From data security issues to automation and nurturing scenarios, Olivia Luneau – Digital Marketing Manager at SFR Business – shared her experience with us during a Masterclass.
This Masterclass took place during the 6th edition of Inbound Marketing France in Rennes.
Olivia, can you describe the main responsibilities of Digital Marketing at SFR Business?
SFR Business offers companies mobile telephony and unified communications services, fixed-line services, high-speed internet, and cybersecurity & cloud offerings to secure data end-to-end.
In the digital marketing department, our role is twofold: informing our users as part of their services, and generating business opportunities. We have a database of more than 800,000 business contacts that we continuously qualify, and with which we maintain appropriate and automated communication that complies with the GDPR.
In 2022, more than 500 marketing campaigns were carried out, with a team of 3 people managing everything from content creation, scenario setup, and results analysis.
You have a large customer database; how do you manage it?
First of all, it is a 100% SFR database. That is essential, because consent cannot be transferred. Then, in B2B, more than a third of a customer database potentially becomes outdated every year. Updating data and ensuring its traceability is essential.
We work on our contact database along 3 axes: qualification, acquisition, and personalization.
Our database is automatically requalified in real time based on visits to pages on our website, and according to downloads of white papers and other marketing resources. Our Webmecanik marketing automation solution records all the information and updates each contact’s segments and scoring 24/7.
Our Marketing Automation and CRM SaaS solutions are synchronized. This makes it possible to personalize content and campaigns according to the customer’s relationship with the company SFR Business, such as whether they are a customer or a prospect, or the details of the offers and services they use.
This fine-grained targeting allows us to keep demographic, behavioral, and company data 100% up to date in our database.
Acquiring new contacts allows us to grow the prospect database that we can nurture with relevant content. Acquisition campaigns such as newsletters include content that addresses the questions our future customers are asking themselves. We provide them with well-argued answers through thematic ebooks, or through our library of webinar replays created previously. The CTAs (Call To Action) on the pages of our websites update our CRM dynamically through progressive forms. Only useful information that we do not already have is requested.
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. Scheduled or conditional campaigns – such as onboarding a new customer – are sent under the name of the dedicated salesperson. This is a database of more than 100 salespeople that we keep up to date, without having to modify anything in the existing marketing campaigns when a salesperson changes.
Speaking of which, what can you tell us about the inner workings of your marketing campaigns with Webmecanik Automation?
We set up two types of campaigns.
The first are weekly sends related to our company 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 in our CRM about the offers used by customers. These recurring touchpoints with our customers and prospects are planned in advance throughout the year.
This campaign roadmap is supplemented by automated campaigns based on user behavior. These are triggers, meaning marketing scenarios that are activated automatically under certain conditions. For example, if a prospect moves from prospect status to customer status in the CRM, then a welcome – or onboarding – campaign made up of several sequenced emails helps streamline the customer relationship at the start and continue a positive commercial experience. We also have many nurturing campaigns following visits or downloads that add scoring points. These email campaigns are sent when a points threshold is reached. They provide information on in-depth topics such as collaborative work or cybersecurity, leading to solution proposals and generating new leads, both among prospects and with customers. This allows us to increase the number of offers used, what we call cross-selling or add-selling.
Finally, we have specific and more topical campaigns such as fiber eligibility detection when a new city becomes eligible.
Webmecanik’s methodology for building campaigns is extremely simple and practical on a daily basis.
How do you ensure compliance with legislation on the processing of personal data?
First of all, by using Webmecanik Automation, we benefit from the services of a French company hosting our data in France. This protects our business users from extraterritorial laws that could affect them legally on the basis of foreign laws, and economically through the transmission of confidential information.
Next, we have a security policy that complies with the group’s standards. Our customers trust Altice (the group to which the SFR Business brand and company belong) for the security, confidentiality, and traceability of the personal data they entrust to us. They are right to do so.
Finally, we maintain an ongoing dialogue internally and with our partners and suppliers regarding security and data protection. This allows us to adapt to the recommendations of the CNIL in France and to European directives such as the GDPR or the Privacy Shield.
Our Customer Success Manager at Webmecanik, as well as the online training courses available on Webmecanik Academy, share best practices with us on setting up 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 were clearly part of our choice when we wanted to change our marketing automation solution and improve the performance of our customer relationship.
We appreciate the support integrated into the solution, which provides direct access, in context, to a knowledge base of technical and functional solutions. The possibility of submitting a ticket for an asynchronous response, with an initial reply within 2 hours and resolution within 48 hours on average, also explains Webmecanik users’ 98% satisfaction rate.
Next, we have a meeting every 15 days with Delphine, our Customer Success Manager dedicated to SFR Business. We use this time to evolve our use cases in order to improve performance. Delphine shares her experience with us and also informs us of the latest technical developments in the solution. This relationship of trust is essential.
Finally, the whole team has 24/7 access to the online training library offered by Webmecanik Academy. Whether it is the new module of the month, or all the existing training courses, which are regularly updated. On software features such as email personalization or scoring, on campaign ideas such as scenarios to implement for webinars, or on general topics such as performance measurement or GDPR updates.
All of this makes Webmecanik an essential partner for our digital marketing team, and a solution our sales teams can rely on with confidence in their relationships with customers.
Which Webmecanik Automation features do you appreciate most on a daily basis?
Quite clearly, the builders, which are among the most modern we have used, both in terms of drag & drop UX and well-designed functionalities.
The email builder allows us to create customizable emails using all the behavioral data from marketing automation or CRM fields. We either start from templates created beforehand for recurring campaigns, with graphic consistency that can be used by the whole team.
We also work on original HTML creations produced by designers, which we import directly. They are also highly customizable.
Landing pages are just as easy to create and customize. We integrate progressive forms that have a spectacular effect on the number of completions. Beyond 3 questions, performance drops sharply. We only ask for the information essential to the service and that we do not yet have in our database.
A piece of advice you would give to a digital marketing manager in a large enterprise?
Of the 5 pillars of success in deploying a marketing automation solution that we have just discussed, none should be neglected; all are equally important:
- Rigorous management of the customer database in terms of updates and obtaining consent.
- Creating automated campaigns that deliver added value at the right time and to the right person.
- Ensuring legal compliance and data security to guarantee – for yourself and your customers – a lasting relationship of trust. Trust providers that must comply with the same legislation as yours, not that of their country of origin.
- Personalized, close support from the publisher of the software you use. Not only at the time of sale, but throughout its use. Ask to meet your future CSM and the support procedures, and speak with users.
- Prioritize useful features with pleasant design that are easy to use, and capable of performing on large volumes.
Watch the full masterclass here:
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