Rob den Rooijen, DSM Hoe bereik je customer centricity met social media en andere digitale marketing en sales activiteiten? Rob brengt de focus vandaag terug naar de klant: welke informatie heeft deze nodig in de aankoopcyclus? Waar en hoe kunnen wij het beste onze (potentiële) klant bereiken? En: hoe kunnen we klantrelaties starten en verstevigen? Meer info: www.dfb2b.nl Powered by: www.webs.nl

1. Driving Customer Centricity
in a B2B organization
The Digital Future of B2B
Eindhoven
June 30
th
2015
Rob den Rooijen

3. Theo Verweerden
Marketing program director
3
Rob den Rooijen
Program Manager
Digital Marketing & Sales
DSM Excellence in Marketing & Sales

5. Meet DSM
• Leading supplier of nutritional ingredients (including vitamins, carotenoids,
omega’s, food/feed enzymes, cultures, yeasts, nutraceuticals) for the feed, food and
personal care industries
• Leading supplier of sustainable high performance materials for the automotive,
electrical & electronics and building & construction industries
• Recognized as top innovator active in biomedical materials, advanced biofuels, bio-
based chemicals and advanced surfaces for solar systems
Health Nutrition Materials

6. OPENING EYES
to be a
customer centricity
PROFESSIONAL!
OUR CHALLENGE

7. CUSTOMER CENTRICITY
to increase
CUSTOMER LOYALTY
THE ESSENCE OF MARKETING & SALES

8. Customer
Loyalty
Customer Decision
Journey (CDJ)
DMU
Networks
Find
Consider
Persona
Repu
rchas
Buy
91% 43%
70%

9. * Average performance difference for firms in each quadrant versus the average performance of all large firms in the same industry for the 184 publicly-traded companies in our sample
“Digital Masters Have Significantly Better Financial Performance”
Basket of indicators:
• EBIT Margin
• Net Profit Margin
Di
git
al
Ca
pa
bili
ty
Le
ad
ers
hip
Ca
pa
bili
ty
REVENUE GENERATION EFFICIENCY
+6%
Basket of indicators:
• Revenue / Employee
• Fixed Asset Turnover
+9%
-10%-4%
Di
git
al
Ca
pa
bili
ty
Le
ad
ers
hip
Ca
pa
bili
ty
PROFITABILITY
% +26%
+9%-24%
-11%

10. 75% of B2B decision makers
visit communities or forums at least monthly for business purposes

12. RESET the AGENDA
Customer Loyalty / Centricity
Digital Transformation requires (small) steps along 3 customer centric
themes:
• Explore; Build 3600 view on your customer
• Engage; Become a trusted source
• Excite; Ensure a consistent and reinforcing experience
Small Steps have big impact!

13. 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

14. DSM in Nutrition
3600
view on customers
Stats:
• > 2500 sales professionals have been on boarded
• Pipeline accuracy increased from 60% to 90%
• Sales effectiveness increased; Quality of visits and Success
rate of projects
• Sales efficiency; 5-10% more customer facing time
Approach:
• Implement Best Practice sales approach
• create one shared view on the customer enabled by CRM
• Anywhere anytime access
• Shared information across people & teams on all levels on
opportunities and customer interactions
• Automated, aggregated reporting

15. Social media research:
Create understanding of online discussions
Source: Oxyme social media research process

16. DSM Biomedical
Biomaterials: Who is talking where?

17. 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

18. Stats:
• > 636 qualified leads
• Already used on >5 tradeshows
worldwide
• 35 videos created for the app
• 32 PDFs created for the app
DSM in Engineering Plastics
Improve the sales conversation

19. Stats 2015:
• > 11,000 social reach on social media
• 1,900 followers on ANH Twitter channel
• 15 active social media champions
Comp 1 Comp 2 Comp 3 Comp 4 DSM
Social
mention
score
6% 1% 1% 4% 5%
DSM in Animal Nutrition
Establishing thought leadership
Approach:
• Target groups and needs identified
• Content creation process established
• Social listening in animal feed markets installed
• ANH Twitter channel started
• Internal social media champions and other stakeholders trained
• Dash boarding and analytics set up

20. DSM FeedTweet Example social media champion
Enabling employees to engage via social media

21. Using social during events: Feed Protease ‘14
Great initiative with pre-
during and post event
approach.
The potential impressions of all the
tweets send by both @DSMFeedTweet
and the social champions combined is
more than 100K.
Engagement rates are high because of
the active retweeting by the social
champions
# of tweets: 86
Potential social reach: 100,000
Website visits: 713
KEY RESULTS
Objective: leveraging the feed protease event via social media
Activities: social monitoring, training social champions, provide sharing suggestions pre-,
during and post-event, workflow appointments per social champion, live tweeting during
event, creating storify
APPROACH EXAMPLE OF OPTIMIZED SITE FOR EVENT

22. Excite
Integrate
Create the WOW
of recognition
Reinforcement
Our brand should stand out
Orchestrate

23.
Defining personas to understand customer needs

24.
Designing customer journeys based on personas

25. Aligning existing
channels and tooling
and setting up new
channels to optimize
customer engagement.
Teach employees in using
customer engagement
channels and create
awareness about the
program and gained results
and insights.
Selecting existing key
processes and events and
defining customer
engagement
opportunities.
DSM Dyneema
Integrated customer engagement program
Processes
and
Activities
People and skills
Channels and
tooling
Focuses on measuring
performance, analyzing
results and gaining insights
and defining actions. Key
for fact based approach.
Governance

26. Boosting customer loyalty
by using uniform experience
across online and
offline channels
DSM Dyneema
Integrated customer engagement program

27. Leveraging social during trade shows

28. Creating social content with customers
Volvo Ocean Race | G. Maffioli Video
Very positive reactions on the
post:
Example of the Facebook Post:Key results:
SOCIAL REACH:
380K
SOCIAL ENGAGEMENT:
32K
SOCIAL BASE:
223
Key insights & learnings
• Facebook was used to boost the message among the sailing
target audience (end-users). These results show the
effectivity of Facebook when boosting consumer-oriented
content (Sailing & VOR).
• Non-English people showed great engagement with the
post. This might have been higher if the post was in their
native language (learning for next time).

29. #brightscience campaign:
Starting conversations about science with a societal impact

30. Our LEARNINGS

31. • Ensure buy in on all levels in the company
– From executives till operational employees
• Find a hook to the actual business groups’ needs
– Start small rather than go for the full blown strategic approach
• Organize multi disciplinary teams
– Customer centricity goes beyond M&S involvement
LEARNINGS

32. Our ADVICE

33. OPEN YOUR EYES
to be a
CUSTOMER CENTRICITY
PROFESSIONAL

34. 34