Winner: Best Use of Content Marketing
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Transcript of Winner: Best Use of Content Marketing
From Thought Leadership to Revenue5th March 2013
Cable&Wireless WorldwideBanking 20|20
The Client2
The goals
Position C&WW as a relevant and strategically important partner to the banking sector
Enable sales engagements in new areas with new contacts
Drive pipeline and contract wins
3
The challenges
C&W Worldwide credentials and expertise in the sector not widely understood
Sales contacts often limited to operational IT and procurement
No internal model for how to create and implement a vertical GTM strategy
Lack of insight and content upon which to build a vertical sector GTM
4
End-to-end Go-to-Market Process5
Insight-led point of view6
7
Integrated Go-to-Market Plan8
Thought leadership to demand generation9
Sales enablement training & tools11
Go-to-market toolkit10
Results13
Conclusions
Good insight is vital
A strong point of view is at the heart of good content marketing
To be effective needs to be part of an integrated Go-to-Market approach
Don’t forget sales enablement