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Reset your agenda!Explore, Engage and Excite
B2B Marketing ForumArthur Simonetti
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GUILT3
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Loyalty4
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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Customer Loyalty
Persona
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Customer Loyalty
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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Persona
43%
91%
70%
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Movie
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Latin America: *~1,000 employees
North America: ~5,000 employees
Europe: ~13,000 employees
China: ~3,500 employees
India: ~500 employees
DSM at a glance
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Net sales (x billion) EBITDA (x billion)
WorkforceNumber of nationalities
€9,6 €1,3
83 24000
MaterialsNutritionHealth
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Exp
lore
DataCollect and Analyze
internal and external Data on behavior
to build 3600 view on our customer
Share & TransparencyHarmonized to BuildDashboards
Decisions
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DSM in Food Speak the language
10
>110%30%11%
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60 to 90%5-10%DSM in Nutrition3600 view on customers
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En
gag
eConnect
Know where your customer hang out and become part
of the conversation
Be(come) a trusted sourceHave something relevantto tell
Content
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DSM in Engineering PlasticsImprove the sales conversation
>600
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DSM in Animal Nutrition Improve the sales conversation
600>12000
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Excit
eIntegrateCreate the WOW
of recognition
Reinforcement Our brand should stand out
Orchestrate
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Landing page
Event page Narrow Casting AppE-mail invite
Booth at Milipol
Launch Ceremony
Trade Media Social Media
Website licensee
Face to face
Uniform customer experienceacross online and offline
channels
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CONFIDENTIALThe results: integrated social pays off
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Loyalty
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• Explore (Data)• Engage (Conversations)• Excite (Orchestration)
Customer Centricity
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THANKS FOR YOUR ATTENTION!
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