“The Marketing Summit I”

Break-out 415:30 – 16:30

How marketing can help progress buyersthrough the sales funnel

Francois Delvaux, Partner Minds&More

Lieven De Meester, Manager segment marketing bpost

2

Relevance to

your target

Relevance to

your business

You are far from

average

…and…

if we don’t

believe, we

won’t tell

3

Sales processes

improve marketing

outcomes,

marketing processes

improve sales

outcomes, and

shared processes

improve both.

1

4

5

6

2

Planning jointly,

quickly and often lifts

the performance of

the ‘engine’.

7

8

9

10

Naming CRM

stages after

buyer’s journey

stages improves

the quality of

early-stage leads

and relevant

conversations.

4

11

MQLs with a

46% higher

closure rate

SQLs are

16% more

likely to

close + 28% lift on MQL closure rates

+ 7% lift on SQL

12

Marketing tactics early in the

journey have more effect on

closure rates than sales tactics

later in the journey.

5

13

Holding

Marketing’s

feet to the fire

works.

6

14

15

About bpackParcels business of bpost

16

bpost

Parcels &

International

Mail and Retail

Solutions

Parcels

(bpack) International

• Over +20 Million parcels/year

• 100.000 parcels per day

• > 200.000 sprint deliveries/ year

• 150 employees

• Dedicated parcels sales and marketing team since May 2013

17

B2B Parcels

(Contractual)

B2C / e-commerce(Contractual)

Parcels Market is a 1Bn Euro MarketGrowth Markets Where We Play

C2C

(Prepaid)

How do we respond to the needs and gaps of our target B2B customers?

Express DeliveryInternational

Standard DeliveryNational

Standard Delivery

• Direct D+0• Point to point• Signature• T&T• 247 available

bpack Sprint

• D+1• 500€ Insurance• Signature T&T• Up to 3 Delivery

Attempts• Multicolli

bpack 24h Business

• 500€ Insurance• Signature T&T• Up to 3 Delivery

Attempts

bpack Europe Business

18

SpeedSecurity

Price/qualityTraceable

Price/qualityInternat. markets

Commercial teams

MARKETING

• Product Marketing

• Go To Market

• MARCOM

• Research & Competition

MULTI SALES CHANNELS

• Direct sales force –account Managers

• Telesales / call center

• Post office network

• E and Digital channels

19

Go to Market planning process

20

Objective• 20% growth• X Million € rev.

Target audience• Focus sectors• Gaps / Pain points to solve• Company and DMU profile

Activation• Content• # contacts• # campaigns

Sales Targets• # wins needed• # leads needed• Funnel KPIs

Text Here

Define Plans for B2B MarketKey Sales & Marketing Initiatives

MarketingSales Hunting

Professional Services

Wholesale

Other Services

Transport

Financials services, Printers & Public. (R1)

Web / inbound Inquiries

X K€ 90

X K€ 80

X K€ 66

X K€ 33

X K€ 31

X K€ 300

Total € xM

# Wins NeededTarget Rev.Sectors

600

21

Pain points

Trust/VAS

Price/quality

Quality

Efficiency

Solutions

Call to action

USP

Referrals

Branding

Awareness

Step 1

Position

Interest & Gap recognized

Preference

Decision

Unaware

Ensure Align to the customer journey and relevant communications

Generic

Personalized

MKTG

SALES

22

23

Measured

results

AcMa’s

Call Centre

Network

Communication

• Interest ratio (relevance)

• Leads

• Revenues per stage

• Wins

Ensure good follow up of campaigns

EXAMPLE OF A GO TO MARKET CAMPAIGN

Professional Service : ID kit

WH

O

• Marketing agencies & market research companies.• Communication (DM), organize events & in store demo’s.• Deadlines are important.• Marketing research companies publish reports.• These documents need to arrive on time & be traceable.• Trust is important (personal relation)

WH

Y

• Classic light parcel shipments (documents, reports, samples,…)• National focus• Biggest domestic market (Over 40 Million €)• +130.000 Companies• Existing track record (x% market share in this sector)• Low sophistication in needs (SL, T&T)• Average price: x€ per parcels

HO

W

Offer that is relevant to their needs:

• Notice after 1st attempt

• Scheduled 3rd presentation

• Signature w. name

• Speed of delivery + Sprint / Express as needed25

Prof. Services: communicationWe deserve your trust!

26

Results of the campaignTogether we bring in the deals!

Targets Results

• # Leads: 115• Potential: 1M€• # Wins: 25• € Wins: 206K€

• # Leads: 314• Potential: 3.7M€• # Wins: 30• € Wins: 400k€

27

Wins:

25

Leads:

317

Calls

Completed:

1788

Target:

1857

Contacts

Audience:

5000

CPYs

1

2

3

4

18%

(target 10%)

8%

(target 20%)

96%

5

Key takeways

Good targeting & relevant to customer journey

Joint sales & marketing objectives

Push together /personal relationship

Quick follow up to sales leads is crucial

Relevant call to Action (CTA)

Follow up on the commercial KPIs

28

29