Transcript Best Practice Awards - abm

Custom Media: B2B Leaders in Content
Lynne Esparo
Senior Director of Corporate Marketing
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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.
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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.
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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
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Examples – Early in the Sales Process
• Web Casts and Direct Mail
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Examples – To get a sales meeting
• Content Rich Sales Package
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Examples - Event Marketing (once a client)
• ATG Insight Live Program
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Example – Customer Communications
• ATG Insight Magazine
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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
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Contact Information
[email protected]
Thank you
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