ANDES

PROJECT

Ilayda Igci,
Jeanne Kernisan,
Mick Piels,
Rick van Pinxteren
 • Analysis section
• Advice section
• Target group
• Sales People
Contents of • Marketing and tooling
the Project •
•
Objective and KPI's
How to measure
• Sales and Marketing organization
• Question Segment

02
 The Andes has several applications, of which the following
are the most important for this assignment
• Isoline Routing

ANALYSIS • Drive time matrix

• Service Center

SECTION The product that is chosen for this assignment is Isoline

Routing.
An Isoline tells you in order
• How far you can go

About Andes
• From any point
• In a given time
Andes is a relatively young organization located in • With a certain modality like a car, bike or by foot
Eindhoven and sells Geodata solutions, applications and
software in a B2B setting.
About Andes structure

Management
(General Manager,IT manager and Product owner)

Sales&Marketing
Digitalization&Development (4 account manager of which one in Germany 1
(digitalization&product development) marketeer and 1 communication specialist)
Online
Representation

Marketing is mostly done by Linkedln and newsletters but

they also conduct a bit of SEA, SEO, and Google
Advertising.
Andes' online presence is limited. They have a Linkedln
page on which they are quite active. They don't have a
Facebook or Instagram page.
 • Governments
• B2B companies
• Constructions companies
• Engineering companies.
Target Groups
 Competition Analysis

Geopostcodes Tom Tom HereData GIM Geogap ESRI

GeoGap is active in the
Its analysis of
development of
Geopostcodes is TomTom is a global HereData is a platform GIM delivers its geographical data. Esri
geographical datasets. is active in various
delivering the biggest provider of navigation that combines location- customers the most Their main focus is real industries and presents
zip/postal code database data, on-time traffic data, related data and content updated and diverse estate market. offline events.
of the world. accurate navigation and in that way helping geodata. they deliver
It's complete and ready- maps, and APIs. organization their customer most
to-use company appropriate data. CityGis CleverMaps
CityGis is active in the It utilizes geographical
development, data to provide a
management and sharing solution to location-
of geodata mixed related issues.
 Best Practices
This section is include a theory section and a description
I think Starbucks is one of the best best practices of a company that you think is doing well
their demand generation activies.
companies doing well in their demand
generation strategy. They used every tool
like the podcast, video, social campaign,
social media, and also we can easily find
Starbucks is everywhere driving distance
of five minutes or less. This can be
accomplished using what is known as
Isoline Routing
 Advice Section Attract
Useful content, earning people attention by eliminating barriers with blog, SEO,social
publishing

Engage
How to reach their target group? make easy buyer's journey, opening relaitonship via website, email personalization,
database, segmentation, lead nurturing

Andes Company has to use inbound

marketing as a strategy in order to attract Delight
customers by creating valuable content and Help support and empower customers to reach their goals, creating buzz with reviews,
customer loyalty programs
tailored experiences.

• They should give customer feedback to fully understand whom they

try to teach and elaborate a strategy that can mix the digital with
their commercial objectives
How will you ensure that their salespeople come
into contact with the right contact ?

• Linkedln Sales Navigator

• Inmail
• Branches Fairs
• BANT Model
 Tooling we advice

• Content Marketing (blogging)

• SEO (geodata&isoline routing)
• SEA
• Linkedln Sales Navigator
• Social Media Performance
 Objectives & KPI's

• 5 SQL and 1 sale(Sales Linkedln)

• 4 fairs per year, 1SQL per fair (fairs)
• 1 e-mail per week & lead per quarter (emailing)
• 2 blogs per week & one lead per month(content marketing?
• SEO Proof & one lead per month (SEO)
• 2 key terms and 5 leads (SEA)
• Posting content (one lead per month per channel) (social media)
How should Andes organize its
marketing ?

• Functional Organization

They should focus their efforts on activities such

as social networking, emailing and using the right
tools to increase traffic to their activities.
Sales Organization
Measuring

How and how often will you measure your results?

Budget Metrics and KPIs Comparative Ratios

Andes compares actual results against each

month
How are you going to use there to improve and optimize processes?

Process mining DMAIC PDSA

Questions Segment