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.

1. Credible thought leadership
November, 7
1
Philip Martin,
Head of Marketing, Rail and Ground
Transportation, Amadeus IT Group SA

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. Process for thought leadership
Knowledge
monitor
concept
launch
content
preparation
3

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. 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. 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. A successful dilemma!
Huge traditional strength with
travel agencies and airlines
+
7

8. The challenge?
To raise awareness in a new market
HOW?
8

9. Building knowledge
& credibility...
> Find out what
your customers &
prospects are thinking
> Interviews with 26
railways across globe
and content...
9

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. © 2013 Amadeus IT Group SA
Integrated communication is key
11
The Rail Journey
to 2020

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. Companies

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. 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. 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. Keeping up the momentum
> Content management
> Advisory board
> Themes
> Internal champions
> External contribution
> Sales engagement
> Value proposition refresh
17

18. Thank
you!
@AmadeusRail
@philipmart1n
www.amadeusrail.net