@webpower

#NUD2013
laura.nuhaan@webpower.nl
introduction
1994: Peppers &Rogers

1974:

2014?

Peter Drucker suggested that the aim
of marketing was “To make selling
superfluous… t...
customer journey has changed forever
customer 2.0 has turned off all the noise
by Orange_Beard
engage
interaction

what they are
interested in

trust

R
E
L
E
V
A
N
C
E

what you want
to say
it starts with customer insight
content marketing

8

Awarenes------------------------------Action
Emotional-----------------------------Rational

Enterta...
user generated content

9
social integration

10
power of mobile
12
video is key
• Over 6 billion hours of video watched each month on YouTube
• 100 hours of video are uploaded to YouTube ev...
nurture your leads and contacts

Demand
Generation

Process
Gap

Lead Scoring
&
Nurturing

Sales
Process

Retention
& Serv...
an example

The beginning
purchase period

Club

2 months after
purchase

Half year after
purchase
Canon550D

Tips
Friends...
the REAL funnel
capture leads online (reach)
engage
engage

19
activate
leverage
manage change
hoe gezond is
jouw digitale
communcatie?

60% van het online koopproces wordt doorlopen zonder
dat er contact wordt gezoch...
THANK YOU!

@lauranuhaan
Laura.nuhaan@webpower.nl

www.webpower.nl

contact@webpower.nl

T:0342-423262 @webpower
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Presentatie laura nuhaan

  1. 1. @webpower #NUD2013 laura.nuhaan@webpower.nl
  2. 2. introduction
  3. 3. 1994: Peppers &Rogers 1974: 2014? Peter Drucker suggested that the aim of marketing was “To make selling superfluous… to know and understand the customer so well that the product or service fits him and sells itself.”
  4. 4. customer journey has changed forever
  5. 5. customer 2.0 has turned off all the noise by Orange_Beard
  6. 6. engage interaction what they are interested in trust R E L E V A N C E what you want to say
  7. 7. it starts with customer insight
  8. 8. content marketing 8 Awarenes------------------------------Action Emotional-----------------------------Rational Entertain (virals, quizzes, games) Educate (trend reports, articles, guides) Inspire (reviews, endorsements, quotes) Convince (data sheets, webinars, case studies) *The Andeta Group
  9. 9. user generated content 9
  10. 10. social integration 10
  11. 11. power of mobile 12
  12. 12. video is key • Over 6 billion hours of video watched each month on YouTube • 100 hours of video are uploaded to YouTube every minute
  13. 13. nurture your leads and contacts Demand Generation Process Gap Lead Scoring & Nurturing Sales Process Retention & Service  Generates 50 % more sales-ready leads and 33 % lower cost (Forrester Research)  75 % of companies drop leads that aren’t ready to purchase immediately  90 % of marketing content is not used (American Marketing Assoc.)
  14. 14. an example The beginning purchase period Club 2 months after purchase Half year after purchase Canon550D Tips Friends offer
  15. 15. the REAL funnel
  16. 16. capture leads online (reach)
  17. 17. engage
  18. 18. engage 19
  19. 19. activate
  20. 20. leverage
  21. 21. manage change
  22. 22. hoe gezond is jouw digitale communcatie? 60% van het online koopproces wordt doorlopen zonder dat er contact wordt gezocht met een bedrijf. Dit stelt nieuwe eisen aan digitale marketing en nieuwe tools maken relevante communicatie mogelijk. Ontdek hoe effectief jouw digitale communicatie is en doe de digital (email) quick scan door online een aantal vragen en stellingen te beantwoorden. Zo krijg je feedback over onder andere klantinzicht, engagement en content. doe de scan: www.webpower. nl/digitalscan
  23. 23. THANK YOU! @lauranuhaan Laura.nuhaan@webpower.nl www.webpower.nl contact@webpower.nl T:0342-423262 @webpower
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