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Contentmarketing voor gevorderden - Ingrid Archer

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Veröffentlicht am

Masterclass van Ingrid Archer tijdens het B2B E-commerce Congres 2015

Veröffentlicht in: Business
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Contentmarketing voor gevorderden - Ingrid Archer

  1. 1. #b2bnl Content marketing Next Level In B2B eCommerce October 2015 Masterclass Presented by: Ingrid Archer ingrid@spotonvision.com @IngridArcher
  2. 2. #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
  3. 3. #b2bnl Best customer experience possible
  4. 4. #b2bnl Know what your customers want
  5. 5. #b2bnlContent consumption
  6. 6. • 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 #b2bnlLead nurturing
  7. 7. • 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 #b2bnlLead nurturing
  8. 8. 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 #b2bnlFive goals of lead nurturing
  9. 9. #b2bnlWhat is marketing automation? MARKETINGSALES REPORTING
  10. 10. • 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 #b2bnlWhy marketing automation?
  11. 11. #b2bnlMust have content
  12. 12. #b2bnlMarketing collateral
  13. 13. #b2bnlAnnoying
  14. 14. #b2bnlSuccessful B2B E-commerce sites Rich content
  15. 15. #b2bnlThe 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)
  16. 16. #b2bnl
  17. 17. #b2bnl It’s the experience that counts
  18. 18. #b2bnlQ&A
  19. 19. #b2bnlspotONvision B2B marketing agency
  20. 20. www.spotonvision.com #b2bnlThank you for your attention @spotONvision LinkedIn groups: • Passion for B2B Marketing • B2B Marketing Forum Benelux Ingrid Archer ingrid@spotonvision.com @IngridAcrher

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