Matthäus Michalik, Co-Founder of CLANEO, presents “Synergies Between Content Marketing & CRM: How Good Content Enhances Your CRM Stategy”. The importance of presenting good content at the right time via the right channel is explained and demonstrated. Find us at www.heroesofcrm.com And follow us on: YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA Facebook: https://www.facebook.com/heroesofcrm/ Twitter: https://twitter.com/heroesofcrm Instagram: @heroesofcrm

1. Synergies Between
Content Marketing & CRM
How Good Content Enhances Your CRM Strategy
Matthäus Michalik, Co-Founder CLANEO GmbH
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Berlin,05.04.2019

2. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
ORGANIC
Strategy, On- & Offpage
Audits & Offpage Marketing
CONTENT
Content Creation
&
Optimization
COMMERCE
Amazon Optimization
&
Amazon Marketing
PAID
Google Ads,
Facebook
Ads
AD
We ♥ Performance
CLANEO offers all relevant services for a sustainable
search and performance marketing approach
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

3. FIRST
THINGS
FIRST…Heroes of CRM 2019: Synergies Between Content Marketing & CRM

4. CRM IS MORE
THAN JUST
E-MAIL
MARKETING
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

5. REACHING
CUSTOMERS IS
CRUCIAL FOR
EVERY BRAND
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

6. E-MAIL, SOCIAL, SMS,
PROGRAMMATIC, PUSH
NOTIFICATIONS, DIRECT
MAIL, WEBSITE, CALL
CENTER, SEARCH, RE-
TARGETING, WHATSAPP…
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

7. How can classify our
customers better?
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

8. Active Phase
Passive Phase
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

9. User is aware
of our product
User is unaware
of our product
Passive Phase
Active Phase
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

10. What are the objectives
of each phase?
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

11. PERFORMANCE
BRANDING
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

12. Goal: Being visible when our target
group shows interest in our product
Goal: Being visible in our
relevant target group
PERFORMANCE
BRANDING
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

13. Which channels should
be used?
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

14. PAID / ORGANIC / CSE
RETARGETING
DISPLAY / VIDEO
SOCIAL / NATIVE
PERFORMANCE
BRANDING
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

15. What's the next trigger?
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

16. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Purchase / Registration:
The interested person becomes
a customer

17. Active Phase
Passive Phase
Customer Phase
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

18. PERFORMANCE
BRANDING
RETENTION
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

19. Goal: Helping the customer
to use the product or re-order
RETENTION
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

20. E-MAIL / RETARGETING /
SOCIAL / WHATSAPP / APP /
SMS / PUSH NOTIFICATIONS /
DIRECT MAIL / CALL CENTER /
…
RETENTION
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

21. How to approach all
user phases?
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

22. We need the right message at
the right time, the right place
and the right medium.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

23. Content plays the crucial role here.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

24. Content marketing can help to
reach users across all channels.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

25. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
What does a classic customer
journey look like?

26. Interest Desire Action Satisfaction ConvictionAttention
Websit
e
FA
Q
Blog/Magazine
Display
Video
Social
Native
Whatsapp
E-Mail
Social
PPC
Organic
Social
Reviews
Word of Mouth
PLAs
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

27. Interest Desire Action Satisfaction ConvictionAttention
Websit
e
FA
Q
Blog/Magazine
Display
Video
Social
Native
Whatsapp
E-Mail
Social
PPC
Organic
Social
Reviews
Word of Mouth
PLAs
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Different points in the customer journey
lead to different needs

28. Interest Desire Action Satisfaction ConvictionAttention
Websit
e
FA
Q
Blog/Magazine
Display
Video
Social
Native
Whatsapp
E-Mail
Social
PPC
Organic
Social
Reviews
Word of Mouth
PLAs
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Content can ensure that we offer exactly
what the customer is looking

29. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Who has ever bought a built-in kitchen
in his live?

30. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
... as single it may still be simple ...

31. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
My personal hero for today is the
eternal single work colleague, who
chose two dishwashers instead of
two wall units when planning his
built-in kitchen.
Crockery is taken from one, used
and put into the other.
Great idea.

32. Topic: Kitchen
Customers have countless questions - Brands have to answer them all
Heroes of CRM 2019: Synergies Between Content Marketing & CRM

33. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Interest Desire Action Satisfaction ConvictionAttention
Magazine Content
Category Content
Product Content
Service Content
INSPIRATION
▪ Best kitchen ideas for small flats
▪ When to plan your kitchen?
▪ When to order a kitchen?
PRODUCTS
▪ Nolte kitchens with glass fronts
▪ Nolte kitchen with round corners
▪ Nolte kitchen without appliances
BRANDS
▪ Kitchen Nolte
▪ Which kitchen is better: Nolte or Nobilia?
▪ Nolte Kitchen vs IKEA
▪ How to deep clean your kitchen
▪ How to properly clean a kitchen work surface
▪ How to upgrade kitchen cabinet doors
SERVICE

34. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Take away:
Synergies Between
Content Marketing & CRM

35. We need the right message at the right time, the right
place and the right medium.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Interest Desire Action Satisfaction ConvictionAttention
Long before the purchase Shortly before the purchase After the purchase
BRANDING PERFORMANCE RETENTION
Passive Phase
Active Phase
Customer Phase
User buys
our product
User interacts
with our ad

36. Matthäus Michalik
Gründer & Geschäftsführer
Claneo GmbH | Landsberger Allee 117A | 10407 Berlin
T: +49 30 767 319 012
M: matthaeus.michalik@claneo.de
H: https://www.claneo.de
We ♥
Performance
ORGANIC PAID CONTENT
Google Ads,
Facebook Ads
Content Creation &
Optimization
Strategy, On- & Offpage Audits
& Offpage Marketing
COMMERCE
Amazon Optimization &
Amazon Marketing
AD