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Fergus
Gloster
intro
sales	
  &	
  
marke2ng
funnel
types	
  of	
  content
(=king)
takeaways
future
love	
  every
lead
filling	
  the
funnel
rise	
  of	
  visual
content
mindmap
aligning	
  sales	
  and	
  marke-ng	
  
in	
  the	
  digital	
  world
informa-on	
  
abundance
huge	
  challenges
change	
  rela-onship	
  between	
  buyer
and	
  sales	
  organisa-on
it's	
  about	
  the	
  journey
implement
agreed
steps
who	
  owns	
  which	
  piece	
  of	
  the	
  funnel?
structure
strategy
align
awareness
friend
name
engaged
target
contact
sales	
  lead
opportunity
customer
early	
  stage
middle	
  stage
late	
  stage
not	
  gated
research
videos
currated	
  lists
infographics
thought	
  leadership
guides
gated
etc
mostly	
  not	
  gated
etc
1	
  way	
  buyers	
  buy	
  changes	
  forever
2	
  publish	
  own	
  content	
  to	
  help	
  
find	
  you
3	
  leverage	
  peer	
  to	
  peer	
  
influence
4	
  most	
  leaders	
  are	
  not	
  sales	
  ready
5	
  use	
  analy-cs	
  to	
  turn	
  marke-ng
from	
  cost	
  center	
  to	
  revenue	
  driver
resources
content	
  strategy
fresh	
  content
make	
  every	
  campaign	
  social
big	
  data
see	
  the	
  whole	
  
journey	
  on	
  your	
  site
hCp://marketo.com/dg2ma
hCp://marketo.com/dg2sm
marke-ng	
  should	
  adapt	
  to	
  new	
  reality
if	
  they	
  don't,	
  they	
  have	
  challenges	
  in	
  5	
  years
marke-ng	
  forecast
marke-ng
automa-on	
  in
conjunc-on
see	
  guide	
  via	
  hCp://bit.ly/DG2MM
understand	
  process	
  &	
  funnel
I	
  can	
  tell	
  you	
  in	
  x	
  months	
  
to	
  tell	
  that	
  markr-ng	
  has	
  
contributed	
  to	
  sales
mine	
  leads
nurture	
  lead
steps
if	
  they	
  visit	
  your	
  site,	
  they	
  visit	
  compe--on
have	
  a	
  nurturing	
  
strategy
lead	
  scoring	
  defined
hard	
  ROI	
  of	
  lead	
  scoring
sales	
  development
all	
  names
engaged
target	
  &	
  recycle
lead	
  nurturing
contacted
sales	
  lead
opportunity
understand	
  
buying	
  journey
measuring	
  is	
  hard
have	
  a	
  social	
  liP	
  in	
  campaigns
landingpage
mul-ple	
  touches
mul-ple	
  influencers
tyranny	
  of	
  -meimpact	
  over	
  -me
website
webinars
events
Facebook
download	
  now
incen-ve
fill	
  out	
  the	
  form	
  to	
  get
the	
  full	
  guide
measure	
  the	
  impact
capaign	
  visits
interac-ons
shares
resul-ng	
  clicks
conversions
ebook
interac-ve	
  infographic
engage	
  people
let	
  people	
  keep	
  coming	
  back
let	
  them	
  refresh	
  your	
  content
content	
  strategy
content	
  is	
  about	
  brains	
  not	
  budget
engage	
  all	
  employees	
  to	
  blog
gemaakt	
  door	
  
@AlexisvanDam
ook	
  uw	
  presenta-e/	
  
congres/	
  vergadering/	
  
sessie	
  gemindmapped?
lees	
  
instruc-e
hCp://www.alexisvandam.nl
mindmapper,	
  facilitator,	
  spreker
zie	
  hCp://www.connec-onofminds.com	
  voor	
  
onze	
  aanpak	
  en	
  mogelijkheden
visueel	
  overzicht	
  van
afspraken
ac-es
etc
met	
  draagvlak
met	
  de	
  klok	
  mee
van	
  binnen	
  naar	
  buiten
per	
  tak	
  van	
  boven	
  naar	
  beneden

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B2B Goes Social 4 Fergus Gloster

  • 1. Fergus Gloster intro sales  &   marke2ng funnel types  of  content (=king) takeaways future love  every lead filling  the funnel rise  of  visual content mindmap aligning  sales  and  marke-ng   in  the  digital  world informa-on   abundance huge  challenges change  rela-onship  between  buyer and  sales  organisa-on it's  about  the  journey implement agreed steps who  owns  which  piece  of  the  funnel? structure strategy align awareness friend name engaged target contact sales  lead opportunity customer early  stage middle  stage late  stage not  gated research videos currated  lists infographics thought  leadership guides gated etc mostly  not  gated etc 1  way  buyers  buy  changes  forever 2  publish  own  content  to  help   find  you 3  leverage  peer  to  peer   influence 4  most  leaders  are  not  sales  ready 5  use  analy-cs  to  turn  marke-ng from  cost  center  to  revenue  driver resources content  strategy fresh  content make  every  campaign  social big  data see  the  whole   journey  on  your  site hCp://marketo.com/dg2ma hCp://marketo.com/dg2sm marke-ng  should  adapt  to  new  reality if  they  don't,  they  have  challenges  in  5  years marke-ng  forecast marke-ng automa-on  in conjunc-on see  guide  via  hCp://bit.ly/DG2MM understand  process  &  funnel I  can  tell  you  in  x  months   to  tell  that  markr-ng  has   contributed  to  sales mine  leads nurture  lead steps if  they  visit  your  site,  they  visit  compe--on have  a  nurturing   strategy lead  scoring  defined hard  ROI  of  lead  scoring sales  development all  names engaged target  &  recycle lead  nurturing contacted sales  lead opportunity understand   buying  journey measuring  is  hard have  a  social  liP  in  campaigns landingpage mul-ple  touches mul-ple  influencers tyranny  of  -meimpact  over  -me website webinars events Facebook download  now incen-ve fill  out  the  form  to  get the  full  guide measure  the  impact capaign  visits interac-ons shares resul-ng  clicks conversions ebook interac-ve  infographic engage  people let  people  keep  coming  back let  them  refresh  your  content content  strategy content  is  about  brains  not  budget engage  all  employees  to  blog gemaakt  door   @AlexisvanDam ook  uw  presenta-e/   congres/  vergadering/   sessie  gemindmapped? lees   instruc-e hCp://www.alexisvandam.nl mindmapper,  facilitator,  spreker zie  hCp://www.connec-onofminds.com  voor   onze  aanpak  en  mogelijkheden visueel  overzicht  van afspraken ac-es etc met  draagvlak met  de  klok  mee van  binnen  naar  buiten per  tak  van  boven  naar  beneden