“Across industries, the marketing and selling context has changed.
Buyers are behaving differently, they are connected to more information, earlier in the sales process.
Therefore the work required to make a sale is becoming more complex.”
>>>Harvard Business Review 2006
2
While We’re Living In A World of Connections…
…It Is Still The Handshakes That Count3
“As a new age of customers gets better at accessing company information
and understanding the competitive landscape, businesses are forced to work smarter not harder.”
>>>Aberdeen Group Sept 2008
4
Schlumberger: A 15 Year Evolution From Credentials To Content To Connections
1996: Credentials & Product
2001: Dynamic Content
5
Leveraging Schlumberger’s Assets: Credentials, Content , and Connections
2010: High Value Marketing Assets
6
1. MapWhat your
customers want to know
2. FocusWhat you know into marketing
assets
3. ConnectShare what you know
to attract, nurture and profile more
prospects
How To Make It Work
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1. Understand What Your Customers Want To Know
Understand The Range Of
Information They Are Looking For
Get Customer Intelligence By Tracking Digital Footprints & Customer Touch-points
8
Hig
h V
alu
e
Research
How to
Thought leadership
Need & Gap assessment
101 education & glossaries
Qu
ick
Hit
Top 10 lists
Q&A
PR & News
Backstage pass
Personality driven
Tab
le S
take
s Product tours and overviews
Success stories and case studies
ROI & Biz case
Company credentials & info
2. Focus What You Know Into Marketing Assets & Sales Support
Intelligent Data Capture
Triggered & Timed Nurturing
Smart Collateral
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3. Connect To Attract, Nurture, and Profile More Prospects In Your Pipeline
Use Digital Tools To Load Your Prospect Database With More
Profile Information and Integrate Marketing & Sales Programs 10
Quick Demo Video
11
Next Steps: 3 Ways To Get More Customers
Knowledge Marketing Programs1. Pilot: 3 month pilot
Increase lead capture and pipeline visibility Build awareness by leveraging existing knowledge assets Test 3-4 demand generation tactics
2. Full: 6- 12 month program
Optimize lead capture and pipeline visibility Build awareness with targeted knowledge assets Optimize inbound/outbound demand generation Optimize prospect nurturing
3. Custom: 12+ month program
Optimize lead capture and pipeline visibility Optimize awareness growth with accelerated development of knowledge
assets Optimize inbound/outbound demand generation with customized tools Optimize prospect nurturing Full sales process integration
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Thank You
Go to www.brainrider.com for a free copy of our e-book“How to use KNOWLEDGE MARKETING
To CREATE B2B CUSTOMERS”
I
Want
To Create
New
Customers
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