Product: Fire Fighting Equipment (17th Century)
Visual Story Telling & Demo’s
Books & White Paper Marketing
Social & Consultative Selling
Market Leadership with B2B Content Marketing
All City Departments of Amsterdam Market Leadership in Shipping
Jyske Bank
• The only TV station, with it’s very own Bank
• What happens when a big company turns their advertising budget into a media concept?
Buyer Journey IDEA OREINTATION CHOICE
Commercial Director
Customer centricity strategy
KPI’s to monitor customer centricity
Knowledge of our industry
IT Manager
IT Architecture roadmap
Implementation competences
Uptime & servicedesk
Marketing Manager
Connect with email marketing
Best selections and campaigns
360 Customer view
Sales Hassle using
Outlook & CRM How can I identify best
sales opportunities? Easy to work with
Customer Service
Using 3 systems at the helpdesk
Integration with ERP system
User interface
Boodschappen Matrix
Buyer Journey IDEA OREINTATION CHOICE INSTALLATION USAGE
C-Level Trends &
Vision Strategic Options
USP’s References
Risk’s Opportunity's
Management Organizational
Issues Solutions
Organizational Advantages
Support Optimization
User Operational
Issues Process
Improvement Operational Advantages
Training Expert
features
Technologie & Onderwijs
• Joint marketing initiative for Microsoft & Partners
• Share technology learnings and practices with educators
• Monthly webinar program in “talkshow” setting
Sale
s C
ycle
< 1
mo
nth
>
1 y
ear
low
Business Impact high
Publications Webinars & Webcasts Blogs, White papers
Newsletters
Online product comparison Free trials, Incentives
Direct e-mail
Publications Communities
Blogs, References
Online advice & scan’s Request online info & quotes
Newsletters
Social Media Search
Ads
Match with product or service
Buyer Journey IDEA OREINTATION CHOICE
Commercial Director
Customer centricity strategy
KPI’s to monitor customer centricity
Knowledge of our Industry
IT Manager
IT Architecture roadmap
Implementation competences
Uptime & servicedesk
Marketing Manager
Connect with email marketing
Best selections and campaigns
360 Customer view
Sales Hassle using
Outlook & CRM How can I identify best
opportunities Easy to work with
Customer Service
Using 3 systems at the helpdesk
Integration with ERP system
User interface
Prioritize
Buyer Journey IDEA OREINTATION CHOICE
Commercial Director
ROUND TABLE REFERENCE
CASES
IT Manager
IMPLEMENTATION CHECKLIST
SLA
Marketing Manager
HOW TO GUIDE
Sales
Customer Service
SELF TEST
Match & Win
Case: AdoramaTV
• New York based camerastore for the professional user
• Need-to-know channel for product innovation and learning
• Over 267k subscribers
Grow your content, grow your media
Blog Blog Blog Blog
Webinar Webcast
White Paper How To
E-Book
profiles
HubSpot
Did not claim but introduced “Inbound Marketing”
• Blog: > 1 mio views p/month
• Newletter: 380k subscribers
• Twitter: 481k followers
• Facebook: 730k likes
• LinkedIn: 92k subscribers
• YouTube: 15k subscribers
• SlideShare: 33k followers
Lead Nurturing Program
First download Deal
Content Marketing Program
Blog
Download
Educational emails
Webinar participation
Sales call
Proposal
6 – 12 Months
Choice Orientation Idea Usage Installation
New Roles like:
• Chier Content Officer
• Managing Editor
• Content Creators
• Social Listener
• Content Curator
• Marketing Technologist
• …….
From Silo’s to Teams