More Related Content Similar to B2B Integrated Digital Marketing (20) B2B Integrated Digital Marketing 1. Cadient Group©2013. All Rights Reserved. Confidential.
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2. Cadient Group©2013. All Rights Reserved. Confidential.
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3. Cadient Group©2013. All Rights Reserved. Confidential.
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Digital
Training
in
Ac/on
Many
of
the
world’s
leading
healthcare
and
life
sciences
companies
have
relied
on
Cadient
for
Digital
Marke:ng
Training
and
Workshops
4. Cadient Group©2013. All Rights Reserved. Confidential.
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Results
{
IN
ACTION
GetResultsInAc/on.com
AnywhereHealth.com
ElementsOfDigital.com
5. Cadient Group©2013. All Rights Reserved. Confidential.
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B2B
Marke/ng
Innova/on
12:00
–
12:15
Driving
Engagement
with
Visual
Storytelling
12:15
-‐12:30
Marke/ng
in
a
Mul/-‐Device
World
12:30
–
12:45
Measuring
What
Works
12:45
–
1:00
Ques/ons
&
Discussion
6. Cadient Group©2013. All Rights Reserved. Confidential.
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Students
will
learn
how
to:
• Visually
engage
B2B
customers
• Accelerate
lead
gen
using
infographics
• Iden:fy
best-‐in-‐class
integrated
digital
campaigns
• Iden:fy
relevant
trends
in
mobile
usage
• Create
:mely
messages
for
mobile
audiences
• Iden:fy
the
metrics
that
maMer
for
marke:ng
automa:on
• Recognize
the
power
of
Net
Promoter
score
and
80/20
engagement
Today’s
Learning
Objec/ves
7. Cadient Group©2013. All Rights Reserved. Confidential.
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NOT
DISTRIBUTE
–
CONFIDENTIAL
–
©2011
CADIENT
GROUP
9/23/13
Driving
Engagement
with
Visual
Storytelling
8. Cadient Group©2013. All Rights Reserved. Confidential.
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Explosive
Rise
of
Image
and
Video
Sharing
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Visual
Storytelling:
From
Concept
to
Reality
10. Cadient Group©2013. All Rights Reserved. Confidential.
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Visual
Storytelling:
Driving
to
Ac/on
AUen/on
Interest
Decision
Ac/on
• Video
• Syndicated
–
socialized
content
• Infographics
AMen:on
• NewsleUers
and
webinars
• Features
-‐
infographics
• eBooks
• Case
studies
Interest
• White
papers/
eBooks
• Product
comparisons
• Customer
tes/monials
Decision
• Free
trial
• Coupons
• Special
offers
Ac:on
11. Cadient Group©2013. All Rights Reserved. Confidential.
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Mobile
Poll
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Mercedes:
Capturing
Le-
Brain
&
Right
Brain
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Sunguard:
Making
It
Engaging
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DuPont:
Making
Next
Steps
Clear
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Tork:
Focused
on
Customer
Needs
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GE:
Visualizing
Brand
Personality
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Xerox:
Content
Driven
Lead
Gen
Led
to
more
than
1,500
sales
appointments
that
have
generated
more
than
$1
billion
in
a
pipeline
with
a
12-‐to-‐18-‐month
sales
cycle
.
18. Cadient Group©2013. All Rights Reserved. Confidential.
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IBM:
Integrated
B2B
Impact
TwiUer
Facebook
YouTube
Instagram
Pinterest
Blogs
Google+
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19
IBM:
Integrated
B2B
Impact
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NOT
DISTRIBUTE
–
CONFIDENTIAL
–
©2011
CADIENT
GROUP
9/23/13
Marke/ng
in
a
Mul/-‐Device
World
21. Cadient Group©2013. All Rights Reserved. Confidential.
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Context
Across
Channels
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Being
Responsive
hUp://www.whitelotusaroma/cs.com
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Responsiveness
{
IN
ACTION
hUp://www.cadient.com
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Mobile
Explosion!
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Mobile:
Across
the
Genera/ons
hMp://pewinternet.org/~/media//Files/Reports/2012/PIP_CellAc:vi:es_11.25.pdf
What
ac:vi:es
do
people
do
on
their
phone?
26. Cadient Group©2013. All Rights Reserved. Confidential.
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Social
Media:
Solid
50+
Adop/on
Age:
27. Cadient Group©2013. All Rights Reserved. Confidential.
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DuPont:
Measuring
the
Exact
Mix
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KCP:
GeHng
the
Right
Fit
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Boston
Scien/fic:
SeHng
a
New
Standard
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Nora
Flooring:
Finding
the
Perfect
Match
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31
Naviga/ng
a
Mul/-‐Device
World
Informa/on
consump/on
changes
over
the
course
of
the
day…
AUen/on
Interest
Decision
Ac/on
32. Cadient Group©2013. All Rights Reserved. Confidential.
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NOT
DISTRIBUTE
–
CONFIDENTIAL
–
©2011
CADIENT
GROUP
9/23/13
Measuring
What
Works
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• Paid
is
anything
the
marke:ng
department
pays
a
media
or
other
company
for
media
placement
of
its
message,
brand,
email
or
other
form
marke:ng.
Tradi:onally
this
includes
ads,
SEO
and
direct
marke:ng
buys.
• Owned
is
when
a
company
acts
like
a
media
organiza:on
and
publishes
its
own
content,
on
its
site,
in
print
or
on
social
networks.
Obviously,
financial
and
staff
resources
are
deployed
to
create
this
media.
• Earned
occurs
where
an
customer,
individual
or
media
outlet
men:ons
your
brand
in
some
form.
While
some
assume
the
name
connotes
free
media,
in
reality
it
ocen
means
the
organiza:on
deploys
agencies,
PR
and
social
media
staff
to
garner
earned
media.
Paid,
Owned,
Earned
Media
34. Cadient Group©2013. All Rights Reserved. Confidential.
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Survey
says…
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How
are
my
acquisi:on
channels
contribu:ng
to
key
brand
ac:ons?
How
can
I
evaluate
cross-‐channel
aMribu:on?
How
is
my
program
performance
rela:ve
to
my
compe:tors?
What
components
of
my
program
require
op:miza:on
or
discon:nua:on?
Analy/cs
&
Insight
Console
36. Cadient Group©2013. All Rights Reserved. Confidential.
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Marke/ng
Automa/on
Maturity
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Lead
nurturing
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Lead
Scoring
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Mobile
Poll
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Let’s
get
social
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Digital
Customer
Engagement
Influencers
{
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Why
Net
Promoter
Score
MaUers
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43
Ques/ons?