Presentation by Alexandre Vandermeersch, Odoo, delivered at the Digital Marketing Show 2014.

1. IntegratedMarketing
Getthe always-on, integratedmarketing machine to drive yourbusiness forward
Alexandre Vandermeersch
Digital Marketing show presentation
November19 2014

2. About Odoo(ex-OpenERP)
o#1 Open Source Business Applications suite
oIntegratedbusines apps, fromCMS/Ecommerce, Survey, Events, Mass Mailings to CRM, Billing, Accounting,…
o2,000,000 users
o550+ partners

3. WhoamI –CMO @ Odoo
P&G -IT
Business Consultant (McK)
SME Manager
Computer Science Engineering
@alexvdm
av@odoo.com
MBA
Java/ C++ (deprecated)
Autoexec.bat
(obsolete)

4. Whatdo youneedtoday?

5. "
"
Forrester& Gartner
By 2020, 80% of the buying process will be done without any human-to-human interaction
It’shappening

6. It’sno longer about justgettingyourbrand out there
oPicture
So, shouldweshoutlouder?

7. The oldvs new world
The oldmarketing
The new marketing
Campaigns
Always-on
Art
Science
Few Big bets
Many Small bets
2 skills
Many skills
Spray & pray
Hyper targeted
Manage the funnel
Address the decision journey

8. Thanks, how do wegetthere?

9. Optimizethe customerjourneyin a world wherethe buyerisin control

10. Whichmeanswedon’tmess up withhim/her
(Mostly) Non commercial touch points
Commercial touch points
Service, commercial & non commercial touch points

11. Example: Non commercial content marketing
Business Hacks blog on our site

12. Tips –greatnon commercial content marketing
oIdentify your buyers personaes, their problems or aspirations and their typical behavior (when buying / non buying; offline/online)
oFind an editorial line not too crowded –you are starting up a media!
oMake it unique, personal, diverse formats, with the right tone of voice
oBe patient but gently aggressive (build a subscriber base, not a funnel) –payoff is 12 to 18 months

13. 4 thingsto getright
1
Right objectives & KPIs
2
Right «positionning’s»
3
Right process
4
Right people
Don’t overinvest in: campaigns, agencies, channel choices, branding,…

14. 1. Yourobjectives
oThe objective of Always-on marketing is not to make sales…
o…But to get progress in the buyer journey:
oMore buyers including the brand in the ICS
oMore buyers finding the brand when evaluating (even if not in ICS)
oMore buyers evaluating the brand positively
oMore buyers….buying the brand
oAnd the first step is to know who your buyers are

15. 1. Yourobjectives
oMore buyers including the brand in the ICS (Initial Consideration Set)
oMore buyers finding the brand when evaluating (even if not in ICS)
oMore buyers evaluating the brand positively
oMore buyers….buying the brand
oNon-commercial content marketing (inbound)
oOutbound (tele)marketing
oDisplay ads,…
oOffline campaigns
oSEO / SEA
oTrade shows
oWebsite user experience
oLead nurturing
oEvents/ Webinars
oRetargeting
oCommercial content marketing
oPromotions,…
oRe-activation campaigns

16. Event Example: OdooDays
oBiggest Open Days ever
o2000 people, 3 days
oDirect Business impact

17. 1. YourKPIs(example)
oMore buyers including the brand in the ICS
oMore buyers finding the brand when evaluating (even if not in ICS)
oMore buyers evaluating the brand positively
oMore buyers….buying the brand
oAwareness with buyers (%)
oSEO tracking (e.gSEO profiler)
oTrade show leads
o% conversion visitor/lead on Website
o% financial offers/leads
o% win on offers

18. Followthe journey
Google campaigns
Emarketingcampaigns
Other campaigns (events, surveys,…)
Shop visits
ROI per campaign
Personalized campaigns
Integrated System : CRM with Tracking, Emarketing,.. WWW

19. 2. You don’tneed1 positionning
oPicture
Don’trelyon a single trick

20. 2. You don’tneed1 positionning
oDigital & offline channels are diverse… and can be targeted
oIt’s like a ‘salmon trap’ –start by getting the positioning the buyer wants to hear (but stay close to what you do…)
oThen get him to where you want him to be
oRemember, it’s a journey, not a funnel –it’s not just a probability game, but an influence game

21. 2. Don’tbeTOO honest
o‘Request a demo’
-> Get a qualifying call
o‘HR Software’
-> Recruiting software
oContent marketing
-> Get awareness of your brand (today)

22. 3. The right process

23. 3. The right process
Think
Do
Measure
Kill/ Expand/ Adjust

24. 4. The right people
o‘Digital natives’
oAutonomy / project ownership
oEvolution / Coaching
oExternally focused / journalist mindset
oMix of ‘event’ practical people and copy/content people
oCreativity is a process, not a skill

25. + Yes, somecampaigns

26. Odoo
sales@odoo.com
+32 (0) 2 290 34 90
www.odoo.com
R&D andservices office
Chaussée de Namur 40
B-1367 GrandRosière
Sales office
Avenue Van Nieuwenhuyse5
B-1160 Brussels
ThankYou
Sendyourinput atav@odoo.com