Nurturing: Where Human Touch & Digital Practices come together

John Watton, Director Global Brand & Marketing1 November, 2011

Nurturing: Where Human Touch & Digital Practices come together

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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

email: jwatton@expedia.comtwitter: @jwattonskype: j.watton

Thank you

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