This case will elaborate on how the marketing team of Bruynzeel has successfully implemented an automated lead generation process resulting in a 10 M€ annual business contribution. Essential in this 3 year process was the alignment between sales and marketing, leveraging the existing customer database and a rigid process in applying a content marketing strategy. This started with a mindset that we need to treat our loyal customers as a……. long term customer! In this presentation Daniël Vonken will elaborate on the lessons learned, pitfalls and the rule of 5.

1. Daniël Vonken, Group Marketing Director
March 2016
10 M€ within 3 years!

2. Results
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
€ 0
€ 2.000.000
€ 4.000.000
€ 6.000.000
€ 8.000.000
€ 10.000.000
€ 12.000.000
sep-14
okt-14
nov-14
dec-14
jan-15
feb-15
mrt-15
apr-15
mei-15
jun-15
jul-15
aug-15
sep-15
okt-15
nov-15
dec-15
Investments
€ 70.000
€ 15.000€ 150.000
Initial set up
costs
Annual spend
Annual staffing
costs
“A business that is now
continuously hunting
instead of just farming.” ROI = 612%1-sep
1-okt
1-nov
1-dec
1-jan
1-feb
1-mrt
1-apr
1-mei
1-jun
1-jul
1-aug
1-sep
1-okt
1-nov
1-dec
SQL Value (€) #Leads

3. Mindset

4. 2010-0272010-027

5. 5

6. Commercial transformation

7. Approach
• momentum – 6 months
•high potential all round marketeers
• Introduced 1 FTE of E-marketing
• 1 group marketing - act local
•heterogeneous team - Esquire
Reorganise
marketing
team
2012
7
• Pilot
• Buyer Persona DMU
• Content mapping and creation
• marketing automation software
• Sales reps involved
• Content marketing strategy + traditional
Set the scene
and prepare
2013

8. Increase
learning
curve
2014
Approach
• Roll-out to all other countries and markets
• Leveraging existing customer databases
• Increase quantity and quality of content
8
Capitalize
2015
• Maximise knowledge sharing
• New website as linking pin
• Higher cross channelling approach

9. Lessons learned
1Stick to your strategy
Needed to remind organisation that
was “screaming” for leads “now” on
a monthly basis that we were
heading for a sustainable long term
business contribution. Such a
transformation process needs 2-3
years. Persistency and
determination is key.
2Buy-in and support from
CEO
Right from the first concept this buy
in was an essential element in
securing long term thinking
3Do not underestimate
what is needed to create
content
We highly underestimated what is
needed to create quality and
quantity content in a market that we
were not experts in (yet). Content
curation was a welcome solution to
boost our learning curve
4Adapt pace to the sales
organisation
In 2014 we were running to fast for
our organisation, loosing the
connection to sales. Our customers
were better educated and prepared
than own sales based on content
provided. Essential was to adapt
the pace to what our sales
organisation could handle.
5Research on Software
In hindsight insufficient research on
marketing automation software.
Focus was on strategy and
process. Today we are switching to
a new marketing automation that
enables full integration with our
CRM. More insights on software
requirements early on would have
saved us time in later stage.
6Facilitate in knowledge
sharing
Putting the dot on the horizon and
having 1 international marketing
team that is being facilitated in
knowledge sharing is key. This truly
was and is a team effort
7Take time to build trust
and to repeat the message
It takes time to build trust within
sales that marketing all of a sudden
can add real value to the business.
This isn’t build overnight. 2-3 years
is needed to shake off old habits
and allow time to repeat the
message.
8Innovate your channel
strategy
Traditional on and offline channels
were creating awareness with
specifiers, but you need more to get
them acting as your ambassadors
and specifying your business. A
crowd sourcing contest was
introduced as a new channel.

10. 5X5X

12. Food for thought

13. DISC / Needs
content

14. Personal transformation
• Condition
• Circumstance
• Being

15. Marketing Intelligence

16. Key Reflections
Act as 1 commercial organisation
Value your existing customers as long term partners
Win-win understanding real customer needs