02/04/2015

Sylvain Davril Head of Innovation & Marketing

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CUSTOMER EXPERIENCE &

INBOUND MARKETING

Salon e -Marke t ing de Par is 2015

s tand G14 – H13

SYLVAIN DAVRIL @sdavril

sylvaindavril

Head of Innovation & Marketing

CEO

SunTseu

Digital marketing & CRM

expert – 15 years of

experience

Marketo Partner

© Photo by a4gpa on FlickR

CUSTOMER EXPERIENCE: THE “WOW” EFFECT

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WHY CUSTOMER EXPERIENCE IS

IMPORTANT?

Customer satisfaction: +20%

Income: +10% à 15%

Costs reduction: -15% à 20%

Employees engagement: +20% à 30%

Source McKinsey 2014

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© Financial Times Photos

MARKETING TAKES THE LEAD

and is perceived more and more as a Profit Centre

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T R U S T

L O N G - T E R M &

P E R S O N A L I Z E D

C O N V E R S AT I O N

= E N G A G E D

C U S T O M E R I N B O U N D

E F F O R T L E S S

C U S T O M E R

J O U R N E Y

S O C I A L

D I G I TAL

O M N I

C H A N N E L

D ATA R E L E V A N C E

CUSTOMER EXPERIENCE: A DELICATE ALCHEMY

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BUILD A LONG TERM PERSONALIZED CONVERSATION…

…THAT DRIVES ENGAGEMENT

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C O N T E N T M A R K E T I N G B E H AV I O R A L

TA R G E T I N G

R E A L T I M E

I N T E R A C T I O N S O N

T H E W E B S I T E

CHANGE YOUR POINT OF VIEW

From “traditional” outbound marketing to a mix of

engagement marketing and “smart” outbound

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A U T O M AT I O N

Media brand

& Inbound

Marketing

« Smart »

Outbound

Marketing

Marketing

Automation

A SUCCESSFUL MARKETING STRATEGY…

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. . .THAT BUILDS ENGAGEMENT

LET’S FOCUS ON

INBOUND MARKETING &

MEDIA BRAND

Sylvain Davril Head of Innovation & Marketing

02/04/2015

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GIVE TO RECEIVE

Implementing engagement marketing requires a

change in your outlook:

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I T I S U S E L E S S T O H A V E A G O O D C A R T O R U N A R A C E I F Y O U D O N ’ T

H A V E F U E L

PREREQUISITES

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O F F E R S B U Y E R

P E R S O N A E

C U S T O M E R

J O U R N E Y

P I T C H

E D I T O R I A L

C A L E N D A R

C O N T E N T

Per buyer persona

Per buyer persona Per buyer persona

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T H E B E S T W A Y T O W I N A R A C E I S P R E P A R A T I O N & S T R A T E G Y

PROCESS ENGAGEMENT MARKETING

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Content

production

- Publication -

Blog /Website

Social Media

- Amplification -

Employees/

Partners

SEM / PPC

SEO

- Sparking interest-

High value contents

- Lead conversion-

Landing page &

Form

Identification

and Nurturing

Personalized

Newsletters

Targeting

Listening and KPI

monitoring

- First digital

impression -

Reading the blog

- Transfer to the Sales team

-

Sales Contact

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CONCLUSION

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First and foremost

Start by hand, try things out.

Content creation is more

important than marketing

automation.

It’s not as hard as it looks,

technologies facilitate the

process.

It’s okay to make mistakes,

things don’t usually work out

after the first trial.

Iterative method instead of

the usual long project that has

lost relevance by the end.

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WHO ARE WE ?

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This was an extract of the presentation done by Sylvain Davril during the eMarketing fair 2015 The full presentation is here : http://marketing.suntseu.com/Introduction_Customer_Experience_Inbound_Marketing.html

CONTACT US

Société: SunTseu

Adresse: 22 Boulevard de Stalingrad

92320 Châtillon

Téléphone: 01 80 41 00 31

Fax: 01 80 41 00 32

E-mail: info@suntseu.com

Site: www.suntseu.com

Customer eXperience company

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