CONFIDENTIAL
Reset your agenda!
Explore, Engage and Excite
B2B Marketing Forum
Arthur Simonetti
Page
CONFIDENTIAL
1
Page
CONFIDENTIAL
2
Page
CONFIDENTIAL
Loyalty
3
Page
CONFIDENTIAL
Page 4
The essence of Marketing & Sales
Customer Centricity to increase Customer Loyalty
Customer Decisi...
Page
CONFIDENTIAL
Customer
Loyalty
Page 5
The essence of Marketing & Sales
Customer Centricity to increase Customer Loyalt...
Page
CONFIDENTIAL
Movie
6
Page
CONFIDENTIAL
Latin America: *
~1,000 employees
North America:
~5,000 employees
Europe:
~13,000 employees
China:
~3,50...
CONFIDENTIAL
Explore
Data
Collect and Analyze
internal and external
Data on behavior
to build 3600 view
on our customer
Sh...
Page
CONFIDENTIAL
DSM in Food
Speak the language
9
>110%
30%
11%
Page
CONFIDENTIAL
10
60 to 90%
5-10%
DSM in Nutrition
3600 view on customers
CONFIDENTIAL
Engage
Connect
Know where your customer hang
out and become part
of the conversation
Be(come) a trusted sourc...
CONFIDENTIAL
DSM in Engineering Plastics
Improve the sales conversation
>600
CONFIDENTIAL
DSM in Animal Nutrition
Improve the sales conversation
600
>12000
CONFIDENTIAL
Excite
Integrate
Create the WOW
of recognition
Reinforcement
Our brand should stand out
Orchestrate
Page
CONFIDENTIAL
15
Landing page
Event page Narrow Casting AppE-mail invite
Booth at Milipol
Launch Ceremony
Trade Media ...
Page
CONFIDENTIAL
The results: integrated social pays off
16
Page
CONFIDENTIAL
Loyalty
17
• Explore (Data)
• Engage (Conversations)
• Excite (Orchestration)
Customer Centricity
CONFIDENTIAL
Page 18
THANKS
FOR YOUR ATTENTION!
Explore engage en excite. New agendas for marketing and sales. (Arthur Simonetti)
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Explore engage en excite. New agendas for marketing and sales. (Arthur Simonetti)

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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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Explore engage en excite. New agendas for marketing and sales. (Arthur Simonetti)

  1. 1. CONFIDENTIAL Reset your agenda! Explore, Engage and Excite B2B Marketing Forum Arthur Simonetti
  2. 2. Page CONFIDENTIAL 1
  3. 3. Page CONFIDENTIAL 2
  4. 4. Page CONFIDENTIAL Loyalty 3
  5. 5. Page CONFIDENTIAL Page 4 The essence of Marketing & Sales Customer Centricity to increase Customer Loyalty Customer Decision Journey (CDJ) DMU Networks Customer Loyalty Persona
  6. 6. Page CONFIDENTIAL Customer Loyalty Page 5 The essence of Marketing & Sales Customer Centricity to increase Customer Loyalty Customer Decision Journey (CDJ) DMU Networks Persona 43%91% 70%
  7. 7. Page CONFIDENTIAL Movie 6
  8. 8. Page CONFIDENTIAL 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 7 Net sales (x billion) EBITDA (x billion) WorkforceNumber of nationalities €9,6 €1,3 83 24000 MaterialsNutritionHealth
  9. 9. CONFIDENTIAL 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
  10. 10. Page CONFIDENTIAL DSM in Food Speak the language 9 >110% 30% 11%
  11. 11. Page CONFIDENTIAL 10 60 to 90% 5-10% DSM in Nutrition 3600 view on customers
  12. 12. CONFIDENTIAL 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
  13. 13. CONFIDENTIAL DSM in Engineering Plastics Improve the sales conversation >600
  14. 14. CONFIDENTIAL DSM in Animal Nutrition Improve the sales conversation 600 >12000
  15. 15. CONFIDENTIAL Excite Integrate Create the WOW of recognition Reinforcement Our brand should stand out Orchestrate
  16. 16. Page CONFIDENTIAL 15 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
  17. 17. Page CONFIDENTIAL The results: integrated social pays off 16
  18. 18. Page CONFIDENTIAL Loyalty 17 • Explore (Data) • Engage (Conversations) • Excite (Orchestration) Customer Centricity
  19. 19. CONFIDENTIAL Page 18 THANKS FOR YOUR ATTENTION!

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