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Transcript
Custom Media: B2B Leaders in Content Lynne Esparo Senior Director of Corporate Marketing 1 Why Use Content Marketing/Custom Media When used properly and appropriately, custom content can : • Initially bring a prospect into your sales pipeline. • Move prospects through the sales process, to become a customer. • Maintain and enhance the client relationship and create trust and affinity. 2 How Nuance Uses Content Marketing • First, to slowly build trust and affinity with a prospect by increasing their tolerance for our content. • Next we match the amount and depth of the content and platform, to the stage the prospect is in the buying process with Nuance. • Third, we increase the tolerance for content until we have earned permission for a sales call and then final sale. • Finally, once we have earned the honor of establishing a client relationship, we continue to use appropriate content for client retention and to build on the relationship. 3 A Content Continuum Where in the process with your company Type/format of Custom Content Cold lead Small bits of information/web cast invite/email newsletter/web site info Warm/Interested Lead Content rich web cast/Podcast or White Paper On the Short list Live Event or Sales Call with case studies and ROI information on your product or solution Customer Live Events and Magazines/Newsletters to reinforce your value proposition 4 Examples – Early in the Sales Process • Web Casts and Direct Mail 5 Examples – To get a sales meeting • Content Rich Sales Package 6 Examples - Event Marketing (once a client) • ATG Insight Live Program 7 Example – Customer Communications • ATG Insight Magazine 8 How Can Publishers Get Involved? • Leverage your brand relationship with your audience – create media channel for marketers to use their own content to your audience • Create advertising tie ins that are integrated with marketer generated content • Help drive traffic to content web casts, white papers and events 9 Contact Information [email protected] Thank you 10