11. That long list is less and
less influenced by
marketing and sales.
THE LONG LIST
12.
13.
14.
15. WHAT SHOULD
MARKETING DO?
Listen & answer,
company wide
Create content with
buyers in mind
Set content free &
promote heavily
Help the
organization
16.
17. THIS IS NOT
ABOUT
MARKETING
ALONE Marketing Sales Production
& Logistics
Customer
Service
>>> TRUST & INTEREST <<<
Answer questions & business issues
(with products and content)
HR
Customers Recruits
18. Stories ma_er to customers, and
future employees
Employees are “promise keepers”
Only real stories make employees
proud, and are shared
GIVE EMPLOYEES A VOICE, A FACE, AND A CHANNEL
Image source: Managing Content Marketing, Joe Pulizzi
20. Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor in HR
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Internal communication
21. EMPLOYEE TRAINING ON NEW ROLES AND RESPONSIBILITIES
• Evangelization
• Content creation &
amplification
• Social media and escalation
mechanisms
• New roles, processes and
governance
33. • Only corporate cultures rooted in trust can do this
• Connect “peers to peers” – train, facilitate, remove
barriers
• Connect and work with marketing – embed employer
brand into content, help orchestrate
• Enrich your culture -‐‑ content creation, sharing and social
• Competences & on-‐‑boarding training
• Incentives & gamification
• Internal communication
KEY
SUCCESS
CRITERIA
