Truly Delivering Valuable Conversations and Engagement in a Digital World - Paul Ellis, VP Global Marketing at Assima PLC

1. Truly Delivering Valuable
Conversations and Engagement
in a Digital World
Paul Ellis
VP Global Marketing,
Assima PLC
@paulellisuk

2. the more things change,
the more they stay the same
« plus ça change, plus c'est la même chose »
Jean-Baptiste Alphonse Karr in the January 1849

3. Some constants…
Buying is always a personal experience;
a series of conversations
The stages of buying;
Awareness - Research – Decision
Marketing fundamentals remain unchanged
Lies, Damned Lies and Statistics

4. Social Media Digitises the oldest and
most influential form of marketing
Word of Mouth

5. How can we really deliver valuable
conversations through digital when
buyers are deliberately resisting direct
contact?

6. Corporate Executive Board Study – 57% Sirius Decisions 70% Forrester 70%
70%
of the buyer journey complete
before you get any direct contact with the prospect
???

7. How can we increase customer
engagement when the digital world is
fleeting and superficial?

9. Achieving engagement through digital
channels and maximizing those
engagement opportunities for the
sales organisation

10. Multi-Point Social Media Use
Content / Activity
Blog
External
@AssimaPLC
@PaulEllisUK
@Other_Assima_Employees
AssimaPLC
Event
Case Study
Webinar + Recording
Video
News
Whitepaper
Assima PLC Company Status
Assima PLC Open Group
Assima PLC Closed User Group
Interest / Topic Groups
Personal Status / Shares
Assima Blog
www.assima.net

11. Create a closer alignment with sales
and linking opportunities with digital
engagement

12. Develop story telling campaigns
written in a way to engage the
audience
Remember the elements of a good story;
characters, plot lines, situations, depth, empathy, structure….
Most important … Emotionally Engaging!

13. Deliver joined up conversations
throughout the entire customer
journey

14. Integrated Campaign Elements
Collateral
• Blog pieces (QA and consistency, The measurable impact of Data Quality)
• Analyst research – Gartner, Forrester, Gartner Magic Quadrant for Data
quality
• White Papers – The Dawn of the CDO, Gartner
• 2 Side PDF
• Example ROI piece
• Partner involvement
• List of Videos
• Data consistency and checking
• Product demo videos (Salesforce)
• 2 short 30 sec videos

15. Promotion Mechanism
Sponsored Campaigns
• LinkedIn, Twitter. Pay Per Click
Social Media
• Twitter, LI, blog campaigns, promotion in LI SM groups
Landing Pages
• Targeted, Relevant. Clear customer path through content
Call to action
• Webinars
Follow-up
• Email
• SM
• Sales

16. Understanding our level of engagement
and knowing how to act on it

17. What do we track / measure ?
• Community sizes
• LinkedIn Company Followers
• LinkedIn Group Members
• Twitter Followers
• YouTube Subscribers
• Blog Subscribers
• Content Engagement and
Amplification
• Click Throughs
• ReTweets
• Shares
• Reach
• Activity Specific Goals
• Webinar Attendees
• Event Visits
• Whitepaper Downloads
• Site Traffic
• Site Paths
• Landing -> Exit
• Referral Sites
• Contacts
MARKETING QUALIFIED LEADS

18. Thank you
Paul Ellis
@paulellisuk

19. Best Practices
DO
• Good Research
• Plan a strategy
• Measure
• Give to Get (Contribute freely)
• Build a quality network
• Be patient
• Engage (Listen)
• Responsive and Timely
• Authentic and Consistent
• Work multiple platforms
• Deliver the right content to the
right platform
DON’T
• SELL SELL SELL
• Auto Follow / Build network too fast
• Use one platform
• Use one size fits all
• Expect quick results
• SPAM
• Forget your basic courtesies
• Be Demanding
• Feed the Trolls
• Ignore Social Media
• Give Up