Nurturing: Where Human Touch & Digital Practices come together

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  • 1. John Watton, Director Global Brand & Marketing 1 November, 2011 Nurturing: Where Human Touch & Digital Practices come together
  • 2. http://slidesha.re/wattonFUNNEL
  • 3. Me
  • 4. Pointless Infographic #1
  • 5. Pointless Infographic #2
  • 6.  
  • 7. Lead nurturing
  • 8. Lead Nurturing/Scoring
  • 9. Process, process, process
    • Strong working relationship with sales
    • Defined process
    • Concept of a Marketing Qualified Prospect
      • Establishes criteria for “handshake” between marketing & sales
    • Generate & recycle
  • 10. The Human Touch
  • 11.  
  • 12.  
  • 13. “ Content is not just king, it’s the emperor of all things electronic… devices and platforms are proliferating but this clever technology is merely an empty vessel without any great content.”
  • 14.
    • It’s not about you
    • Pick a hot issue
    • Find clear water
    • Be independent
    • Support your story with data
    • Use customers (and third parties)
    • Share negatives
    • Humanity and empathy
    • Credibility matters
    10 content principles
  • 15. 10. Confidence is the most powerful weapon in the content marketing arsenal
  • 16. The Hotel Price Index
  • 17.  
  • 18.  
  • 19.  
  • 20.  
  • 21. Great content marketing boils the ocean
  • 22.  
  • 23. Great content marketing opens up
  • 24.  
  • 25. Great content marketing understands prospects are people first
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30. Summary
  • 31.  
  • 32. Content good enough to share
  • 33. Thank you http://slidesha.re/wattonFUNNEL email: [email_address] twitter: @jwatton skype: j.watton