Marketing

Sales

Growing customer digital intimacy

User guide for IT Distribution Team
Catherine Margery

Confidential Property of Schneider Electric

 Drag Your Image Here

Opt In
Customers need to accept to be able to receive our marketing communication

Confidential Property of Schneider Electric | Page 2

Short data background 1/2

MARKETO BFO
Marketing
Sales CRM
GDPR Tools communicate
Tool
Tool constantly.
Share some fields of
information but not all

Key actions
Key actions  Account data :
 GDPR guardian :
SE AM
Opt/in info from customers business category (BTB Disty / IT Distribution)
Cookies info from customers  Customer data :
 Tool to build marketing activities with
Contact & corporate email
specific « smart lists » :  Various business data :
Emails, landing pages, registration events Opportunities, meetings & other
on/off line, ...

Confidential Property of Schneider Electric | Page 3

Short data background 2/2

MARKETO BFO
Marketing
Sales CRM
GDPR Tools communicate
Tool
Tool constantly.
Share some fields of
information but not all

Specificities Specificities
 Data not meant to be overwritten, the  Pretty easy to update data by sales AM
 Interesting view about single customer
customer declaration and behaviour
overwrites the data. status & activity
 Meant to manage large groups of
customers

Confidential Property of Schneider Electric | Page 4

Data base health

MARKETO BFO
Marketing
Sales CRM
GDPR Tools communicate
Tool
Tool constantly.
Share some fields of
information but not all

Some marketing tactics that help
keep the contact base vitality
 Newsletters > emailable vitality
 External communication or paid media
to recruit new contacts – download a
gated asset (I need to give my
contact, but can still refuse to receive
the communications)
Some sales tactics that help keep the
contacts base vitality
 Invite customers to get opt in
 Share on your paid media content that
goes to gated content (white papers or
other)

Confidential Property of Schneider Electric | Page 5

Is my customer opt in ? View on sales side

Fairly simple to see in BFO

If the envelop is not green.
The customer has not
accepted to receive the
communication.
What matters is their
corporate email.

Confidential Property of Schneider Electric | Page 6

How do I ask my customer to turn Opt in ? View on sales side

I have conversation with my customer BEFORE and I send to him an automated email thru BFO

Click

Confidential Property of Schneider Electric | Page 7

How do I ask my customer to turn Opt in ? View on sales side

Click

Confidential Property of Schneider Electric | Page 8

How does my customer accept to be Opt In ? View on
customer side
He receives a confirmation email, mind the SPAM box !

Click
Confidential Property of Schneider Electric | Page 9
How do I see if my customer accepted ? View on sales side

In BFO

Yes, the envelop is green.



Confidential Property of Schneider Electric | Page 10