customer first! a customer-centric approach to content ... · customer first: how to build an...

Customer First: How to Build an Amazing Customer-Centric Approach to Content Marketing

Amanda Nelson,

Director, AppExchange Community Marketing, Salesforce

Customer First!A customer-centric approach

to content marketingAmanda Nelson

Director, Community Marketing Salesforce

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@amandalnelson

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@amandalnelson

leads

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@amandalnelson

leads

leads

leads

leadsleads

leadsleads

leadsleads

leads

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@amandalnelson

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@amandalnelson

80/2020% of your customers bring in 80% of

your revenue.

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@amandalnelsonSource: Entrepreneur Magazine

4-10xCustomers are 4-10x more likely to buy more

from you than prospects.

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@amandalnelsonSource: Pricing for Profitability

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@amandalnelson

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@amandalnelson

HERE’S HOW

@amandalnelson

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THIS WORKS TOO

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@amandalnelson

AND THIS

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@amandalnelson

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@amandalnelson

SO…

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HOW WE’LL DO THIS

PLAN BUILD EXECUTE

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Inspire and guide customer and partners with content and

community marketing that drives their success and AppExchange

growth, while having the time of our lives.

PLAN CONTENT BY STAGE

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Content marketing greatness

Customer marketing meh

Not happening

PLAN CONTENT BY STAGE

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Content and customer marketing greatness

REUSE AND REPURPOSE CONTENT

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TOP OF FUNNEL CONTENT

Reach prospects

MIDDLE/BOTTOM OF FUNNEL

Reach customers

NEW CONTENT ACROSS FUNNEL

Reach prospects and customers

CONTENT ENGINE

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@amandalnelson

CONTENT ENGINE

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SOCIAL SHARING

EBOOK

CUSTOMER SUCCESS

CONTENT

CUSTOMER SHARING

FIRST CALL DECK SLIDE

TRAINING MODULE

PRESS RELEASEPAID MEDIA

CUSTOMER SPOTLIGHT

CONTENT HUB POSTING

PODCASTWEBINAR

TIE TO PRODUCT PAGES

LANDING PAGE OF STORIES CUSTOMER

STORY

CORPORATE BLOG POST

INTERACTIVE CONTENT/

GAMES

EMPLOYEE SHARING

COMMUNITY POSTS

CUSTOMER BLOG POST

SESSION AT EVENTS

@amandalnelson

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@amandalnelson

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@amandalnelson

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@amandalnelson

WHO’S TALKING ABOUT YOU

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New Customer

Existing Customer

Prospect

WHO’S TALKING ABOUT YOU

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New Customer

Existing Customer

Prospect

WHO’S TALKING ABOUT YOU

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New Customer

Existing Customer

Prospect

WHO’S TALKING ABOUT YOU

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New Customer

Existing Customer

Prospect

ENGAGE CUSTOMERS

◦ In-depth interviews

◦ Ask the same question to all

◦ Survey

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@amandalnelson

INTERVIEW QUESTIONS

• How long have you been in this role?

• How many [product types] do you use?

• Which [product types] can you not live without?

• With so many [product types], how do you go about choosing the right one?

• What problems are you trying to solve?

• What results do you see?

• How has [product] changed the game for you?

• What would you tell someone in your shoes who doesn’t currently use [product]?

• What advice do you have for someone getting starting in your industry/role?

• What are some best practices to navigating [product type]?

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@amandalnelson

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@amandalnelson

REMEMBER

◦ From customers, to customers

◦ Multiple formats

◦ Focus on what works

◦ Forget fear

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@amandalnelson

SO…

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THANKS!Any questions?

You can find me at @amandalnelson & amanda.nelson@salesforce.com

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Thank you!