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Innovation Applied to B2B Content Marketing

Veronique Lafargue, Global Head of

Content Strategy, Google

Google recipe for innovation applied to B2B content marketing Veronique Lafargue, Global Head of Content, Google Apps for Work

Know the user

Anywhere, anytime

Do not delegate empathy

An emotional journey Anxious,

suspicious Happy, proud

Needing Budgeting Comparing Testing Deploying

“We’re lost at first in having to choose a vendor. We have to search. It is tiresome, laborious. It is often a win or lose situation”

“We are always suspicious”

“Finally, we have to help people be successful – to adopt the new tools”

Test everything

“It seems for small businesses. For it to talk to me it would have had to be more of an office atmosphere.”

Details make a big difference

“This is it! This is what some people do and they can get a lot from Google Apps.”

●  Don’t delegate empathy ●  Acknowledge emotions ●  Pay attention to details

Proprietary + Confidential Know the user

Think 10x

10x Your creative time

Higher engagement

10x Your impact: Discover your superpower

●  Make time for creativity

●  Be an internal evangelist

Think 10x

Prototype

Prototype

Nobody likes to fail but everyone likes to learn

Know the user - Think 10X - Prototype

Thank you! Veronique Lafargue, Global Head of Content, Google Apps for Work

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