Fred Wauters, Storyteller & Content Strategist Fred Wauters has been active in content marketing for a little less than 10 years, most of the time in a B2B environment, with a strong focus on financial products. Thanks to his business background (he graduated from the Solvay Brussels School of Economics and Management) and his experience as a teacher (he taught economics and accounting in secondary schools and is currently teaching web content and writing skills in higher education and executive programs), he has a knack for transforming complex matters in simple, easy-to-read content tailored to the profile and expectations of the target audience of his clients. He has been working for a little more than a year as content manager for Edebex, and is also still advising other clients or helping them devise meaningful content strategies.

1. Lean Marketing
Getting maximum bang for the buck
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Fred Wauters
Content Manager
Edebex

3. Le rêve de tout comptable est de faire le
tour du monde en 60 jours fin de mois.
Marc Escayrol
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4. Today’s menu
1. Licence to kill spending
2. Test and let die
3. The (online) world is not enough
4. The press who loved me
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5. Licence to kill (bad) spending
• Resources are limited
• Spending wisely is paramount
• Online campaigns can rapidly spin out of control
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6. Lean marketing: test and let die
• Devise MVCs (Minimum Viable Campaigns)
• Assign campaign to a “champion”
• Measure & Benchmark
• Select the winners and kill the losers
• Iterate
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7. Minimum viable campaigns
• What’s the ideal campaign ?
• What is the minimum we could
use for a meaningful test?
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8. Measure and benchmark
• What are the KPIs we will use and are they “comparable”
accross MVCs ?
• What are our selection criteria ?
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9. Measure and benchmark
At Edebex, our chief KPI is client acquisition cost.
• Winners : acquisition cost < minimum return on client
• Selection: acquisition cost < competing MVCs or campaigns
• Ex: events were significantly reduced after benchmarking
BENCHMARK ITERATIONS AS WELL
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10. The online world is not enough
• Fintech  finances  building trust
• Trust has to be built partly offline
Prospect acquisition and onboarding (phone)
Customer support
Events
Good PR
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11. The press who loved me
PR campaigns are expensive but:
• Deliver on brand notoriety
• Generate trust
• Can be leveraged online (press site, social media posts…)
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Any questions ?