stima content lunch 17/03/2016: barco goes content
TRANSCRIPT
No content, no saleAnd in a couple of slides you will understand why
Rebecca Vanderpiete, representing Barco’s Corporate Marketing team17 March 2016
If you ever ...
go the cinema
hold a wireless powerpoint presentation
or go for a medical screening
...then you’ve already experience Barco
ENTERTAINMENT
ENTERPRISE
HEALTHCARE
More collaborationMore efficient meetings
Connected visualisation tools for demanding professionals
+1 billion €
And growing
90+Countries,
HQ in Belgium
Years of technology innovation track record
80+
Leads Expertise
Content is key
No short term repeat business
High share of innovation
94%
Source: State of B2B Procurement Study, Global study, Accenture Interactive
search online prior to contact
Again, content is key
Focusing on... product launches... tradeshows
The road towards ongoing customer
engagement
Foundations of customer engagement
Content
Contacts
Platforms
Processes
Foundations of customer engagement
Content
Contacts
Platforms
Processes
1 database
Infinity marketing
Contact intelligence
Foundations of customer engagement
Content
Contacts
Platforms
Processes
Customer engagement platform
Partner automation platform
Content Mgt System
www
Foundations of customer engagement
Content
Contacts
Platforms
Processes
P x P x V x V x C
“Discover-Consider-Decide”
Editorial calender
15
Discover Consider Decide
Example content pieces
Internal content guidelines
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
Blog post responding to news article : “Misperception of the radiologist: ‘Staring at a lightbox is what we did 20 years ago’”
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
CTR 0.6%
CTR 3.5%
CTR 4.8%
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
Talk the language of the customer
Provide proof
As short as possible
Show, don’t tell
Measure and learn
Experiment
New: recycle content
1 video recycled to 4 new content
pieces
2015 web figures show that better content leads to substantially higher engagement
+8% +46% +17%
Reach Engagement Conversion
web leads
Start small, build successes
“Steal with pride”Involve the team in the . . the change process .
Make a case with available budgetChoose the right moment
How to get started ?
Today’s challenges
Technology control
Stronger sales adoption
Contact database
Translations
www.barco.com/jobs
www.barco.com