From targeting issues to automation scenarios, including the creation of materials, Olivia Luneau – Head of Digital Marketing at SFR Business – shared her experience with us in a Masterclass.
This Masterclass took place during the 6th edition of Inbound Marketing France in Rennes.
Olivia, can you describe the main missions of Digital Marketing at SFR Business?
SFR Business, SFR’s corporate brand, offers telecom packages and services to all companies, from very small businesses to multinationals, including public administrations.
In the digital marketing department, our role is twofold: generating new business opportunities, but also informing our customers as part of their contract.
We have a database of more than 800,000 business contacts that we continuously qualify.
In 2022, more than 500 marketing campaigns were carried out, thanks to a team that manages everything end-to-end, from content creation to the setup of scenarios, including targeting, all the way through to results analysis.
You have a substantial database, how do you manage it?
First of all, it is a 100% SFR Business database. Given that in B2B, around a quarter of a database becomes obsolete each year, keeping data up to date is essential. In addition, GDPR policy requires us to maintain traceability of this database as well as rigorous unsubscribe management.
We work on our contact database along 3 axes: qualification, acquisition and personalization.
Our database is automatically qualified: an API set up from our data warehouse allows us, thanks to the SIREN number, to enrich it with the company’s official data, assign it a “ prospect ” or “ customer ” status for SFR Business, as well as the subscribed offers so that we can target them.
In addition, the Webmecanik marketing automation tool makes it possible to identify in real time whether contacts in this database have visited pages on our website, and thus determine interest in this or that type of offer, or even detect new projects within companies. The Webmecanik solution records all information and updates the segments and scoring of each contact 24/7.
We have a database with demographic data, company data and behavioral data, which enables us to carry out precise targeting.
This tool also makes it possible to acquire new contacts through newsletter sign-up or eBook download campaigns thanks to the creation of landing pages integrating a request form. These forms can be progressive : only useful or missing information is requested in order to receive the link to the desired content.
Finally, the personalization of our campaigns naturally takes into account the segments and scoring associated with each contact in order to personalize marketing scenarios and their content. But that is not all. Thanks to an integrated database of sales representatives, we can send an email signed by the account sales representative.
Speaking of which, what can you tell us about the “ trade secrets ” of your marketing campaigns with Webmecanik Automation?
We set up two types of campaigns : Weekly sends related to our news or our offers. They are personalized and sent according to the segments assigned to contacts in Marketing Automation, as well as the information we have on the offers subscribed to by customers in our CRM. These recurring touchpoints with our customers and prospects are planned in advance over the year.
This roadmap is supplemented by automated campaigns based on the behavior of users. These are “ triggers ”, that is to say marketing scenarios that are automatically triggered under certain conditions. For example, we have nurturing campaigns that, thanks to a series of 5 emailings sent weekly, provide insight into in-depth topics such as collaborative work or cybersecurity, ending with an offer to connect with a sales representative. Finally, we have specific campaigns related to businesses’ eligibility for fiber depending on their location.
Webmecanik’s methodology for building campaigns is extremely simple and practical on a daily basis. Discover our methodology here
How do you ensure compliance with legislation on the processing of personal data?
First of all, by using Webmecanik Automation, we secure the services of a French company hosting our data in France. This protects the customers and prospects in our database from extraterritorial laws that could affect them legally on the basis of foreign laws, and economically through the transmission of confidential information.
Next, Webmecanik has a security policy that complies with Altice Group standards.
Finally, our Customer Success Manager at Webmecanik, as well as the training courses available online on Webmecanik Academy, share best practices with us on implementing consent (opt-in), or updating our user preference center.
Tell us about your relationship with Webmecanik: what does a large enterprise like SFR Business expect from its software provider?
The close relationship and all the support tools made available by Webmecanik were clearly part of our decision when we wanted to change our marketing automation solution.
We appreciate the support integrated into the solution, “The Webmecanik Academy”, which allows direct in-context access to a knowledge base of technical and functional solutions. As well as the possibility of opening a ticket for a problem we are stuck on.
In addition, we have a meeting every two weeks with Delphine, our dedicated Customer Success Manager. We take this opportunity to evolve our uses in order to improve the performance of our campaigns. Delphine shares her experience with us and also keeps us informed of the solution’s latest technical developments. This relationship of trust is essential.
All these services make Webmecanik an essential partner for our digital marketing team, and a solution our teams can work with confidently.
What are the Webmecanik Automation features that you appreciate most on a daily basis?
Very clearly, the “email builder”, which makes it possible to create the emails sent in HTML, is very intuitive with very practical “ drag & drop ” features.
The “email builder” allows us to personalize creations with, in particular, data present in the CRM fields. We start either from templates prepared in advance for recurring campaigns, with graphic consistency usable by the whole team, or from personalized ad hoc creations.
We also work on original HTML creations produced by designers, which we import directly into the tool. Landing pages are just as easy to create and customize with integrated forms.
A piece of advice you would give to a digital marketing manager in a large enterprise?
The 5 pillars of success in deploying a marketing automation solution that we have just discussed are all equally important:
- Rigorous management of the database.
- The creation of automated and personalized campaigns that save the team time and bring added value to our sends.
- Ensuring legal compliance and data security for a lasting relationship of trust with our customers.
- Personalized, close support from the publisher of the software used. Not only at the time of sale, but throughout its use.
- An intuitive tool that is easy to learn, with a pleasant design.
Watch the full masterclass
A form will be offered to you to view the full video; if the video does not appear, try accepting cookies
