#b2bnl

Content marketing Next Level

In B2B eCommerce

October 2015

Masterclass

Presented by:

Ingrid Archer ingrid@spotonvision.com

@IngridArcher

#b2bnl

Keep customers on your website

over and over again

Keep customers on your website

over and over again

Keep customers on your website

over and over again

#b2bnl

Best customer

experience possible

#b2bnl

Know what your

customers want

#b2bnl Content consumption

• Why: To warm up a lead to be ready to buy

• To do: Create a content map / content plan based on buyer journey

• How: Workshop – include buyer and customer insights

• Result: Sophisticated leads programme> qualified leads

#b2bnl Lead nurturing

• Why: To warm up a lead to be ready to buy

• To do: Create a content map / content plan based on buyer journey

• How: Workshop – include buyer and customer insights

• Result: Sophisticated leads programme> qualified leads

#b2bnl Lead nurturing

1. Accelerate the sales process by guiding buyer through a structured

buying process

2. Keep your company/solution top of mind

3. Reveal your benefits in serial sound-bites

4. Capture qualification profiles

5. Measure and increase the prospects’ interest

#b2bnl Five goals of lead nurturing

#b2bnl What is marketing automation?

MA

RK

ET

ING

S

AL

ES

RE

PO

RT

ING

• Improve the quality of your leads

• Increase productivity and efficiency of the marketing department

• Use multi-channel campaigns to engage with customers and

prospects

• Increase engagement and gain more valuable insights in your

target audience

• Improve relationships with buyers and existing customers

• Show the ROI of marketing to your organization

#b2bnl Why marketing automation?

#b2bnl Must have content

#b2bnl Marketing collateral

#b2bnl Annoying

#b2bnl Successful B2B E-commerce sites

Rich content

#b2bnl The journey: from lead to customer

Images Videos (informative, educational, case studies)

Detailed Product information (all details and added value for the buyer)

Interactive approach (have you thought about…)

Product configurators (self service or combinations)

Virtual product tour

Product comparisons

Educational information (instructions, how-to’s, manuals, white papers, market information)

#b2bnl

#b2bnl

It’s the

experience

that counts

#b2bnl Q&A

#b2bnl spotONvision B2B marketing agency

www.spotonvision.com

#b2bnl Thank you for your attention

@spotONvision

LinkedIn groups:

• Passion for B2B Marketing

• B2B Marketing Forum Benelux

Ingrid Archer

ingrid@spotonvision.com

@IngridAcrher