Barry Callebaut *
As marketing manager at European level, it is important for me to have a good knowledge of our clients or prospects, to know about their news, their innovations to identify business opportunities that would create value for them, differentiate them, create new consumer experiences that in particular are perfectly aligned to theur strategy and problems.
Based on an identified clients / targeted prospects list, the aim was to implement monitoring of press/web/social media at European level in order to collect all information about them in our sector of activity. That collection of information was then transcripted by the Argus de la presse as fortnightly newsletters to the managers of big European accounts and the R&D and packaging department.
In addition to strengthening the message on priority targets with the sales teams, the implementation of that solution allows us sharing with teams on ideas for product or service development or action recommendations. This also enables us to strengthen our credibility and legitimacy with clients by showing them that we have an accurate view of their strategy and various activities.