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CONTENT MARKETING AUTOMATION
by STAN & STACY and the ORACLE MARKETING CLOUD
SEMINAR
#ModernCM
Stan & Stacy
Modern Marketing Agency
Buyer Persona + Journey ontwikkeling
Inbound Marketing voor Demand Generati...
WAAROM EEN CONTENT MARKETING AUTOMATION SEMINAR?
OMDAT CONTENT ONDERSCHAT WORDT BIJ
MARKETING AUTOMATION
#ModernCM
Waarom dit seminar?
Over Content Marketing Automation
• Content produceren vergt veel meer inspanning dan het in...
#ModernCM
We nemen je mee door het ideale proces
CONTENT MARKETING TECH ONTWIKKELINGEN
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.
The Oracle Marketing Cloud
Creating Marketing Simplici...
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.
9
Sender Technology Receiver
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.10
Technology
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.11
Technology
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.
Of marketers have
silo’d teams and
technologies by
cha...
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.13
Content Marketing in 2000 vs. 2017
Single “content w...
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.14
Receiver
Source: https://www.cebglobal.com/blogs/.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved.15
Marketing & Sales Alignment
• Leads enter the funnel...
DAAROM MARKETING AUTOMATION
#ModernCM
Marketing Automation
• Marketing automation helpt mensen bij het realiseren van hun doelen door ze op het juiste...
DIT VERGT EEN DOORTASTEND KLANTINZICHT
#ModernCM
Digital Body Language
De optelsom van alle digitale activiteiten van een persoon
#ModernCM
Digital Body Language
MAAR MARKETING AUTOMATION
IS OOK ONMISBAAR VOOR
CONTENT MARKETING
#ModernCM
Marketing Automation voor Content Marketing
Vanuit klantperspectief:
• Beter gepersonaliseerde content
• Hogere ...
KEN JE KLANT - BUYER PERSONAS
#ModernCM
Wat is een Buyer Persona?
“Een buyer persona is een gedetailleerd profiel van een
voorbeeldkoper op basis van ge...
#ModernCM
Waarom een Buyer Persona?
Helpt bij het inzichtelijk maken van problemen en uitdagingen van de klant
• Een perso...
#ModernCM
Waarom een Buyer Persona?
Met behulp van buyer personas krijg je antwoord op de volgende vragen:
• Wie is mijn k...
#ModernCM
Waarom Buyer Persona’s voor Marketing Automation?
Een buyer persona is de meest geavanceerde tool voor het monit...
#ModernCM
Probleemstelling Buyer Persona
Einddoel Ervaringsdoel
• Marktleider
in 2 jaar
• Waardevolle
investering van tijd...
#ModernCM
Probleemstelling Buyer Persona
Het verhaal over het
gedrag en de volgorde
van gebeurtenissen die
de persoon gebr...
#ModernCM
#ModernCM
De Buyer Journey
MARKETING TECHNOLOGIE ANNO NU
MARKETING AUTOMATION
CONTENT MARKETING
POWERED BY
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 36
Modern
MarketingWith Oracle Marketing
Cloud
the j...
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
The Oracle Marketing Cloud Helps You
Execute Cross-...
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Cross-Channel Coordination Across Paid,
Earned and ...
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Engage
Engage prospects with
contextualized
experie...
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
ENGAGE: Execute Cross-Channel Engagement

Create yo...
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Create personas and deliver your audience relevant,...
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
ACQUIRE: Deliver new customer acquisition
through o...
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
GROW: Leverage Profile Data to Find Customers
That ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
DemonstrationIntroduction
Content Hub
Questions &
Cust...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Demonstration
Introduction Questions &
Customer
Empowe...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Plan Produce Deploy
Strategically Plan
Content along t...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Luc
PRODUCT MARKETING
Sarah
CONTENT MARKETER
Rob
CAMPA...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Plan
Strategically Plan Content along
the Customer Jou...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.49
Buyer Personas
For who are creating content?
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.50
Select Drop Down
Business Units
Different Personas, ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.51
Stages
Relevant Content across each stage
of the buy...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.52
Content Production
How much content do we already
ha...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Oracle Confidential –
53
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.54
Drill Down into
Production Data (Select
Tabs)
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.55
Enterprise Calendar
One global overview of all key m...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.56
Assigning ContentTrigger Assignments to Internal or ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Luc
PRODUCT MARKETING
Sarah
CONTENT MARKETER
Rob
CAMPA...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Produce
Efficiently Produce Great Content
Collaboratin...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.59
Content Home
What are my incoming Tasks?
Notice the ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.60
Content Production
Highlight Persona
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.61
Click Fourth Tab
Content Collaboration
While Creatin...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.62
Highlight ContentScore
Content Score
Helping Authors...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.63
Click on secondtab
Workflow
Leverage Content Product...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Luc
PRODUCT MARKETING
Sarah
CONTENT MARKETER
Rob
CAMPA...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Deploy
Deliver Content Across Today‘s
Most popular cha...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.66
ScrollDown
Oracle Eloqua
Besides Social, Web, and Bl...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Oracle Confidential –
67
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Oracle Confidential –
68
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Oracle Confidential –
69
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.70
Drag&Drop
Dynamic Content
Select Cloud Content
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.71
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Oracle Confidential –
72
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Plan Produce Deploy
Strategically Plan
Content along t...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
DemonstrationIntroduction Questions &
Customer
Empower...
VOLGENDE STAN & STACY SEMINAR
SEPTEMBER 2017
Gedempt Hamerkanaal 175 | 1021KP | Amsterdam
+31 20 22 392 33 | contact@stanandstacy.com
MODERN MARKETING MATTERS
Seminar | Content marketing automation by STAN & STACY and ORACLE CX
Seminar | Content marketing automation by STAN & STACY and ORACLE CX
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Seminar | Content marketing automation by STAN & STACY and ORACLE CX

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Seminar | Content marketing automation by STAN & STACY and ORACLE CX

  1. 1. CONTENT MARKETING AUTOMATION by STAN & STACY and the ORACLE MARKETING CLOUD SEMINAR
  2. 2. #ModernCM Stan & Stacy Modern Marketing Agency Buyer Persona + Journey ontwikkeling Inbound Marketing voor Demand Generation Lead Nurturing Content Marketing Automation platform Marketing ROI (Reporting & Optimization) Support en Academy Always on ‘Campagnes’
  3. 3. WAAROM EEN CONTENT MARKETING AUTOMATION SEMINAR?
  4. 4. OMDAT CONTENT ONDERSCHAT WORDT BIJ MARKETING AUTOMATION
  5. 5. #ModernCM Waarom dit seminar? Over Content Marketing Automation • Content produceren vergt veel meer inspanning dan het inrichten van het marketing automation proces (70/30 verhouding) • Content is de brandstof voor marketing automation • Content wordt ook nog teveel los en onsamenhangend geproduceerd • Elke content piece moet zowel los als ook gecombineerd binnen een campagne meetbaar zijn • Het is in 1e instantie de content die de prospect of klant ervaart, secundair automation • 80% van onze opdrachtgevers loopt uiteindelijk tegen een muur van content. Marketing automation zonder goede content werkt niet.
  6. 6. #ModernCM We nemen je mee door het ideale proces
  7. 7. CONTENT MARKETING TECH ONTWIKKELINGEN
  8. 8. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. The Oracle Marketing Cloud Creating Marketing Simplicity for Content Marketers Luc Zanders
 May 10th
  9. 9. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. 9 Sender Technology Receiver
  10. 10. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.10 Technology
  11. 11. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.11 Technology
  12. 12. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. Of marketers have silo’d teams and technologies by channels -eConsultancy 93% Marketing Agency Marketers Need a Centralized Hub for Teams to Orchestrate, Optimize and Test Digital Experiences EMAIL WEB SOCIAL MOBILE CONTENT SEARCH CREATIVE MEDIA 12 Sender
  13. 13. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.13 Content Marketing in 2000 vs. 2017 Single “content writer” on the PR team creating content for a blog. Multiple people throughout the organization creating a multitude of content for a various channels. Marketing
 Team PR Team / Agency Internal
 Communications
 Team Legal Vendors & Clients SEO Expert THEN NOW Sender
  14. 14. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.14 Receiver Source: https://www.cebglobal.com/blogs/.
  15. 15. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.15 Marketing & Sales Alignment • Leads enter the funnel at every stage in the customer journey • Online research and peer-generated content influences purchase behavior throughout NOW • Marketing delivers early-stage leads • One-way, single channel, relationship- driven THEN MARKETING SALESMARKETING SALES Education Active
 Buying Closing Education Active
 Buying Closing Receiver
  16. 16. DAAROM MARKETING AUTOMATION
  17. 17. #ModernCM Marketing Automation • Marketing automation helpt mensen bij het realiseren van hun doelen door ze op het juiste moment van het juiste antwoord te voorzien • Marketing automation realiseert aantoonbare marketing ROI
  18. 18. DIT VERGT EEN DOORTASTEND KLANTINZICHT
  19. 19. #ModernCM Digital Body Language De optelsom van alle digitale activiteiten van een persoon
  20. 20. #ModernCM Digital Body Language
  21. 21. MAAR MARKETING AUTOMATION IS OOK ONMISBAAR VOOR CONTENT MARKETING
  22. 22. #ModernCM Marketing Automation voor Content Marketing Vanuit klantperspectief: • Beter gepersonaliseerde content • Hogere relevantie (goed getimed) • Meetbaar per content pieces • Inzicht in de ROI van elke campagne • Hogere conversie Vanuit marketing perspectief:
  23. 23. KEN JE KLANT - BUYER PERSONAS
  24. 24. #ModernCM Wat is een Buyer Persona? “Een buyer persona is een gedetailleerd profiel van een voorbeeldkoper op basis van gedrag en doelen”
  25. 25. #ModernCM Waarom een Buyer Persona? Helpt bij het inzichtelijk maken van problemen en uitdagingen van de klant • Een persona vertelt een menselijk verhaal over gedrag, manier van denken en interacties op weg naar het bereiken van doelen • Waarom? Om kopers van binnenuit te leren kennen en klantgericht te werken • Personas gaan over koopgedrag: Hoe maken klanten hun aankoopbeslissingen? Welke doelen proberen zij te bereiken? Wat beïnvloedt hun keuzes? • Persona’s zijn de kern van je content & marketing automation strategie
  26. 26. #ModernCM Waarom een Buyer Persona? Met behulp van buyer personas krijg je antwoord op de volgende vragen: • Wie is mijn klant? • Hoe ziet het koopgedrag eruit? • Hoe zoekt de klant naar informatie? • Wat zijn de doelen en motieven van mijn koper? • Hoe bereiken mijn kopers hun doelen, welke scenario’s doorlopen ze? • Hoe kan ik ervoor zorgen dat ik relevanter wordt voor potentiele kopers?
  27. 27. #ModernCM Waarom Buyer Persona’s voor Marketing Automation? Een buyer persona is de meest geavanceerde tool voor het monitoren en analyseren van gedragsveranderingen en geeft een concreet beeld van de digitale lichaamstaal: • Marketing automation verzamelt data vanuit verschillende kanalen • Marketing automation registreert alle interacties en geeft nieuwe inzichten • Biedt de mogelijkheid tot het segmenteren op basis van gedrag • Persona’s zijn je belangrijkste referenties bij het ontwikkelen van lead nurturing campagnes
  28. 28. #ModernCM Probleemstelling Buyer Persona Einddoel Ervaringsdoel • Marktleider in 2 jaar • Waardevolle investering van tijd • Vooruitgang in carrière • Een goed voorbeeld voor mijn omgeving • Mijzelf blijven ontwikkelen• Omzetgroei 10% in 2017 Levensdoel
  29. 29. #ModernCM Probleemstelling Buyer Persona Het verhaal over het gedrag en de volgorde van gebeurtenissen die de persoon gebruikt om het doel te bereiken Op een maatschappelijk verantwoorde wijze continuit van het bedrijf realiseren
  30. 30. #ModernCM
  31. 31. #ModernCM De Buyer Journey
  32. 32. MARKETING TECHNOLOGIE ANNO NU
  33. 33. MARKETING AUTOMATION CONTENT MARKETING POWERED BY
  34. 34. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 36 Modern MarketingWith Oracle Marketing Cloud the journey to
  35. 35. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | The Oracle Marketing Cloud Helps You Execute Cross- Channel Experiences 1 Deliver Relevant Content 2 Connect Ecosystems and Behaviors 3
  36. 36. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Cross-Channel Coordination Across Paid, Earned and Owned Media. 
  37. 37. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Engage Engage prospects with contextualized experiences. Convert Drive funnel conversions by delivering timely content. Acquire Deliver new customer acquisition through on- going nurture. Grow 
 Leverage engagement and conversion data to find customers that look like your ideal ones. Scale Relevant Content Across Customer Journey
  38. 38. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | ENGAGE: Execute Cross-Channel Engagement
 Create your message one time using a responsive email template to render across different devices. 1. Start with 
 Digital Profile Data 2. Create CCM 
 Campaign 3. Deliver Contextualized 
 Experience RESULTS Generated $107M in pipeline contribution across 105 campaigns in nine months.
  39. 39. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Create personas and deliver your audience relevant, contextualized content throughout their journey CONVERT: Scale Relevant Content Across the Customer Journey 1. Develop 
 Targeted Personas 2. Model Topics and Create Relevant Content 3. Broadcast Content Across the Journey RESULTS 15% Pickup Rate
 (Conversion Lift) 3X Website Engagement
  40. 40. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | ACQUIRE: Deliver new customer acquisition through on-going nurture. 1. Lead Scoring Based 
 on Profile and Behavior 2. Create 
 Buyer’s Journey 3. Nurture Prospects Through Journey A1 RESULTS 400% growth in leads 33% growth in revenue – attributed to lead generation and nurturing
  41. 41. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | GROW: Leverage Profile Data to Find Customers That Look Like Your Ideal Ones. 2. Look Alike Modeling 3. Target Anonymous Users 1. Identify Ideal Customers EMAIL AUTOMATION CRM
  42. 42. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. DemonstrationIntroduction Content Hub Questions & Customer Empowerment
  43. 43. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Demonstration Introduction Questions & Customer Empowerment
  44. 44. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Plan Produce Deploy Strategically Plan Content along the Customer Journey. Produce Content with Global Marketing and Local Marketing Teams. Deliver Content Across Today’s Most Popular channels to Engage with Customers, including Social Content Marketing Journey
  45. 45. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Luc PRODUCT MARKETING Sarah CONTENT MARKETER Rob CAMPAIGN MANAGER
  46. 46. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Plan Strategically Plan Content along the Customer Journey for each Persona. Luc Product Marketing
  47. 47. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.49 Buyer Personas For who are creating content?
  48. 48. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.50 Select Drop Down Business Units Different Personas, Workflows, Content, etc. for reach business unit, brand, location.
  49. 49. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.51 Stages Relevant Content across each stage of the buyer journey for each individual customer/prospect. ScrollDown
  50. 50. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.52 Content Production How much content do we already have? And where do we need to focus our production efforts?
  51. 51. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential – 53
  52. 52. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.54 Drill Down into Production Data (Select Tabs)
  53. 53. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.55 Enterprise Calendar One global overview of all key marketing activities, brands, divisions, regions, etc.. Incl. Eloqua Campaigns, Social Updates, and offline events
  54. 54. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.56 Assigning ContentTrigger Assignments to Internal or External teams, and define what type of content needs to be created. When ready.. The best Workflow is automatically selected.
  55. 55. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Luc PRODUCT MARKETING Sarah CONTENT MARKETER Rob CAMPAIGN MANAGER
  56. 56. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Produce Efficiently Produce Great Content Collaborating between Global Marketing and Local Marketing Teams. Sarah Content Agency
  57. 57. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.59 Content Home What are my incoming Tasks? Notice the Content Asssignment
  58. 58. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.60 Content Production Highlight Persona
  59. 59. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.61 Click Fourth Tab Content Collaboration While Creating Content, Authors can easily reach out to internal or external teams without having to jump to Email. Authors can collaborate on Content, exactly where Content is being produced.
  60. 60. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.62 Highlight ContentScore Content Score Helping Authors to Create High-Value Content that matches the interest of their Audiences. Content Score is a combination of SEO Keywords and Best Practices
  61. 61. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.63 Click on secondtab Workflow Leverage Content Production Workflows to efficiently create content between internal and external, while staying compliant with branding and messaging.
  62. 62. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Luc PRODUCT MARKETING Sarah CONTENT MARKETER Rob CAMPAIGN MANAGER
  63. 63. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Deploy Deliver Content Across Today‘s Most popular channels to Engage with Customers. Rob Campaign Manager
  64. 64. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.66 ScrollDown Oracle Eloqua Besides Social, Web, and Blog channels, marketers have the ability to leverage existing Email Templates to dynamically deploy content.
  65. 65. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential – 67
  66. 66. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential – 68
  67. 67. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential – 69
  68. 68. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.70 Drag&Drop Dynamic Content Select Cloud Content
  69. 69. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.71
  70. 70. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential – 72
  71. 71. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Plan Produce Deploy Strategically Plan Content along the Customer journey. Produce Content with Global Marketing, Local Teams and Translation partners. Deploy Content Across All channels to Engage with Customers.
  72. 72. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. DemonstrationIntroduction Questions & Customer Empowerment
  73. 73. VOLGENDE STAN & STACY SEMINAR SEPTEMBER 2017
  74. 74. Gedempt Hamerkanaal 175 | 1021KP | Amsterdam +31 20 22 392 33 | contact@stanandstacy.com MODERN MARKETING MATTERS

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