Date post: | 15-Aug-2015 |
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Marketing |
Upload: | websnl-b2b-inbound-marketing |
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Driving Customer Centricity in a B2B organization The Digital Future of B2B EindhovenJune 30
th 2015
Rob den Rooijen
Theo Verweerden Marketing program director
3
Rob den Rooijen Program Manager Digital Marketing & Sales
DSM Excellence in Marketing & Sales
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
Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
FindConsider
Persona
Repu
rcha
s
Buy
91% 43%
70%
* 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
Leadership Capability
REVENUE GENERATION EFFICIENCY
+6%
Basket of indicators:• Revenue / Employee• Fixed Asset Turnover
+9%
-10%-4%
Di
git al
Ca pa bili ty
Leadership Capability
PROFITABILITY
% +26%
+9%-24%
-11%
RESET the AGENDACustomer 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!
Expl
ore
DataCollect and Analyze
internal and external Data on behavior
to build 3600 view on our customer
Share & Transparency Harmonized to Build Dashboards
Decisions
DSM in Nutrition3600 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
Social media research: Create understanding of online discussions
Source: Oxyme social media research process
Enga
ge ConnectKnow where your customer hang out
and become part
of the conversation
Be(come) a trusted source Have something relevant to tell Content
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
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 DSMSocial
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
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
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
Boosting customer loyaltyby using uniform experience
across online and offline channels
DSM Dyneema Integrated customer engagement program
Creating social content with customersVolvo 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).
• 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