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As Head of Digital Marketing for Cascades PRO®, Mathieu Morin shares his thoughts on the challenges and key strategies for navigating the ever-changing digital landscape.
What is the company's mission?
Cascades PRO®, a division of Cascades Tissue Group, offers hygiene solutions and tissue papers designed for commercial and professional needs across North America.
As pioneers in sustainable development, we help decision-makers find the perfect balance for the specific hygiene needs of their business. Cascades PRO® stands out in the industry for its value-added services delivered by its multidisciplinary customer team (marketing, digital, sustainability, sales, supply chain and market intelligence).
What are your responsibilities within the company?
As Senior Digital Marketing Manager for almost a year, I'm responsible for the Digital team and the group's digital strategy. Our team maintains the digital ecosystem (website, social networks, newsletters, etc.), and is responsible for advertising and content creation. The team also looks after Product Information Management (PIM) and associated platforms, as well as various other digital tools used internally.
Finally, the Digital Team offers digital services to distributors and resellers of Cascades PRO products. These services take the form of consulting, PIM optimization, content creation and more.
What are your biggest challenges in digital marketing today?
I've been in the job for less than a year, and my main focus right now is on creating a digital plan and implementing it. The biggest challenge is probably keeping abreast of digital trends, marketing innovations and advances in artificial intelligence, while maintaining a strategic vision aligned with our business reality.
With new legislation surrounding the protection of private data and the gradual disappearance of tracking tools (e.g. cookies), mastering our primary data in order to continue offering personalized and relevant content is probably a second rather important challenge for us in 2024.
Finally, the rapid rise of B2B e-commerce obviously brings some challenges internally, mainly in terms of integrating new customer platforms, but I'd say this last point is more of an opportunity for us!
What are you doing to meet these challenges? Have you already seen results?
Mainly, our team makes sure we keep up with trends and stay very close to our customers. Communication is probably the best tool we have right now to ensure that we stay up to date and maintain a high level of service. And to achieve this, we rely mainly on teamwork and our multidisciplinary offering mentioned above. All this is in line with 2 of Cascades' 4 core values: "Stronger together" and "Speak the truth"!
In terms of data, one of our strategic objectives for 2024 is to take control of our primary data. One of our projects is to migrate our division to HubSpot. We're currently at the end of the migration, so the effects will probably be felt more in 2024.
What HubSpot services do you use?
We use the marketing module.
Why did you choose HubSpot?
We're currently in transition, but we hope that HubSpot will enable us to improve our newsletter and automated e-mail management, optimize our campaigns and gain better control over our data.
In the medium term, we plan to explore some AI-assisted automation tools.
How does HubSpot support you in your efforts to increase your company's visibility?
As mentioned, we're currently in the middle of a transition period, so we haven't seen any impact yet. But we plan to use HubSpot for several elements such as newsletters, landing pages and automation.
What are your main objectives for the next five years?
Our main objective is to implement our digital plan to position ourselves as a digital leader for our customers, bringing them even greater added value. As mentioned above, B2B commerce is undergoing a major transformation, with a significant shift towards e-commerce and digital in general. Our aim is therefore to lay the foundations for positioning ourselves in this transition.
Over the next few years, we'll be doing everything we can to support our customers and contribute to the growth of Groupe Tissu and our partners!
With an eye to the future, Cascades PRO® is positioning itself to become a digital leader, offering added value and essential support to its customers in an ever-changing landscape. The migration to tools such as HubSpot reflects their commitment to embracing digital opportunities and anticipating emerging market needs.