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

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Successful implementation & adoption of a marketing automation platform

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

  1. 1. HOW TO ENSURE A SUCCESSFUL IMPLEMENTATION AND ADOPTION OF YOUR MARKETING AUTOMATION PLATFORM Break out 2 Marketing track 15:15 – 16:00 Kurt Van Cleemput, Marketing Manager Residential at EDF Luminus Jean-Luc Schellens, Associate at Minds&More
  2. 2. Marketing Automation @ EDF Luminus Jean-Luc Schellens Associate at Minds&More November 16, 2016
  3. 3. 1. The Context Customer Centricity: Know, Engage & Advise
  4. 4. 2. A platform Marketing, Sales & Service Integrated & Aligned
  5. 5. 3. Key Objectives Market New Connected Services Reduce Costs to Acquire, Serve & Retain
  6. 6. With A Company Culture
  7. 7. 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
  8. 8. 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
  9. 9. A “Partly” Integrated Platform Campaign Preparation Campaign Creation Campaign Execution Campaign Measurement 5. The Implemented Solution
  10. 10. 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
  11. 11. A “Really” Integrated Platform6. The Next Steps
  12. 12. A “Really” Integrated Platform
  13. 13. 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
  14. 14. Lessons learned from marketing automation reality Kurt Van Cleemput Marketing Manager Residential November 16, 2016
  15. 15. 1. Know what you get
  16. 16. 2. Believe what you see working
  17. 17. 3.
  18. 18. 4. Who does what?
  19. 19. 5. Make room for the change
  20. 20. 6. Don’t forget the furniture
  21. 21. 7. It’s still
  22. 22. Questions ? Kurt Van Cleemput Marketing Manager Residential November 16, 2016 Thank you & good luck.
  23. 23. Room Herten AasRoom AuditoriumRoom Alcazar
  24. 24. Marketing Sales Transformation Market Assessments Sales & lead management Defining vision & mission Segmentation, targeting & positioning Large account management process Shifting the paradigm and change management Product management & marketing Creating & managing opportunities Building 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 experience Interim services. Consulting. Academy / training. 25
  25. 25. MINDS&MORE cvba Park Hill Office Jan Emiel Mommaertslaan 16b 1831 Diegem www.mindsandmore.biz Tel: +32 (0)2 704 49 40 Pieterjan Kempynck, Partner Mobile: +32 (0)477 700 541 Email: pieterjan.kempynck@mindsandmore.biz Francois Delvaux, Partner Mobile: +32 (0)495 242 986 Email: francois.delvaux@mindsandmore.biz Benny Van Calster, Partner Mobile: +32 (0)475 633 483 Email: benny.van.calster@mindsandmore.biz Myriam Vangenechten, Partner Mobile: +32 (0)477 508 640 Email: myriam.vangenechten@mindsandmore.biz Pascale Hall, Partner Mobile: + 32 (0) 472 445 983 Email: pascale.hall@mindsandmore.biz Grégoire Van der Veken, Partner Mobile: +32 (0)495 582 221 Email: gregoire.vanderveken@mindsandmore.biz Thomas Donck, Partner Mobile: +32 (0)494 566 844 Email: Thomas.donck@mindsandmore.biz

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