Content marketing is transforming from an art to a science. Buyers now complete 60-80% of their research online before contacting vendors, relying heavily on social media. This has changed the role of sales and marketing and influenced buyers' consideration sets. Content marketing is gaining attention from companies as a way to build trust among customers and influence their decisions. For content marketing to be effective, it must be planned strategically along the customer lifecycle, distributed automatically through owned, paid and earned channels, and data-driven to be personalized.
2. Ad overload
Channel overload
Changing Buying Behavior
Source : Qmee
Buyers are using social as filters to
cut information out of the noise…
@tomdebaere
3. “BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
SiriusDecisions
4. THE MILLENIAL EFFECT
Use of social media for information or advice, by age
60
The decision makers of tomorrow
use social more and more…
50
40
30
Use in %
20
10
0
up to 30
Source : Buyersphere 2012
31-‐‑40
41-‐‑50
51-‐‑60
Older
5. All of this is
changing the
role of sales and
marketing…
@tomdebaere
10. We don’t trust CEO’s or Marketing,
but we DO trust our peers!
@tomdebaere
11. AND THAT’S
WHY ALL
EMPLOYEES
NEEDS TO
BUILD TRUST…
Customers and partners
>>> TRUST & INTEREST <<<
Marketing
Sales
Production
& Logistics
Customer
Service
ALL YOUR EMPLOYEES
@tomdebaere
By answering questions to
technical and business issues
12. and that’s why Content marketing is
catching the a_ention of marketers…
15. …and @Google!
This is what Google is doing…
• Secure Organic Search
• Google Authorship
• Panda & Hummingbird
@tomdebaere
“ Content is key – clear,
concise, informative”
“Write for real people”
18. 6 BILLION $ IN MARKETING SOFTWARE
ACQUISITIONS They all happen to be strong
When
Buyer
advocates of content marketing…
Seller
Value
2010
IBM
Unica
480 M$
2012,
2013
Oracle
Eloqua, Compendium,
Responsys
1500 + 30 + 871 M
$
2012
Microsoft
MarketingPilot
?
2012,
2013
Adobe
Efficient Frontier, Auditude, 2500 M$
Day software, Demdex,
Neolane
2013
SalesForce
ExactTarget/Pardot
SAP
Still has to buy
@tomdebaere
2500 M$
19. CONTENT MAKES SENSE
And in todays digital, content
and social driven world, it
does makes sense…
@tomdebaere
28. FROM PLATFORM SILOS TO
INTEGRATED SYSTEMS
• Single marketing platform
• Single segmentation
• End-‐‑to-‐‑End reporting
• Consolidation is on its way -‐‑
SAP, Oracle, Microsoft,
Salesforce, Adobe
CMS
CRM
Analytics
Marketing
Automation
Social
networks
Doc
Mgmt
Webinar
tool
Lead
nurturing
1
@tomdebaere
29. BUILD COMMUNITIES AROUND BRANDS
• Sounds very 2008
• But soon great content
won’t make it on page 3
of Google
• Own the community
@tomdebaere
30. WHAT DOES SMART
CONTENT MARKETING
TAKE?
Vision and
Strategy
Technology
Culture &
organization
Digital
marketing
excellence
31. www.happifish.be
We are HappiFish. From Belgium.
(You know, the land of chocolate and beer?)
We help companies to create marketing that
people actually want.
Because we believe marketing should be
relevant to customers.
P.S. We slaved all day over this Powerpoint, for You. If you like this presentation,
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