cultures and of course the skills to handle them.
There are a lot of examples available of companies who lacked the cross-cultural competence. This video shows a âtop 10â of international marketing blunders.
So, how does Exact tries to avoid mistakes like you just saw?Marketing plans, campaigns and marketing materials are setup by the International marketing team, presented to our local marketers. All feedback is reviewed and used if applicable.The local marketers then translate all material needed and the campaign is executed centrally.
With Exact, I work with an integrated marketing strategy. This is quite a challenge as we tend to choose for best-of-breed solutions, technical integration is difficult. Our customers are our top priority. This is well known but rarely executed; a lot of companies invest in aquisition because it means growth, but in most cases the long lasting revenue comes from loyal customers. Contrary to popular opinion, good communication between departments isnât enough to make integrated marketing work well. Departments have to work together. Communication is important but the commitment to do whatever it takes to resolve issues is vital.In the next slides, I will highlight some of our online channels within this integrated strategy.ď
In our international organization, we deal with various websites. On this slide you see the variety.As every local marketer is responsible for their website, Exact HQ provides as much knowledge as possible, as well as the technical infrastructure to make sure itâs in line with our corporate standards and goals.Imagine a local marketer without any awareness, knowledge or skills on online marketing, being responsible for their own website. Youâll agree with me that this is not an optimal scenario.ď
Therefor Exact defined a process in which there is only 1 infrastructure. We make use of the Open Source CMS Joomla. Quality of the CMS is guaranteed through a specialized Corporate Webteam, who make sure that all installations are up-to-date, that all websites pass tough security audits, etc.Next to the maintenace, the International marketing team in Delft centrally organises the content marketing strategy. We are about to launch a centralized content platform on which we offer relevant content to our target market.Because of the uniform global infrastructure, we can easily report on KPIâs accross all websites. The same goes for optimization; once we optimized a website, we can easily test it on other domains. This already gave us some valuable insights which we upscaled to all websites. A quick win on website A could mean a lot of wins on all others.ď
When I started working at Exact, there was no such thing as a global Email Marketing Strategy. All countries, and even departments (!) were handling the shotgun approach: the more people we could hit with one single shot was the best. To optimize channels like email marketing, you must set clear goals, defined in a strategy. Create guidelines and rules, train people to make use of the channel in the best way.In october 2010, I wrote a Global Email Marketing Strategy. No rocket science for (email) marketers like you, but only stating the goals, accompanied with some guidelines and rules. Then I started implementing Copernica accross our countries and regions. I explained the broad capabilities of email marketing itself, trained the local marketers on how to set up their own campaigns, gain insights on their customer and prospect database and use those insights for lead generation.
Because of the fact that all local offices differ in company size, marketing staff and personal affection/knowledge/skills; I proposed two scenarioâs to each country/region.Do It Yourself: HQ provides the infrastructure, we take care of training your staff, setup of templates, support and out-of-the-box automated programs. Local marketers can setup their own campaigns and execute them locally. Of course, KPI reporting is done by our email marketer in Delft. Marjon, where are you?Fully serviced:A country/region can outsource all their email activities to HQ. The only thing we need is a clear briefing and we take care of the execution.
Social Media marketing is essential for our international business. We make use of centralized platforms like Twitter, Facebook and LinkedIn to create brand and proposition awareness, engage with our customers and prospects, activate them and generate leads.Again; main platforms like these are organized centrally. Itâs quite easy for a local marketer to setup their own page, twitter account or LinkedIn company page or Group, but it will lack the benefit of combined knowledge.
Our Twitter account @exactsoftware is mainly used by our Dutch division. They use the channel for content sharing, some webcare (especially Exact Online) and Public Relations.
Exact just recently launched a Facebook page on which we share content (through RSS feeds), connect with (former) employees by posting Boarding Programm class photoâs. The Boarding Program is aimed at new Exact employees worldwide and will introduce new employees to our company and its products. As part of this introduction, the Exademy has created a three week training program.
LinkedIn is the worlds largest professional network. It contains over 175 million professional, self maintained, profiles. For me - as a B2B marketer - this is a true Goldmine.One of my biggest challenges in online campaigns is to identify and find my international target audience. On LinkedIn it is quite easy to find them, based upon variables like geography, industry, seniority, job title and more.Internationally, Exact has a low brand and proposition awareness in our vertical targetmarkets. This year I started a campaign in which I segmented 500,000 profiles who fitted the defined profile in our targetmarket based upon the variables mentioned before. These selected profiles were shown a sponsored poll question on the homepage when they logged in. The poll question was related to their business and their business pains. A first step to brand and proposition awareness was made. Relevance is the key.For the remainder of the year, I will continue to engage with these 500,000 profiles and activate them through relevant communications.
An example of an integrated flow is shown on this slide. This process was defined for our â soon to be launched â content marketing platform.It shows the integration of various online channels.
To boost satisfaction, we must reassure customers that their success is our primary consideration. Designed to refresh and strengthen our relationship with them, Expect more is a key part of our ambition to create regular, quality contact across the existing customer base.
The campaign is built around four themes - knowledge, solutions, innovation and support. In a monthly magazine-style e-mailing, wefocus specifically on what we can do more to help our customers exceed their goals. In addition to giving them access to external experts in their fields, webuild our own reputation for expertise and thought leadership through seminars and white papers. Although wealso expose our best fit solutions, itâs a relatively soft approach. The aim is to showcase our understanding of their needs and challenges and encourage interaction, in addition to highlighting how our business line solutions can help.
The initial contact after the first introductory mailing was a series of thought leadership webinars hosted by SMEs from all the business lines. The idea was really to give our customers 'something for nothing', non-sales oriented content reaffirming our focus on their success and aim to help them as a partner rather than a vendor.Â
For each vertical market, we organise relevant webinar sessions. Our customers are invited to join these webinars for free. In july, I presented a webinar on how to use LinkedIn as a B2B marketing tool. I shared the four main, simple steps to giving any business greater exposure and more online interaction. Again, the presentation fits within the partnership strategy, sharing our knowledge in a way that can help our customers.