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Nurturing: Where Human Touch & Digital Practices come together

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Nurturing: Where Human Touch & Digital Practices come together

  1. 1. John Watton, Director Global Brand & Marketing 1 November, 2011 Nurturing: Where Human Touch & Digital Practices come together
  2. 2. http://slidesha.re/wattonFUNNEL
  3. 3. Me
  4. 4. Pointless Infographic #1
  5. 5. Pointless Infographic #2
  6. 7. Lead nurturing
  7. 8. Lead Nurturing/Scoring
  8. 9. Process, process, process <ul><li>Strong working relationship with sales </li></ul><ul><li>Defined process </li></ul><ul><li>Concept of a Marketing Qualified Prospect </li></ul><ul><ul><li>Establishes criteria for “handshake” between marketing & sales </li></ul></ul><ul><li>Generate & recycle </li></ul>
  9. 10. The Human Touch
  10. 13. “ 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.”
  11. 14. <ul><li>It’s not about you </li></ul><ul><li>Pick a hot issue </li></ul><ul><li>Find clear water </li></ul><ul><li>Be independent </li></ul><ul><li>Support your story with data </li></ul><ul><li>Use customers (and third parties) </li></ul><ul><li>Share negatives </li></ul><ul><li>Humanity and empathy </li></ul><ul><li>Credibility matters </li></ul>10 content principles
  12. 15. 10. Confidence is the most powerful weapon in the content marketing arsenal
  13. 16. The Hotel Price Index
  14. 21. Great content marketing boils the ocean
  15. 23. Great content marketing opens up
  16. 25. Great content marketing understands prospects are people first
  17. 30. Summary
  18. 32. Content good enough to share
  19. 33. Thank you http://slidesha.re/wattonFUNNEL email: [email_address] twitter: @jwatton skype: j.watton