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Rola marketingu
we wpieraniu sprzedaży
B2B opartej na relacjach
- treść buduje zaufanie
- zaufanie wspiera sprzedaż
Igor Bielobradek
Zmiana zachowań kupujących B2B
Source: Harvard Business Review: „End of solution sales”
https://hbr.org/2012/07/the-end-of-solution-sales http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
A gdyby tak…
• Zidentyfikować fazę procesu zakupu?
• Zidentyfikować kto potrzebuje jakich treści?
• Sprzedawać tylko tym co chcą kupić?
Dane behawioralne
Dane osobowe
Model
Warunek:
Wartościowe
treści
• Twoja treść może być początkiem relacji
• Treść buduje zaufanie
• Zaufanie wpływa na sprzedaż.
• Eksperci podstawą komunikacji B2B
Wizerunek eksperta
11 © 2014 Deloitte Central Europe
Systematyczność daje szansę na subskrypcję
Dlaczego warto posiadać subskrybentów:
• Skuteczna dystrybucja
• Brak pośredników
• Zaufanie = wysoka skuteczność
• Dane do generowania leadów
Własne audytorium
12 © 2014 Deloitte Central Europe
Campaign elements
SEO
PR campaign
Premium
content
Webcasts
Tax alerts
(newsletter)
Seminars
Business
follow-up
Status updates on the
upcoming tax changes
„Guide to VAT” – comparison of
current and upcoming regulations.
Available upon registration.
2 webcasts discussing VAT
changes
1 EMEA Dbriefs webcast
Series of tax seminars in
major Polish cities
„How to change VAT?”
Market research on how the
changes are going to impact
business. Calls & meetings
with tax experts
keywords, copyrighting,
link building
PR / Marketing Campaign
Conversion
Leads Generation
Business Follow-up
Sale
Campaign flow
SEO
PR campaign
Premium
content
Webcasts
Tax alerts
(newsletter)
Seminars
Business
follow-up
Marketing ROI
• Content marketing jest paliwem
dla Marketing Automation.
• Dlaczego potencjalny klient wypełni
formularz rejestracyjny?
• Lead scoring
Okiem Kamińskiego
MA nie zastąpi komunikacji i wartościowej
treści.
Dzięki MA istniejące procesy:
1. Automatyzacja procesów
2. Integracja z innymi systemami
3. Uporządkowane dane
Czy „Marketing Acceleration” to
lepsza nazwa?
Podsumowanie
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