International Online Marketing

Jeroen Ederveen, Exact EMEA B.V.

About Exact

Established in 1984, Delft, The Netherlands

1.800 Employees, offices in 16 countries

Worldwide supplier of business software

Over 100,000 customers, in 125 countries

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.

Del

ft (

HQ

)

Americas

BeneluxNetherlands

Belgium

International

UK

Spain

Germany

Poland

France

Mexico

CEE

Czech Republic

Hungary

Russia

Romania

Slovakia

SEA

Malaysia

Singapore

ThailandChina

Australia

Caribbean

About me

Jeroen Ederveen

Senior Online Marketing Specialist

Exact EMEA B.V.

o +31(0)6 – 20 333121

o jeroen.ederveen@exact.com

o linkedin.com/in/ederveen

o twitter.com/ederveen

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

International online campaigns

How Exact executes international online campaigns

Bad examples...

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

Integrated marketing strategy

Customers & prospects

Email marketing

Video

Blogs

Mobile

PR

Social Media

Print

SEO

SEA

Websites

Multiple websites

CorporateInternational www.exact.com

CountriesNetherlands www.exact.nlUnited Kingdom www.exact-software.co.ukGermany www.exact.deSpain www.exact.esFrance www.exactsoftware.frPoland www.exact.plChina www.exact.com.cnAustralia www.exactsoftware.com.au

RegionsCEE www.exactsoftware.czSEA www.exact.asiaCaribbean www.exactcaribbean.com

Websites

• One global infrastructure

• Maintenance through HQ

• Centralized content marketing

• Centralized reporting on KPI’s

• Centralized optimization (traffic & conversion)

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

Email marketing: scenarios

DIY Fully Serviced

Copernica is provided by HQ Copernica is provided by HQ

Local offices are trained and receive instruction Local offices outsource their email activities to/ via HQ

Email is executed locally HQ is briefed on campaigns and activities

Basic set-up is included with fixed templates Local office creates content and set-up of the email

HQ online marketing department offers support on usage of the new system

Reduced manual workload at local office, time to market slightly increased

Automated programs are set-up based on new strategy Automated programs are set-up based on new strategy

HQ online marketing department is available for sparring and regular updates

HQ is available for sparring and regular updates

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.

Twitter

• Mainly used by NL

• Content sharing

• Webcare

• PR

Facebook

• Content sharing

• Employer branding

• Engagement

LinkedIn

• Targeted(!) content sharing

• Employer branding

• Engagement

• Recruitment tool

• Lead generation

Example integrated flow

Business Case 1

Exact Expect More

Create more value for our customers

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.

Business Case 2

Exact Online conversion optimization

Convert Exact Online trials into paid subscriptions.

Exact Online

Action drivenemail

Action drivenemail

Action drivenemail

Profilepage / Survey / Tell-a-friend / Thank youSurvey

Welcome 1

Informationdriven email

Informationdriven email

Informationdriven email

Informationdriven email

Poll’s

Action drivenemail

Trigger

Welcome 2

Informationsubscription

End Trial

Sales call

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

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

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

Email 3: your subscription

• All features EOL

• All modules within EOL

• Relevant content

• How to switch

• Profilepage and opt-in

• Tell a Colleague

Email 4: dynamic contents

Contents based upon:

• Profile

• Behaviour previous emails

• How to switch

• Profilepage and opt-in

• Tell a Colleague

Email 5: 14 days left

• Your trial is about to end in 14 days

• In case you didn’t decide yet, we would

like to support you

• How to switch

• Profilepage and opt-in

• Tell a Colleague

Email 6: 5 days left

• Your trial is about to end in 5 days

• In case you didn’t decide yet, we would

like to support you

• USP’s EOL

• How to switch

• Profilepage and opt-in

• Tell a Colleague

Email 7: trial ended

• Your trial ended

• Please fill in our survey

• USP’s EOL

• Profilepage and opt-in

• Tell a Colleague

Email 8: survey

• Input used for insights and future

campaigns (if opt-in)

Stats

0

10

20

30

40

50

60W

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Wel

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2

Ab

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info

Info

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Trig

ger

14

dag

en

Trig

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5 d

agen

Ein

de

Ab

on

nem

ent

Enq

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1 2 3 4 5 6 7 8

Open Rate

Click Rate

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).

Summary and Q&A

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.

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 you’re

always in control and available to deliver first-line support.

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

Don’t just dump mails on your international teams. It’s always a

team effort. It’s important that they feel part of something bigger.

Every country is always determined to position themselves as the

exception – here it’s 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.