b2b online - de techniek achter het effectief verleiden
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B2B online - de techniek achter het effectief verleidenTRANSCRIPT
Contentstrategie en inbound
intro
De techniek achter het effectief verleiden
Ferry Meijndert & Niels Claessens
Agenda
• Profiling & Lead scoring• Personalisation• Marketing Automation
Contentstrategie en inbound
intro
3
Bu
ye
r jou
rne
y
De
ma
nd
ge
ne
ratio
n
Awareness
Knowledge
Interest
Consideration
Intent
Purchase
Activation
Repeat
Preference
Loyalty
Referral/endorsement
Advocacy/evangelism
Co
nve
rsion
Se
rvic
e &
ac
tiva
tion
Contentstrategie en inbound
intro
5
Profiling &Lead scoring
Bu
ye
r jou
rne
y
De
ma
nd
ge
ne
ratio
n
Awareness
Knowledge
Interest
Consideration
Intent
Purchase
Activation
Repeat
Preference
Loyalty
Referral/endorsement
Advocacy/evangelism
Co
nve
rsion
Se
rvic
e &
ac
tiva
tion
Product video/page visit
Whitepaper download
Webinar watched
Quote requested
Demo/Contact request
Contentstrategie en inbound
intro
7
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intro
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intro
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Contentstrategie en inbound
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Personalisatie
De
ma
nd
ge
ne
ratio
n
Awareness
Knowledge
Interest
Consideration
Intent
Purchase
Activation
Repeat
Preference
Loyalty
Referral/endorsement
Advocacy/evangelism
Co
nve
rsion
Se
rvic
e &
ac
tiva
tion
Product video/page visit
Whitepaper download
Webinar watched
Quote requested
Demo/Contact request
Bu
ye
r jou
rne
y
17
Contentstrategie en inbound
intro
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Contentstrategie en inbound
intro
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Contentstrategie en inbound
intro
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Marketing Automation
De
ma
nd
ge
ne
ratio
n
Awareness
Knowledge
Interest
Consideration
Intent
Purchase
Activation
Repeat
Preference
Loyalty
Referral/endorsement
Advocacy/evangelism
Co
nve
rsion
Se
rvic
e &
ac
tiva
tion
Product video/page visit
Whitepaper download
Webinar watched
Quote requested
Demo/Contact request
Bu
ye
r jou
rne
y
25
intro
Contentstrategie en inbound
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intro
Contentstrategie en inbound
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intro
Contentstrategie en inbound
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intro
Contentstrategie en inbound
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intro
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intro
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intro
Contentstrategie en inbound
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intro
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Kentico EMS
Personalisatie
A/B en Multivariate Testing
Marketing Automation
Email marketing
Lead Scoring
Campaigns Segmentation Web analytics