Nurturing: Where Human Touch & Digital Practices come together
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John Watton, Director Global Brand & Marketing 1 November, 2011 Nurturing: Where Human Touch & Digital Practices come together
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Transcript of Nurturing: Where Human Touch & Digital Practices come together
John Watton, Director Global Brand & Marketing1 November, 2011
Nurturing: Where Human Touch & Digital Practices come together
Me
Pointless Infographic #1
Pointless Infographic #2
Lead nurturing
Lead Nurturing/Scoring
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
The Human Touch
“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.”
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
10. Confidence is the most powerful weapon in the content marketing arsenal
The Hotel Price Index
Great content marketing boils the ocean
Great content marketing opens up
Great content marketing understands prospects are people first
Summary
Content good enough to share
