koen helsen - stimac2013

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Director of Constant Transformation From ‘or’ ‘or’, to ‘and’ ‘and’ The hybrid marketeer Koen Helsen Vice President Marketing, Barco

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Koen Helsen at STIMAC2013

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  • 1.The hybrid marketeer Director of Constant Transformation From or or, to and andKoen Helsen Vice President Marketing, Barco

2. ZebroidZebraHorse 3. St. Basset HoundSt. BernardBasset Hound 4. Toast of BotswanaSheepGoat 5. MuleHorseDonkey 6. Koen Helsen, happy to be hybrid Koen Helsen, B2B marketeer VP Marketing, Barco VP Marketing, Barco technology B2B marketeer, techology, internationalHAPPY TO BE HYBRID Barco logo6international 7. INSPIRATION 8. 3 Fundamental marketing reasons to be hybrid OR, the drive to increase market coverage OR, the need to contain costsOR, the ambition to offer customized approaches Harvard Business Review, Managing hybrid marketing systems, November 1990, Rowland T. Moriarty and Ursula Moran 1990 9. 3 Fundamental marketing reasons to be hybrid AND, the drive to increase market coverage AND, the need to contain costsAND, the ambition to offer customized approaches 10. You cant be everything for everybody 10 11. 11 12. NYSE Euronext International company Headquartered in Belgium Stocklisted (BAR) on NYSE Euronext Brussels 1290+3,980Presence in more than 90 countriesEmployees 13. Kinepolis, Belgium13 14. 360 Tour, U214 15. Times Square, New York, USA15 16. KCP&L, Missouri, USA16 17. the Hospital do Corao PACS program, So Paulo, Brazil17 18. 11561041 897 7367255910078638 459 (29)2007200820092010Sales EBIT1820112012 19. Markets / Segments Expanding to the mid-range Enter adjacent marketsCapabilities / OfferGeography Lead by innovation in visualization Leadership in established markets Move to software-enabled systems beyond visualization 19 Establishing solid positions in emerging markets 20. CLICKSHARE20 21. 21 22. Why is ClickShare and and ? 22 23. Present Solution Share Technology Innovation Customer insightTraditional approach Go-to-marketScalability 23 24. How to deal with this complexity? 24 25. Stakeholder explosionBuying process digitizesInnovation raceOnline customer experience 25 26. Be hybrid! And be it with a purpose. 26 27. Thank you for your attention27