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Mark Appel, Director Global Marketing at Exact will talk about Making Marketing Relevant for Business. The Global Marketing Team of Exact Cloud Solutions is continuously engaging with its target audiences in order to achieve its planned business growth. However how do we make sure that all our programmes, campaigns and activities are fully aligned with the business?
Implementing proper processes and systems in 2012-2013 enabled Exact to increase marketing effectiveness with 30-40%. “We put a lot of effort into building an efficient marketing machine that could contribute to the business.” The customer buying journey and the personas are key in all Exact’s marketing activities. It took Exact 2 years to get up and running. Today’s results are clear: “Whether we expand the number of media channels or add new marketing assets, the foundation is there.” Having these basics in place gives Exact the freedom to plan ahead.
In his session Mark will be looking back at the past two years. He will talk about the lessons learned and about the role of marketing automation. Is automation as important as we think it is?