Les secrets du Marketing de l'Engagement - Comment implémenter concrètement une stratégie de Marketing Inbound? Vous avez décidé de changer pour le marketing de l’engagement. Mais comment faire ? Par où commencer ? Nous vous expliquons les pré-requis de cette transformation et les étapes à suivre pour en garantir le succès. Retrouvez la présentation de Sylvain Davril pendant cette matinée qui a réuni SunTseu, Marketo, IKO System, Getplus et Talend! Une conférence exceptionnelle pour comprendre les meilleures techniques afin d'engager la conversation avec ses prospects, les étapes de mises en oeuvre, les pièges à éviter, et les résultats concrets des acteurs qui ont implémenté cette stratégie.

1. ENGAGEMENT MARKETING &
MEDIA BRAND
Sylvain Davril
Head of Innovation & Marketing
02/04/2015
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2. Media brand
& Inbound
Marketing
« Smart »
Outbound
Marketing
Marketing
Automation
A SUCCESSFUL MARKETING
STRATEGY…
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...THAT BUILDS ENGAGEMENT

3. GIVE TO RECEIVE
Implementing engagement marketing requires a
change in your outlook:
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4. © Photo from automobile-propre.com
I T I S U S E L E S S T O H A V E A G O O D
C A R T O R U N A R A C E I F Y O U D O N ’ T
H A V E F U E L
PREREQUISITES
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5. O F F E R S
B U Y E R
P E R S O N A E
C U S T O M E R
J O U R N E Y
P I T C HE D I T O R I A L
C A L E N D A R
C O N T E N T
Per buyer persona
Per buyer personaPer buyer persona
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6. T H E B E S T W A Y T O W I N A R A C E I S
P R E P A R A T I O N & S T R A T E G Y
PROCESS ENGAGEMENT
MARKETING
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7. Content
production
- Publication -
Blog /Website
Social Media
- Amplification -
Employees/
Partners
SEM / PPC
SEO
- Sparking interest-
High value contents
- Lead conversion-
Landing page &
Form
Identification
and Nurturing
Personalized
Newsletters
Targeting
Listening and KPI
monitoring
- First digital
impression -
Reading the blog
- Transfer to the Sales team
-
Sales Contact
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8. CONTENT CREATION
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9. BLOG & WEBSITE
Choose an ergonomic CMS.
Make sure your blog and
website are responsive.
Do you opt for outsourcing or
keeping the content creation
in-house ?
Select an attractive template.
Your blog posts must be
simple and easy to
understand while keeping a
strong added-value.
c ontent c r eation
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10. CONTENT SOURCES
Blog content
Create your own articles
Curated content
External content in line with
your editorial choices
Website content
Content curated from several
sources
Events
… c ontent c r eation
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11. TYPES OF CONTENT
Curated content
Events
Blog articles
…
SELF SERVIC E
Infographics
Video
Whitepapers
…
SEC U R ED C ON TEN T
Attract the lead Convert the lead
c ontent c reation
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12. BEST PRACTICES
• Define your goals
• Create specific content for
your buyer personae and
according to the steps of the
customer journey
• The simpler the content, the
better: avoid complications
• Order the information
according to its importance
• Do not forget about search
engine optimization (SEO)
c ontent c r eation
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13. PUBLISH & BROADCAST YOUR
CONTENT
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14. Reach
Audienc e
SEGMEN TATION
It’s better having 100 websites
with 1,000 subscribers than 1
website with 100,000
subscribers.
publis h & br oadc as t
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15. Content planning
Segmentation of the
media where the
content is
broadcasted
Automate publication
and broadcasting of
the content on
segmented media
publis h & br oadc as t
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16. AMPLIFICATION
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17. S E O AM P L I F I C AT I O N
Optimize your content for
maximum SEO performance
and better search engine
rankings.
S O C I AL M E D I A
AM P L I F I C AT I O N
Help your ambassadors with their
personal branding
Build an ambassador community
amplific ation
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18. The evolution of your reach is
not an exact science – it
requires time and dedication.
Audience
Ti m e
amplific ation
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19. FIRST DIGITAL IMPRESSION
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20. PROVIDE THE BEST
CUSTOMER
EXPERIENCE
R ESPON SIVE
D ESIGN
ER GON OMY
SH ORT LOAD IN G
TIME
1 s t digital impr es s ion
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21. SPARKING INTEREST
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22. Secured
content
Self-
service
content
Actions on the website
BEH AVIOR AL D ATA
R EAL - TIME
PER SON AL IZATION
Offer high-value content that
meets your visitor’s interests.
IP address …
IN FER R ED D ATA
© Photo by eflon on FlickR
s p a r k in g in te r e s t
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23. LEAD CONVERSION
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24. Create an attractive landing
page so that visitors will want
to fill the form you created.
Keep your forms short and
simple (use progressive forms if
possible).
le a d c o n ve r s io n
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25. IDENTIFICATION &
NURTURING
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26. Identify the buyer personae /
segments.
Know their preferences with
the data they provide, the data
inferred and their journey on
your website.
identific ation Marie, 24, singleJake, 29, married
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27. Establish a scoring system
for each action they take (on
your emails, website, during
events …)
Automation & scenarii
differentiated according to
the segments in order to be
as personalized as possible.
nur tur ing
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28. FROM “HOT” LEAD TO CLIENT
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29. Only transfer the “hot leads”
to the sales department.
Provide all the relevant data
collected along the customer
journey – actions, information, etc.
hot lead to c lient
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30. © Photo by Sebastian ter Burg on FlickR
MONITORING & KPIs
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31. Measure the reach, how often
your content has been shared
or the amount of visits on each
page.
Take decisions based on the
results, comparing them to the
objectives you defined at the
beginning.
monitor ing & k pi
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32. CONCLUSION
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33. First and foremost
Start by hand, try things out.
Content creation is more
important than marketing
automation.
It’s not as hard as it looks,
technologies facilitate the
process.
It’s okay to make mistakes,
things don’t usually work out
after the first trial.
Iterative method instead of
the usual long project that has
lost relevance by the end.
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34. WHO ARE WE ?
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35. OUR EVENTS in APRIL
Salon e-
marketing
Salon e-
marketing
Salon e-
marketing
Afterwork
avec 1m30
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36. CONTACT US
Customer eXperience company
Société : SunTseu
Adresse : 22 Boulevard de Stalingrad
92320 Châtillon
Téléphone: 01 80 41 00 31
Site: www.suntseu.com
E-mail: contact@suntseu.com
Fax: 01 80 41 00 32
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