CMO Event - Paul Ellis, Truly Delivering Valuable Conversations and Engagement in a Digital World

Truly Delivering Valuable Conversations and Engagement

in a Digital World

Paul EllisVP Global Marketing, Assima PLC@paulellisuk

the more things change, the more they stay the same

« plus ça change, plus c'est la même chose »Jean-Baptiste Alphonse Karr in the January 1849

Some constants…

Buying is always a personal experience; a series of conversations

The stages of buying;Awareness - Research – Decision

Marketing fundamentals remain unchanged

Lies, Damned Lies and Statistics

Social Media Digitises the oldest and most influential form of marketing

Word of Mouth

How can we really deliver valuable conversations through digital when buyers are deliberately resisting direct contact?

Corporate Executive Board Study – 57% Sirius Decisions 70% Forrester 70%

70%of the buyer journey completebefore you get any direct contact with the prospect

???

How can we increase customer engagement when the digital world is fleeting and superficial?

Achieving engagement through digital channels and maximizing those engagement opportunities for the sales organisation

Multi-Point Social Media Use

Content / Activity

Blog

External

@AssimaPLC

@PaulEllisUK

@Other_Assima_Employees

AssimaPLCEventCase Study

Webinar + RecordingVideo

NewsWhitepaper

Assima PLC Company StatusAssima PLC Open GroupAssima PLC Closed User GroupInterest / Topic GroupsPersonal Status / Shares

Assima Blogwww.assima.net

Create a closer alignment with sales and linking opportunities with digital engagement

Develop story telling campaigns written in a way to engage the audience

Remember the elements of a good story; characters, plot lines, situations, depth, empathy, structure….

Most important … Emotionally Engaging!

Deliver joined up conversations throughout the entire customer journey

Integrated Campaign Elements

Collateral• Blog pieces (QA and consistency, The measurable impact of Data Quality)

• Analyst research – Gartner, Forrester, Gartner Magic Quadrant for Data quality

• White Papers – The Dawn of the CDO, Gartner

• 2 Side PDF

• Example ROI piece

• Partner involvement

• List of Videos• Data consistency and checking

• Product demo videos (Salesforce)

• 2 short 30 sec videos

Promotion MechanismSponsored Campaigns• LinkedIn, Twitter. Pay Per Click

Social Media• Twitter, LI, blog campaigns, promotion in LI SM groups

Landing Pages• Targeted, Relevant. Clear customer path through content

Call to action• Webinars

Follow-up• Email

• SM

• Sales

Understanding our level of engagement and knowing how to act on it

What do we track / measure ?

• Community sizes• LinkedIn Company Followers• LinkedIn Group Members• Twitter Followers• YouTube Subscribers• Blog Subscribers

• Content Engagement and Amplification• Click Throughs• ReTweets• Shares• Reach

• Activity Specific Goals• Webinar Attendees• Event Visits• Whitepaper Downloads

• Site Traffic

• Site Paths• Landing -> Exit

• Referral Sites

• Contacts

MARKETING QUALIFIED LEADS

Thank youPaul Ellis

@paulellisuk

Best Practices

DO• Good Research• Plan a strategy• Measure• Give to Get (Contribute freely)• Build a quality network• Be patient• Engage (Listen)• Responsive and Timely• Authentic and Consistent• Work multiple platforms• Deliver the right content to the

right platform

DON’T• SELL SELL SELL• Auto Follow / Build network too fast• Use one platform• Use one size fits all• Expect quick results• SPAM• Forget your basic courtesies• Be Demanding• Feed the Trolls• Ignore Social Media• Give Up