The challenge
We are developing a new customer platform. Customers can order online, follow the ordering process, download documents and get inspiration. How do we onboard customers from different countries? And how do we attract prospects?
The quality of our database in each country is quite different, still we are on different CRM systems.
Customers are used to order by phone or by email, how can we change this behaviour?
Client: Brenntag
Industry: Chemicals
Coverage: EMEA
Persona: Purchase manager, supply chain manager
Delivered
We worked in 3 steps:
1. Analyse & learn
Part of steps 01 was the discovery of the persona, with whom do we need to engage? And what are they looking for to attract them as prospects. We did this in 2 days workshop.
We defined the engagement strategy. This was build upon 3 communication packs ranging from basic to advanced. As we onboard country by country, working with packs is a scalable solution.
2. Set-up
We did the set-up of the marketing automation tool Eloqua. Designed and implemented the campaigns of the Basic Communication Pack.
3. Execute
We did the roll-out in 2 pilot countries. Based upon the results and set-up, we developed a Playbook of the Basic Communication Pack for the roll-out within other EMEA countries.
Expertise: Customer experience, Marketing Automation
Campaigns: Opt-in campaign, Welcome campaign, on-boarding campaigns, platform adoption campaigns
Technology: Eloqua (Marketing automation)
