Credible thought leadership - Philip Martin (14.00-14.30)


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B2B marketing has various flavours, our objective was to create credibility in a new industry (Rail) for us where the perception was that we were very good at something else i.e. Airline distribution. The presentation shows how using the right content with the right approach to the industry helped us gain a different perception and credibility. Research, plan and then campaign deployment, with the ability to monitor results and nurture leads created success.

The presentation will take the audience through the value proposition exercise that brought along our first white paper, to then following up with an authored paper specialising in one particular area. The final white paper was a match winner due to the fact we had found something missing in the industry.

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Credible thought leadership - Philip Martin (14.00-14.30)

  1. 1. Credible thought leadership November, 7 1 Philip Martin, Head of Marketing, Rail and Ground Transportation, Amadeus IT Group SA
  2. 2. Inbound marketing Need GREAT content: > One way is to produce a white paper in your field of expertise > But define that “field” 2
  3. 3. Process for thought leadership Knowledge monitor concept launch content preparation 3
  4. 4. Credible > Most important is to be knowledgeable about your content > Content must be: useful, > > interesting /topical > relevant > …and well written! > Credible with sales team > Sales funnel deeper 4
  5. 5. Thought As well as “thought provoking” it requires much thought… > Create a concept – own that niche! > Get customer and sales/ product feedback > Builds understanding between sales, marketing and product > Can get so much from one paper 5
  6. 6. Leadership Become a leader in your domain, become THE reference…if you get it right, it has a knock on effect > so be prepared for more work Or buy the content, using a specialist to do research but focus on relevance Empower the sales & product team…education 6
  7. 7. A successful dilemma! Huge traditional strength with travel agencies and airlines + 7
  8. 8. The challenge? To raise awareness in a new market HOW? 8
  9. 9. Building knowledge & credibility... > Find out what your customers & prospects are thinking > Interviews with 26 railways across globe and content... 9
  10. 10. The white paper armoury > Driven by business and marketing objectives > Made use of our value proposition exercise and knowledge > Identified the key issues > Delivered over time 4 papers to address specific problems in the industry
  11. 11. © 2013 Amadeus IT Group SA Integrated communication is key 11 The Rail Journey to 2020
  12. 12. Launching the campaign > Teaser tweets, pre-order forms & drum roll > Contact information collected > Promote other white papers on thank you page > Push out to press and the travel media > Head of the business as the spokesperson > Blog it, tweet it, LinkedIn groups… 12
  13. 13. Companies
  14. 14. Reach > Total: +200 press clippings worldwide > 1,300+ downloads > 1,100+ new contacts > in 50+ countries > 1000+ additional downloads of other white papers 14
  15. 15. Linking it all together + A great website It all begins here + Social media marketing Twitter, YouTube, Slideshare & LinkedIn = 15 + A blog builds trust + Search Engine Optimisation Will help the right people find you Magic formula! Newsletters, press, articles
  16. 16. Impact on business > Prospect requests are more specific > We get invited to speak > New employees > Credibility > Much further down the sales funnel > More opportunity to make contact
  17. 17. Keeping up the momentum > Content management > Advisory board > Themes > Internal champions > External contribution > Sales engagement > Value proposition refresh 17
  18. 18. Thank you! @AmadeusRail @philipmart1n