stima content lunch 17/03/2016: barco goes content
TRANSCRIPT
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No content, no saleAnd in a couple of slides you will understand why
Rebecca Vanderpiete, representing Barco’s Corporate Marketing team17 March 2016
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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
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More collaborationMore efficient meetings
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Connected visualisation tools for demanding professionals
+1 billion €
And growing
90+Countries,
HQ in Belgium
Years of technology innovation track record
80+
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Leads Expertise
Content is key
No short term repeat business
High share of innovation
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94%
Source: State of B2B Procurement Study, Global study, Accenture Interactive
search online prior to contact
Again, content is key
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Focusing on... product launches... tradeshows
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The road towards ongoing customer
engagement
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Foundations of customer engagement
Content
Contacts
Platforms
Processes
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Foundations of customer engagement
Content
Contacts
Platforms
Processes
1 database
Infinity marketing
Contact intelligence
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Foundations of customer engagement
Content
Contacts
Platforms
Processes
Customer engagement platform
Partner automation platform
Content Mgt System
www
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Foundations of customer engagement
Content
Contacts
Platforms
Processes
P x P x V x V x C
“Discover-Consider-Decide”
Editorial calender
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15
Discover Consider Decide
Example content pieces
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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’”
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Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
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Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
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Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
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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%
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Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
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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
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2015 web figures show that better content leads to substantially higher engagement
+8% +46% +17%
Reach Engagement Conversion
web leads
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Start small, build successes
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“Steal with pride”Involve the team in the . . the change process .
Make a case with available budgetChoose the right moment
How to get started ?
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Today’s challenges
Technology control
Stronger sales adoption
Contact database
Translations
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www.barco.com/jobs
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www.barco.com