This document discusses the importance of content for customer engagement and sales. It summarizes Barco's focus on ongoing customer engagement through content, contacts, platforms and processes. Key points include developing content using customer-focused guidelines, measuring content performance, and recycling high-performing content. The goal is to substantially increase engagement, reach and conversion through better content.

1. No content, no sale
And in a couple of slides you will understand why
Rebecca Vanderpiete, representing Barco’s Corporate Marketing team17 March 2016

2. If you ever ...
 go the cinema
 hold a wireless powerpoint presentation
 or go for a medical screening
...then you’ve already experience Barco
ENTERTAINMENT
ENTERPRISE
HEALTHCARE

4. More collaboration
More efficient meetings

6. Connected visualisation tools for demanding professionals
+1 billion €
And growing
90+
Countries,
HQ in Belgium
Years of technology
innovation track record
80+

7. Leads Expertise
Content is key
No short term repeat business
High share of innovation

8. 94%
Source: State of B2B Procurement Study, Global study, Accenture Interactive
search online prior to contact
Again, content is key

9. Focusing on... product launches
... tradeshows

10. The road towards
ongoing
customer
engagement

11. Foundations of customer engagement
Content
Contacts
Platforms
Processes

12. Foundations of customer engagement
Content
Contacts
Platforms
Processes
1 database
Infinity marketing
Contact intelligence

13. Foundations of customer engagement
Content
Contacts
Platforms
Processes
Customer
engagement platform
Partner automation
platform
Content Mgt System
www

14. Foundations of customer engagement
Content
Contacts
Platforms
Processes
P x P x V x V x C
“Discover-Consider-
Decide”
Editorial calender

15. 15
Discover Consider Decide
Example content pieces

16. Internal content guidelines
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
Blog post responding to news article :
“Misperception of the radiologist:
‘Staring at a lightbox is what we did 20 years ago’”

17. Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content

18. Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content

19. Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content

20. Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
CTR 0.6%
CTR 3.5%
CTR 4.8%

21. Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content

22. Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
1 video
recycled to 4
new content
pieces

23. 2015 web figures show that better content leads to substantially
higher engagement
+8% +46% +17%
Reach Engagement Conversion
web leads

24. Start small,
build successes

25. “Steal with pride”
Involve the team in the . .
the change process .
Make a case with available budgetChoose the right moment
How to get started ?

26. Today’s challenges
 Technology control
 Stronger sales adoption
 Contact database
 Translations

27. www.barco.com/jobs

28. www.barco.com