Impactful Cross-Channel Customer Experiences:

Business Benefits &

Implementation Challenges

November 9th , 2016

Oracle Cloud Day, Customer Experience Track

Brugg , Switzerland

Gerard Peyronne,

Global CRM & Marketing Automation Leader

DuPont, Geneva, Switzerland

2

Agenda

Marketing Automation: Why & Why Now?

Trends

Strategy

Multi-Year Transformation Journey

Strategy Development

Journey Stages

Capability Building Approach

Selected Case Studies

Learnings

Integration

Beyond Lead Nurturing

Critical Success Factors

3

DuPont: Examples of Markets We Serve:

Agriculture Pioneer® seeds

Crop Protection

Food & Beverages DuPont™ Danisco® Ingredients

Surlyn® Flexible packaging

Safety & Protection Kevlar® fibers

Tyvek® Protective Apparel

Nomex® for Heat & Flame protection

Corian® Surfaces for Kitchen, buildings

Automotive & Transportation Delrin® high stiffness resins

Nomex® for high temperature parts

25B$ Net Sales, 52’000 Employees

8 Businesses, 4 regions

B2B2C, Value Chain Brands, Innovation

The New Mid-Funnel “No Man’s Land” B2B Challenge

New

Sales Engagement Point

Traditional

Mark-Com «No Man’s Land»

$

B2B Customer complete 57% of their

purchase cycle prior to engaging sales reps. Customer

Buying

Cycle

Commercial

Pipeline

Source: Corporate Executive Council, 2011

5

Design Relevant & Impactful Customer Experiences

Right Contact

Right Time

Right Content

Right Channel

- In Target Audience of our Marketing/Channel Strategy

- Segment and Qualification attributes

- Buying “personas”

- Tracked through buyer behavior

- Interpret where they are in their buying journey

- Produce value adding content

- Easy to consume

- Focused on the information needs of the stage

- Map content to buying stage and segments

- Website, eMail, Portal, Phone, Social Place, Partner, …

- Easy to consume

- Map content to buying stage and segmemtation

Deeper Engagement of Marketing in the Buyer Journey

Before: Sales Dominated

One-way

Single Channel

Personal Relationships

Now: Higher use of low cost channels (internet)

Multi-channel Customer experiences

Marketing & Sales Collaboration

Personal + Brand/Company relationships

What does not change: Listen and profile customers

Segment. Focus on Target Audience

Interact at the right time

With the right relevant content/service

Design the Customer Experience for Target Audiences

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Ch

an

nel

Customer Stage

Customer Journey

Em

oti

on

Contact Segments/Personas

Person Segment – Specific Customer Experiences

Content Creation

Prioritize

Marketing & Sales Strategy

Build the right level of capability, in realistic phases

Inquiry Mgmt

eMail Plus

Integrated

Interdependent

The Right Capabilities (People, Processes & Tools)

At the Right Level of Maturity

Create Critical Mass in areas requiring deep expertise

Design for reuse

Strategically balance Global Std & Local Implementation

• Lead/Contact Process

• Better Forms

• Privacy Compliance

• Integrate with CRM

• Opt-In Focus

• Data Completeness

• Strategic Investment

• M&S Alignment

• Progressive Profiling

• Multi-channel

• Closed Loop Metrics

• Customer Centricity

• One Plan

• Speed through reuse

• Real-time Campaigns

• Content Performance

• Predictive Analytics

• Redesigned Channels

Tool to Prioritize Capabilities: Modern Marketing Assessment

Case Study: New Product Launch Support

11/14/2016 10

Go where your audience goes Paid Search

Industry Events & Websites

Remain Relevent During Initial Conversion Keyword-specific Landing Pages

Gate High Quality Content Give & Get trade-off

Collect Actionable Data Only

Orchestrate Multiple Channels Partners

Websites (Paid/ Earned/ Owned)

eMails

Telemarketing

Field Sales

Case Study: Product Launch Support

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Provide Customer Choices Learn

Evaluate

Sample

Score & Treat Leads Differently

Business Impact & Insights

Lead Opt-Ins (e.g. 5-10X improvements)

Engaging Experiences (3X improvements)

Pipeline Growth

Return (multiple times the total investment)

Better understanding of Content, Tools &

Product Attributes valued by End Users

Content Type Selection, by Customer Experience Stage (example)

• Company website

• Ebooks

• Presentations

• Data sheets

• Video demos

• Educational Tips

• Switching case

studies

• Company white

papers

• Company videos

• Webinars

• Industry reports

• Third-party case

studies

• Company case

studies

• By

industry

• By solution

• By geo

• Press releases

• Glossaries

• Syndicated content

• Customer stories

• Videos

• Blogs – yours or 3rd

party

• Twitter

• 3rd -party content

• Slideshows

• Thought leadership

• Editorials/News

stories

• Trend studies

• Education guides/

how-to

• Benchmark

comparisons

• Online communities

• Infographics

• Quizzes/widgets

• Cartoons/entertain-

ment

• Curated lists

• Newsletters

• Features / benefits

• Press Releases

• Competitive

comparisons

• Technical white

papers

• Pilot solutions

• Online demos

• Hosted events

• Telesales scripts

• Customer

communities

• Needs

assessments

• Trial offers

• Solution

configurator

• eNewsletters

• Architecture

diagrams

• Analyst white

papers

• Customer

testimonials/referen

ces

• Reference

checklists

• TCO analysis

• Customer events

• ROI calculators

• Industry

Awards/reviews

• Ask the Expert

forums

• Call-Centre number

provided

• E-Commerce

platform

• Where to buy

locator

• Promotions or

incentives

Post-sale

• Loyalty program

• Customer portal

• Best practices

• Customer

presentations

• Cross-sell/Up-sell

Evaluate Use Learn Purchase Interest

Search Begins Solutions Identified Solutions

Evaluated Against

Needs

Short List

Assembled

Selection Made

13

Power of Adjacent Content

Source: DuPont Danisco / Corporate Executive Council , 2011

14

Beyond Lead Nurturing

Core Capabilities

Rich Customer Data Mgmt.

Segmentation

Workflows

Integration

Customer Interaction Automation: Other uses

Product Launches

Customer Onboarding

Existing Customers

Event Driven Workflows (Perpetual Campaigns)

Account Based Marketing

Programmatic Ad Buying (from Silos to Data Management Platforms)

15

Critical Success Factors

Clarity of Marketing & Customer Interaction Strategy

• Prioritize. Simplify. Develop multi-generation plan

Business Readiness

• Align AND Engage Marketers & Sales

• Facilitate & Influence Strategy

Operational Readiness

• Business Knowledge & Tool Knowledge intensive

• Keep things simple, Move Fast

• Redesign or eliminate legacies

Contact Data Quality & Discipline

• Privacy. Clean with a focus on Actionable Data

Target Audience & Persona Focus/Culture

• Relevancy & Quality of Content

Analytics: Focus on Few Closed Loop metrics: Actionable ones!

REACH: How many people can I

influence in my target audience

CONVERSION: At what rate do my

leads convert to the next stage

RETURN: What is the Return

on my spend (ROI, ROO)

VELOCITY: How long does it

takes to convert leads to revenue

VALUE: What is the $ value &

shape of my pipeline

17

Final Take Aways:

B2B Marketing Trends:

From Silo channels to Customer experiences orchestrated across channels

From B2B to B2P

From Large to Narrow Audiences

From Activity Metrics to Business Outcomes & Customer Insights

Digital Transformation requires talent:

Marketing Engineers needed to design our «Customer Experience Factories»

Old fashion Human skills badly needed to lead the transformation though

The skills that are most in demand in the world that we’re creating are the abilities to

negotiate, motivate, persuade, and co-ordinate.

Andrew McAfee, codirector of the MIT Initiative on the Digital Economy

Gerard Peyronne

Global CRM & Marketing Automation Leader

Geneva, Switzerland

gerard.a.peyronne@dupont.com

Questions?