Content marketing automation uitgelegd door Stan & Stacy ism met Oracle CX.

1. CONTENT MARKETING AUTOMATION
by STAN & STACY and the ORACLE MARKETING CLOUD
SEMINAR

2. #ModernCM
Stan & Stacy
Modern Marketing Agency
Buyer Persona + Journey ontwikkeling
Inbound Marketing voor Demand Generation
Lead Nurturing Content
Marketing Automation platform
Marketing ROI (Reporting & Optimization)
Support en Academy
Always on ‘Campagnes’

3. WAAROM EEN CONTENT MARKETING AUTOMATION SEMINAR?

4. OMDAT CONTENT ONDERSCHAT WORDT BIJ
MARKETING AUTOMATION

5. #ModernCM
Waarom dit seminar?
Over Content Marketing Automation
• Content produceren vergt veel meer inspanning dan het inrichten van het marketing
automation proces (70/30 verhouding)
• Content is de brandstof voor marketing automation
• Content wordt ook nog teveel los en onsamenhangend geproduceerd
• Elke content piece moet zowel los als ook gecombineerd binnen een campagne meetbaar zijn
• Het is in 1e instantie de content die de prospect of klant ervaart, secundair automation
• 80% van onze opdrachtgevers loopt uiteindelijk tegen een muur van content. Marketing
automation zonder goede content werkt niet.

6. #ModernCM
We nemen je mee door het ideale proces

7. CONTENT MARKETING TECH ONTWIKKELINGEN

8. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.
The Oracle Marketing Cloud
Creating Marketing Simplicity for Content Marketers
Luc Zanders
May 10th

9. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.
9
Sender Technology Receiver

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Technology

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Technology

12. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.
Of marketers have
silo’d teams and
technologies by
channels
-eConsultancy
93%
Marketing Agency
Marketers Need a Centralized Hub for Teams to
Orchestrate, Optimize and Test Digital Experiences
EMAIL WEB SOCIAL MOBILE CONTENT SEARCH CREATIVE MEDIA
12
Sender

13. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.13
Content Marketing in 2000 vs. 2017
Single “content writer” on the
PR team creating content for a
blog.
Multiple people throughout the organization
creating a multitude of content for a various
channels.
Marketing
Team
PR Team / Agency
Internal
Communications
Team
Legal
Vendors & Clients
SEO Expert
THEN NOW
Sender

14. Copyright © 2016 Oracle and/or its affiliates. All rights reserved.14
Receiver
Source: https://www.cebglobal.com/blogs/.

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Marketing & Sales Alignment
• Leads enter the funnel at every stage in
the customer journey
• Online research and peer-generated
content influences purchase behavior
throughout
NOW
• Marketing delivers early-stage leads
• One-way, single channel, relationship-
driven
THEN
MARKETING SALESMARKETING SALES
Education
Active
Buying
Closing Education
Active
Buying
Closing
Receiver

16. DAAROM MARKETING AUTOMATION

17. #ModernCM
Marketing Automation
• Marketing automation helpt mensen bij het realiseren van hun doelen door ze op het juiste
moment van het juiste antwoord te voorzien
• Marketing automation realiseert aantoonbare marketing ROI

18. DIT VERGT EEN DOORTASTEND KLANTINZICHT

19. #ModernCM
Digital Body Language
De optelsom van alle digitale activiteiten van een persoon

20. #ModernCM
Digital Body Language

21. MAAR MARKETING AUTOMATION
IS OOK ONMISBAAR VOOR
CONTENT MARKETING

24. #ModernCM
Marketing Automation voor Content Marketing
Vanuit klantperspectief:
• Beter gepersonaliseerde content
• Hogere relevantie (goed getimed)
• Meetbaar per content pieces
• Inzicht in de ROI van elke campagne
• Hogere conversie
Vanuit marketing perspectief:

25. KEN JE KLANT - BUYER PERSONAS

26. #ModernCM
Wat is een Buyer Persona?
“Een buyer persona is een gedetailleerd profiel van een
voorbeeldkoper op basis van gedrag en doelen”

27. #ModernCM
Waarom een Buyer Persona?
Helpt bij het inzichtelijk maken van problemen en uitdagingen van de klant
• Een persona vertelt een menselijk verhaal over gedrag, manier van denken en interacties op
weg naar het bereiken van doelen
• Waarom? Om kopers van binnenuit te leren kennen en klantgericht te werken
• Personas gaan over koopgedrag: Hoe maken klanten hun aankoopbeslissingen? Welke doelen
proberen zij te bereiken? Wat beïnvloedt hun keuzes?
• Persona’s zijn de kern van je content & marketing automation strategie

28. #ModernCM
Waarom een Buyer Persona?
Met behulp van buyer personas krijg je antwoord op de volgende vragen:
• Wie is mijn klant?
• Hoe ziet het koopgedrag eruit?
• Hoe zoekt de klant naar informatie?
• Wat zijn de doelen en motieven van mijn koper?
• Hoe bereiken mijn kopers hun doelen, welke scenario’s doorlopen ze?
• Hoe kan ik ervoor zorgen dat ik relevanter wordt voor potentiele kopers?

29. #ModernCM
Waarom Buyer Persona’s voor Marketing Automation?
Een buyer persona is de meest geavanceerde tool voor het monitoren en analyseren van
gedragsveranderingen en geeft een concreet beeld van de digitale lichaamstaal:
• Marketing automation verzamelt data vanuit verschillende kanalen
• Marketing automation registreert alle interacties en geeft nieuwe inzichten
• Biedt de mogelijkheid tot het segmenteren op basis van gedrag
• Persona’s zijn je belangrijkste referenties bij het ontwikkelen van lead nurturing campagnes

30. #ModernCM
Probleemstelling Buyer Persona
Einddoel Ervaringsdoel
• Marktleider
in 2 jaar
• Waardevolle
investering van tijd
• Vooruitgang in
carrière
• Een goed voorbeeld
voor mijn omgeving
• Mijzelf blijven ontwikkelen• Omzetgroei
10% in 2017
Levensdoel

31. #ModernCM
Probleemstelling Buyer Persona
Het verhaal over het
gedrag en de volgorde
van gebeurtenissen die
de persoon gebruikt om
het doel te bereiken
Op een maatschappelijk
verantwoorde wijze
continuit van het bedrijf
realiseren

32. #ModernCM

33. #ModernCM
De Buyer Journey

34. MARKETING TECHNOLOGIE ANNO NU

35. MARKETING AUTOMATION
CONTENT MARKETING
POWERED BY

36. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 36
Modern
MarketingWith Oracle Marketing
Cloud
the journey to

37. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
The Oracle Marketing Cloud Helps You
Execute Cross-
Channel Experiences
1
Deliver Relevant
Content
2
Connect
Ecosystems and
Behaviors
3

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Cross-Channel Coordination Across Paid,
Earned and Owned Media.

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Engage
Engage prospects with
contextualized
experiences.
Convert
Drive funnel
conversions by
delivering timely
content.
Acquire
Deliver new customer
acquisition through on-
going nurture.
Grow
Leverage engagement and
conversion data to find
customers that look like your
ideal ones.
Scale Relevant Content Across Customer Journey

40. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
ENGAGE: Execute Cross-Channel Engagement
Create your message one time using a responsive email template to render across different
devices.
1. Start with
Digital Profile Data
2. Create CCM
Campaign
3. Deliver
Contextualized
Experience
RESULTS
Generated $107M
in pipeline
contribution across
105 campaigns in
nine months.

41. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Create personas and deliver your audience relevant, contextualized content throughout their
journey
CONVERT: Scale Relevant Content Across the Customer
Journey
1. Develop
Targeted Personas
2. Model Topics and
Create Relevant
Content
3. Broadcast Content
Across the Journey
RESULTS
15%
Pickup Rate
(Conversion Lift)
3X
Website Engagement

42. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
ACQUIRE: Deliver new customer acquisition
through on-going nurture.
1. Lead Scoring Based
on Profile and Behavior
2. Create
Buyer’s Journey
3. Nurture Prospects
Through Journey
A1
RESULTS
400%
growth in leads
33%
growth in revenue –
attributed to lead
generation and
nurturing

43. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
GROW: Leverage Profile Data to Find Customers
That Look Like Your Ideal Ones.
2. Look Alike Modeling
3. Target Anonymous
Users
1. Identify Ideal
Customers
EMAIL
AUTOMATION
CRM

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DemonstrationIntroduction
Content Hub
Questions &
Customer
Empowerment

45. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Demonstration
Introduction Questions &
Customer
Empowerment

46. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Plan Produce Deploy
Strategically Plan
Content along the
Customer Journey.
Produce Content with
Global Marketing and
Local Marketing Teams.
Deliver Content Across
Today’s Most Popular
channels to Engage with
Customers, including
Social
Content Marketing Journey

47. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Luc
PRODUCT MARKETING
Sarah
CONTENT MARKETER
Rob
CAMPAIGN MANAGER

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Plan
Strategically Plan Content along
the Customer Journey for each
Persona.
Luc
Product Marketing

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Buyer Personas
For who are creating content?

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Select Drop Down
Business Units
Different Personas, Workflows,
Content, etc. for reach business unit,
brand, location.

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Stages
Relevant Content across each stage
of the buyer journey for each
individual customer/prospect.
ScrollDown

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Content Production
How much content do we already
have? And where do we need to
focus our production efforts?

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Oracle Confidential –
53

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Drill Down into
Production Data (Select
Tabs)

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Enterprise Calendar
One global overview of all key marketing
activities, brands, divisions, regions, etc..
Incl. Eloqua Campaigns, Social Updates,
and offline events

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Assigning ContentTrigger Assignments to Internal or External teams, and
define what type of content needs to be created. When
ready.. The best Workflow is automatically selected.

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Luc
PRODUCT MARKETING
Sarah
CONTENT MARKETER
Rob
CAMPAIGN MANAGER

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Produce
Efficiently Produce Great Content
Collaborating between Global
Marketing and Local Marketing
Teams.
Sarah
Content Agency

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Content Home
What are my incoming Tasks?
Notice the Content
Asssignment

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Content Production
Highlight Persona

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Click Fourth Tab
Content Collaboration
While Creating Content, Authors can easily
reach out to internal or external teams without
having to jump to Email. Authors can
collaborate on Content, exactly where
Content is being produced.

62. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.62
Highlight ContentScore
Content Score
Helping Authors to Create High-Value
Content that matches the interest of their
Audiences. Content Score is a combination of
SEO Keywords and Best Practices

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Click on secondtab
Workflow
Leverage Content Production Workflows to
efficiently create content between internal
and external, while staying compliant with
branding and messaging.

64. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Luc
PRODUCT MARKETING
Sarah
CONTENT MARKETER
Rob
CAMPAIGN MANAGER

65. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Deploy
Deliver Content Across Today‘s
Most popular channels to Engage
with Customers.
Rob
Campaign Manager

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ScrollDown
Oracle Eloqua
Besides Social, Web, and Blog
channels, marketers have the ability to
leverage existing Email Templates to
dynamically deploy content.

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Oracle Confidential –
67

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Oracle Confidential –
68

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Oracle Confidential –
69

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Drag&Drop
Dynamic Content
Select Cloud Content

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Oracle Confidential –
72

73. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Plan Produce Deploy
Strategically Plan
Content along the
Customer journey.
Produce Content with
Global Marketing,
Local Teams and
Translation partners.
Deploy Content
Across All channels to
Engage with
Customers.

74. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
DemonstrationIntroduction Questions &
Customer
Empowerment

75. VOLGENDE STAN & STACY SEMINAR
SEPTEMBER 2017

76. Gedempt Hamerkanaal 175 | 1021KP | Amsterdam
+31 20 22 392 33 | contact@stanandstacy.com
MODERN MARKETING MATTERS