No content, no saleAnd in a couple of slides you will understand why

Rebecca Vanderpiete, representing Barco’s Corporate Marketing team17 March 2016

If you ever ...

go the cinema

hold a wireless powerpoint presentation

or go for a medical screening

...then you’ve already experience Barco

ENTERTAINMENT

ENTERPRISE

HEALTHCARE

More collaborationMore efficient meetings

Connected visualisation tools for demanding professionals

+1 billion €

And growing

90+Countries,

HQ in Belgium

Years of technology innovation track record

80+

Leads Expertise

Content is key

No short term repeat business

High share of innovation

94%

Source: State of B2B Procurement Study, Global study, Accenture Interactive

search online prior to contact

Again, content is key

Focusing on... product launches... tradeshows

The road towards ongoing customer

engagement

Foundations of customer engagement

Content

Contacts

Platforms

Processes

Foundations of customer engagement

Content

Contacts

Platforms

Processes

1 database

Infinity marketing

Contact intelligence

Foundations of customer engagement

Content

Contacts

Platforms

Processes

Customer engagement platform

Partner automation platform

Content Mgt System

www

Foundations of customer engagement

Content

Contacts

Platforms

Processes

P x P x V x V x C

“Discover-Consider-Decide”

Editorial calender

15

Discover Consider Decide

Example content pieces

Internal content guidelines

Talk the language of the customer

Provide proof

As short as possible

Show, don’t tell

Measure and learn

Experiment

New: recycle content

Blog post responding to news article : “Misperception of the radiologist: ‘Staring at a lightbox is what we did 20 years ago’”

Talk the language of the customer

Provide proof

As short as possible

Show, don’t tell

Measure and learn

Experiment

New: recycle content

Talk the language of the customer

Provide proof

As short as possible

Show, don’t tell

Measure and learn

Experiment

New: recycle content

Talk the language of the customer

Provide proof

As short as possible

Show, don’t tell

Measure and learn

Experiment

New: recycle content

Talk the language of the customer

Provide proof

As short as possible

Show, don’t tell

Measure and learn

Experiment

New: recycle content

CTR 0.6%

CTR 3.5%

CTR 4.8%

Talk the language of the customer

Provide proof

As short as possible

Show, don’t tell

Measure and learn

Experiment

New: recycle content

Talk the language of the customer

Provide proof

As short as possible

Show, don’t tell

Measure and learn

Experiment

New: recycle content

1 video recycled to 4 new content

pieces

2015 web figures show that better content leads to substantially higher engagement

+8% +46% +17%

Reach Engagement Conversion

web leads

Start small, build successes

“Steal with pride”Involve the team in the . . the change process .

Make a case with available budgetChoose the right moment

How to get started ?

Today’s challenges

Technology control

Stronger sales adoption

Contact database

Translations

www.barco.com/jobs

www.barco.com