Contentmarketing voor gevorderden - Ingrid Archer

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Transcript of Contentmarketing voor gevorderden - Ingrid Archer

  • #b2bnl

    Content marketing Next Level

    In B2B eCommerce

    October 2015

    Masterclass

    Presented by:

    Ingrid Archer [email protected]

    @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-tos, manuals, white papers, market information)

  • #b2bnl

  • #b2bnl

    Its 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

    [email protected]

    @IngridAcrher