Contentmarketing voor gevorderden - Ingrid Archer
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#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
@IngridAcrher
