Wie LinkedIn Personalprofis erreicht
Content Marketing
im Business-Kontext
Florian Hohenauer
Director München | Hotwire PR
@fhohenauer
Philipp Muehlenkord
Leiter B2B Marketing | LinkedIn DACH
@phil...
Relevanz für
Influencer
Relevanz für
HR-Medien
Relevanz für
Wirtschaftsmedien
Klassische
Earned-ErgebnisseEARNED
RESULTS
PAID
RESULTS
OWNED
RESULTS
KONTROLLE
GLAUBWÜRDIGKEIT
REICHWEITE
Social
Media
Content
Marketing
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
EARNED
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
PAID
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
OWNED
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
Nutzenstiftende
Owned Media
Zielvereinbarung
ACQUISITION CUSTOMER
SECONDARYKPIsPRIMARYKPIs
Marketing
sourced
bookings
($)
Marketing
influenced
booking...
Buyer‘s
Journey
INQUIRIES
MQLs
SAOs
SQOs
CLOSED
WON
AWARENESS
EDUCATION
CONSIDER
ATION
PREFER
ENCE
Conversion rate
DACH = ...
TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL
Lead Generation
Kampagnen-
mechanik
2 E-Mails Blogpost
Landing...
TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL
Lead Generation
Kampagnen-
mechanik
2 E-Mails Blogpost
Landing...
Lead Generation
Infrastruktur
InMail
Call-to-Action
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
Presse- &
Influencer-
Launch
Vertiefung mit
F...
Florian Hohenauer
Director München | Hotwire PR
@fhohenauer
Philipp Muehlenkord
Leiter B2B Marketing | LinkedIn DACH
@phil...
[Vortrag] Content Marketing im Business-Kontext. Wie LinkedIn Personalprofis erreicht.
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[Vortrag] Content Marketing im Business-Kontext. Wie LinkedIn Personalprofis erreicht.

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präsentiert mit PR Spezialist Florian Hohenauer (Hotwire) auf dem Werbesummit.at in Wien - Juli 2016.

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[Vortrag] Content Marketing im Business-Kontext. Wie LinkedIn Personalprofis erreicht.

  1. 1. Wie LinkedIn Personalprofis erreicht Content Marketing im Business-Kontext
  2. 2. Florian Hohenauer Director München | Hotwire PR @fhohenauer Philipp Muehlenkord Leiter B2B Marketing | LinkedIn DACH @philmuehle
  3. 3. Relevanz für Influencer
  4. 4. Relevanz für HR-Medien
  5. 5. Relevanz für Wirtschaftsmedien
  6. 6. Klassische Earned-ErgebnisseEARNED RESULTS PAID RESULTS OWNED RESULTS KONTROLLE GLAUBWÜRDIGKEIT REICHWEITE
  7. 7. Social Media
  8. 8. Content Marketing
  9. 9. AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY REACH WINNURTURE EARNED
  10. 10. AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY REACH WINNURTURE PAID
  11. 11. AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY REACH WINNURTURE OWNED
  12. 12. AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY REACH WINNURTURE
  13. 13. Nutzenstiftende Owned Media
  14. 14. Zielvereinbarung ACQUISITION CUSTOMER SECONDARYKPIsPRIMARYKPIs Marketing sourced bookings ($) Marketing influenced bookings ($) Enterprise accounts touched (%) SMB accounts touched (%) Marketing qualified leads 1 2
  15. 15. Buyer‘s Journey INQUIRIES MQLs SAOs SQOs CLOSED WON AWARENESS EDUCATION CONSIDER ATION PREFER ENCE Conversion rate DACH = 50% Conversion rate DACH = 8% Conversion rate DACH = 16,5%
  16. 16. TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL Lead Generation Kampagnen- mechanik 2 E-Mails Blogpost Landingpage 1 [Download Report] Thank you E-Mail 2 E-Mails InMail Landingpage 2 [Download Report] Thank you E-Mail Invite Webinar 2 E-Mails Landingpage 3 [Contact Us]
  17. 17. TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL Lead Generation Kampagnen- mechanik 2 E-Mails Blogpost Landingpage 1 [Download Report] Thank you E-Mail 2 E-Mails InMail Landingpage 2 [Download Report] Thank you E-Mail Invite Webinar 2 E-Mails Landingpage 3 [Contact Us] [Download Report] [Contact Us] $ $$ $$$
  18. 18. Lead Generation Infrastruktur
  19. 19. InMail
  20. 20. Call-to-Action
  21. 21. AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY REACH WINNURTURE Presse- & Influencer- Launch Vertiefung mit Fachpresse Kunden- & Prospect- Launch Kunden- & Follow-Ups InMail Contact Us WebinarContent- Planung
  22. 22. Florian Hohenauer Director München | Hotwire PR @fhohenauer Philipp Muehlenkord Leiter B2B Marketing | LinkedIn DACH @philmuehle Vielen Dank!

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