The document discusses how human touch and digital practices can work together in lead nurturing. It emphasizes that defined processes and a strong relationship between marketing and sales are important. It also stresses that great content marketing involves creating high-quality, shareable content that treats prospects as people first. The content should be independent, credible, and address hot issues while supporting arguments with data.

1. John Watton, Director Global Brand & Marketing 1 November, 2011 Nurturing: Where Human Touch & Digital Practices come together

2. http://slidesha.re/wattonFUNNEL

3. Me

4. Pointless Infographic #1

5. Pointless Infographic #2

7. Lead nurturing

8. Lead Nurturing/Scoring

9. Process, process, process Strong working relationship with sales Defined process Concept of a Marketing Qualified Prospect Establishes criteria for “handshake” between marketing & sales Generate & recycle

10. The Human Touch

13. “ Content is not just king, it’s the emperor of all things electronic… devices and platforms are proliferating but this clever technology is merely an empty vessel without any great content.”

14. It’s not about you Pick a hot issue Find clear water Be independent Support your story with data Use customers (and third parties) Share negatives Humanity and empathy Credibility matters 10 content principles

15. 10. Confidence is the most powerful weapon in the content marketing arsenal

16. The Hotel Price Index

21. Great content marketing boils the ocean

23. Great content marketing opens up

25. Great content marketing understands prospects are people first

30. Summary

32. Content good enough to share

33. Thank you http://slidesha.re/wattonFUNNEL email: [email_address] twitter: @jwatton skype: j.watton