nurturing: where human touch & digital practices come together
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John Watton, Director Global Brand & Marketing1 November, 2011
Nurturing: Where Human Touch & Digital Practices come together
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Me
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Pointless Infographic #1
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Pointless Infographic #2
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Lead nurturing
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Lead Nurturing/Scoring
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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
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The Human Touch
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“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.”
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It’s not about youPick a hot issueFind clear waterBe independentSupport your story with dataUse customers (and third
parties)Share negativesHumanity and empathyCredibility matters
10 content principles
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10. Confidence is the most powerful weapon in the content marketing arsenal
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The Hotel Price Index
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Great content marketing boils the ocean
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Great content marketing opens up
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Great content marketing understands prospects are people first
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Summary
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Content good enough to share