contentmarketing voor gevorderden - ingrid archer
TRANSCRIPT
![Page 1: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/1.jpg)
#b2bnl
Content marketing Next Level
In B2B eCommerce
October 2015
Masterclass
Presented by:
Ingrid Archer [email protected]
@IngridArcher
![Page 2: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/2.jpg)
#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
![Page 3: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/3.jpg)
#b2bnl
Best customer
experience possible
![Page 4: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/4.jpg)
#b2bnl
Know what your
customers want
![Page 5: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/5.jpg)
![Page 6: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/6.jpg)
#b2bnl Content consumption
![Page 7: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/7.jpg)
• 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
![Page 8: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/8.jpg)
• 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
![Page 9: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/9.jpg)
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
![Page 10: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/10.jpg)
#b2bnl What is marketing automation?
MA
RK
ET
ING
S
AL
ES
RE
PO
RT
ING
![Page 11: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/11.jpg)
• 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?
![Page 12: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/12.jpg)
#b2bnl Must have content
![Page 13: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/13.jpg)
#b2bnl Marketing collateral
![Page 14: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/14.jpg)
#b2bnl Annoying
![Page 15: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/15.jpg)
#b2bnl Successful B2B E-commerce sites
Rich content
![Page 16: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/16.jpg)
#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-to’s, manuals, white papers, market information)
![Page 17: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/17.jpg)
#b2bnl
![Page 18: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/18.jpg)
#b2bnl
It’s the
experience
that counts
![Page 19: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/19.jpg)
#b2bnl Q&A
![Page 20: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/20.jpg)
#b2bnl spotONvision B2B marketing agency
![Page 21: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/21.jpg)
![Page 22: Contentmarketing voor gevorderden - Ingrid Archer](https://reader031.vdocuments.net/reader031/viewer/2022022203/587897041a28ab375f8b6be3/html5/thumbnails/22.jpg)
www.spotonvision.com
#b2bnl Thank you for your attention
@spotONvision
LinkedIn groups:
• Passion for B2B Marketing
• B2B Marketing Forum Benelux
Ingrid Archer
@IngridAcrher