We have finally launched our B2B Content Marketing. This packages is especially designed for the business that wants to build a solid marketing strategies to generate leads and increase sales but doesn’t have the expertise,money and full-time staff. Contact us via contact@canvassco.com for more information

1. B2B Content Marketing
Understand
Friday, February 7, 14
Assess
Marketing
and Business
Development
Service
Agency in
Thailand
Accelerate
1

2. Traditional Marketing VS.Content Marketing
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2

3. Traditional
Marketing Is
Telling Customers
How Good You Are
We sell pump.
They are brilliant pump.
Come and buy them from us!
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3

4. Content Marketing
Is Giving Valuable
Information
To Influence
Customer’s
Purchasing
Decision
Here is a lot of helpful information on pump.
We know a lot about pump.
We understand why you want to buy pump.
We sell brilliant pump that fit your needs.
Come and buy them from us!
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4

5. Why Content Marketing Matters
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5

6. 80% business decision-makers
prefer to get company
information in a series of
articles versus an
advertisement.
(Source:Roper Public Affairs)
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6

7. 61% of consumers
say they feel better
about, and are more
likely to buy from, a
company that delivers
custom content.
(Source: Custom Content Council)
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7

8. 78% of consumers
believe that
organizations providing
custom content are
interested in building
good relationships.
(Source: TMG Custom Media)
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8

9. Content Marketing Process
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9

10. In A Nutshell...
WHAT IS CONTENT MARKETING?
Content marketing is a marketing technique of creating relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target audience via multiple media channels –
with the objective of driving profitable customer action.
CONTENT
such as blog post, whitepaper,
eBooks, video, case studies,
guide, newsletter, inforgraphic,
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TARGET AUDIENCE
such as customers,
influencers, distributors and
other stakeholders
CHANNEL
such as social media, blogs,
email, search engine optimisation
(SEO) and your website
10

11. Content Marketing Process
5 fundamental steps
to create B2B content
marketing strategy
and action
PLAN
Research to understand target
audience, define media channel,
source of information and plan for
key messaging to target audience
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PUBLISH
Publish your content to
multiple platforms online and
offline media channel
PROMOTE
Build your reach and
attract target audience
PROVE
Refine, modify, test
and evaluate content
PRODUCE
Collaborate with key experts to
produce compelling content
and/or recreate existing
content to engage customers
11

12. Content Marketing Services
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13. CONTENT MARKETING SERVICES
AUDIT &
STRATEGY
๏
๏
๏
To figure out all
the marketing
materials you’ve
already got, in all
format
Understand your
goals, customer
characteristic,
priorities and
market gaps
To create a project
timeline and
assign tasks to
project teams
(Content
Contributor,
Author, Marketer)
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CONTENT
CREATION
CONTENT
FORMAT
CONTENT
DISTRIBUTION
ANALYSIS
& REPORTING
To come up with
ideas for
compelling
contents that your
audience care
about
๏
๏
To identify
channels for
content distribution
๏
KPI, tracking
performance and
feedback
๏
๏
๏
To discuss with
expert team (e.g.
R&D, Manager)
then write a
content
๏
To construct a
mailing list for
direct mailing
This includes
business leads
collection
๏
๏
๏
To interact with
3rd party e.g.
customers,
dealers to create
content
To drive your
content to market
– and your market
to your content
through online and
offline channel e.g.
email, blog, PR,
social network,
website
Revise and refine
content strategy
based on the
performance of
each content
๏
To identify and
recommend
content format to
suit content
strategy and target
audience
To design and
produce content in
different formats
such as
infographic, video,
article, newsletter,
case studies,
white papers,
guide, eBooks and
etc
13

14. Audit & Strategy
WHAT WILL YOU GET?
STEP 1
GATHER ALL
MARKETING
CONTENT
STEP 2
MAP CONTENT
TO BUYING
PROCESS
STEP 3
CONTENT
ASSESSMENT
STEP 4
•
IDENTIFY
CONTENT GAPS
•
Collect print and
electronic
marketing
materials and indepth interviews
with key personal,
to understand
sales process
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Match marketing
content to the
customers journey
(Awareness,
Consideration,
Preference,
Purchase and
Retention)
Assess marketing
content by using
factors such as
usefulness,
relevance, clarity,
brand
consistency, and
engagement)
Identify content
gaps and plan key
messaging for
engagement to
specific audience
segments,
strategy and
buying process
Comprehensive
review of
marketing and
sales material,
website, content,
SEO, social media
& systems activity
Development of
strategy with
buyer personas,
targeted
messaging and
editorial calendar
14

15. Content Creation
GENER
WHAT WILL YOU GET?
ATE ID
E
AS FO
•
R CON
TENT
To list ou
t
content c topics and ideas
for
reation.
Our conte
create th nt team works wit
e
h
complem content that will you to
ent your
sales stra
tegy.
•
EXTERNAL
SOURCE OF
Canvassco serves
as your supporting
team to gather
input for content
development from
internal & external
organization
We develop story
on your behalf
including key
message and
target keywords
INFORMATION
INTERNAL
SOURCE OF
INFORMATION
Create or reenergize existing
content into visual
attractive format
(infographic, video
and etc)
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Create content via
3rd parties e.g
distributor,
customers,
partners by using
survey/ round table
discussion
15

16. Content Format
CASE
STUDY
ARTICLE
600 - 700
words of
informative
article to
address
issues,
trends,
and topic
of
immediate
interest to
audience.
BLOG
600 - 700
words of
knowledge
sharing
including a
blog cover
WHITEPAPER
Typically 8 10 pages long
or 2,800 3,500 words
on issues that
require a lot of
explanation.
VIDEO
2-3 minutes
video using
customised
design to fit
with
content.
Typically
1–2
pages
long,
based on
real-life
event,
customer
testimoni
al with a
story.
SLIDESHARE/
PRESENTATION
eBook
12 – 40
pages in
length,
that
presents
complex
info in a
visually
attractive,
readerfriendly
format.
eNewsletter
300 - 500
words to
regularly
communicate
with current
and future
customers
INFOGRAPHIC
We offer both
standard
PowerPoint
presentation or
Prezi style. A
standard format
is 20 - 30 pages.
Visual data
and
information in
a chart, graph
or other form
of illustration.
The presentation
can be designed
to fit with your
corporate color.
A standard
design is A4
deliver in
digital format
Layout & Design
To produce your content into a simple and
easy to understand that lead to increased
understanding of the information
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16

17. Content Distribution
WHAT WILL YOU GET?
•
•
Owned Media
Paid Media
Social Media
•
•
•
•
Coordinate with
website designer
to distribute
content via owned
website, blog,
download link in
email footer
Create mailing
list by identifying
potential target
audience
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•
Paid search via
online platform such
as google adwords,
Linkedin and
facebook pay-perclick and etc
Display ads online
and offline
(advertorial,
magazine,
brochures)
•
Distribute content
via social media
platform via twitter,
linkedin, facebook
and etc
Identify relevant
bloggers and
online influencers
to link content
through their channel
(this can be paid
media)
•
A comprehensive
report on media
channel and
indication budget
Canvassco serves as
your supporting team
to distribute content
via online and social
media platform
We coordinate with
external organization
such as publishers,
bloggers and
influencers to
distribute content
17

18. Reporting & Analysis
Identify metric to trace performance of distributed content, via online
channel such as google analytic, google trend, website traffic,
retweets, follows, comments, direct messages and etc
BUSINESS
LEADS
RANK
TRACKING
WHAT WILL YOU GET?
•
GOOGLE
ANALYTIC
•
TRENDS
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EMAILS
TRAFFIC
DOWNLOAD
Monthly report on
the performance
of online content
tracking,
business leads
and customer
feedback
Review and
refine activities,
adjustment on
editorial calendar
and content
format as
appropriate
18

19. About Canvassco
B2B Marketing And
Business Development
Agency in Thailand
Understand
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Assess
Accelerate
19

20. ABOUT CANVASSCO
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20

21. WHO WE ARE
Canvassco started operations early 2013 as a market research and business
consulting team spin-off from a large European MNC in Thailand
EXPERIENCED PROJECT MANAGERS
+150 Completed Local & Regional Projects
BUSINESS ADVISORS
Over 20 years business
management experience in ASIA
PROJECT EXECUTION TEAM
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22. WHAT WE DO
We support Local and Multinational Companies (MNCs) to enter, develop and
accelerate their business activities in Thailand and Indonesia
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23. WHY WE ARE HERE
With the ASEAN Economic Community (AEC) arriving in 2015, Canvassco noticed strong demand
and a market void for attractive priced, transparent, and efficiently managed market research and
business development projects by local experts.
The ASEAN Economic Community (AEC) market represents …
#1
A LARGE OPPORTUNITY
•
ASEAN has a population of 629
million, accounts for around 4% of
World GDP, and grows at 5-6 % pa
•
The AEC will allow free movement
of goods, services, investment,
skilled labour, and freer flow of
capital in 2015
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#2
•
TECH SAVVY PEOPLE
#3
HIGH SPEED & LOW COST
An online revolution is taking place
in ASEAN countries - creating tech
savvy consumers
•
The AEC will reduce many trade
barriers and tariffs - resulting in
improved ease of doing business
★ 190.4 mio of Internet Users
★ 41.5 mio of Smartphone Users
★ 103 mio of Facebook Users
★ 4 mio of Linkedin Users
•
The market will move faster and the
costs will go down. Companies
which are not competitive will have
a hard time to survive
23

24. MARKET RESEARCH
AND BUSINESS
DEVELOPMENT
SERVICES
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25. MARKET RESEARCH SERVICES
Our comprehensive market research
and business development services
help you with your Sales and
Marketing strategy throughout your
product’s life cycle.
MATURITY
GROWTH
DECLINE
INTRODUCTION
DEVELOPMENT
•
•
Business Idea
Generation
Business Model
Generation
•
•
•
Market Opportunity
Assessment
•
•
Market Feasibility
Analysis
•
•
•
Concept Test
Product and Market
Fit Test
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•
Customer
Segmentation
Analysis
Distribution Channel
Analysis
•
•
Marketing Channel
Analysis
•
•
Go-To-Market
Strategy
•
Sales Acceleration
•
Value Proposition
Assessment
Market Share and
Competitor Analysis
Pricing Strategy
Analysis of Unmet
Needs
Brand Positioning
Analysis
Market Expansion
Strategy
•
•
Brand Loyalty
•
Competitive
Positioning Analylsis
•
•
•
Market Barriers
Customer
Satisfaction Study
Switching Factors
Product Features
and Unbundle
Strategy
•
•
Exit Strategy
•
Product Improvement
Strategy
•
Vertical & Horizontal
Market Expansion
Strategy
Repositioning
Strategy (ReBranding)
25

26. WHAT WE OFFER | Market Snapshot Report
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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27. WHAT WE OFFER | Value Proposition Assessments
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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28. WHAT WE OFFER | Partner Search
•
•
•
•
•
•
•
•
•
•
•
•
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29. WHAT WE OFFER | Sales Acceleration
•
•
•
•
•
•
•
•
•
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30. CUSTOMISED PROJECTS
This is not a comprehensive list of all our offered services. If you need market
research or business growth strategies not shown here please don't hesitate
to contact us
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31. PROJECT
MANAGEMENT AND
EXECUTION TEAM
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31

32. OUR TEAM STRUCTURE
Collaboration is at the very heart of our success. Our flat structure ensures
that all team members are fully engaged in the process.
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32

33. PORNPRAPUN SRIYOTHA | Project Manager
Pornprapun has over 7 years work experience helping foreign investors, foreign companies and Thai
companies to understand the local markets. She has managed over 50 research and consulting projects,
and lead teams to execute local and multi-countries engagements in South East Asia
EXPERIENCE
•
•
•
SKILLS & EXPERTISE
Previously worked with Ipsos Business Consulting as
Business Development Manager to identify new
growth opportunities,
and to evaluate and redefine strategies for stronger
competitive positioning
•
As the Business Analyst with Ipsos Business
Consulting and with Synovate, she conducted
projects throughout South East Asia covering market
assessment, portfolio optimization and competitor
intelligence
Worked with DKSH Thailand as Business
Development Executive to to accelerate supplier
revenue growth in Thailand
•
•
•
•
•
Telecommunications (growth strategy for global leading telecom
leader)
Health-related products (medical compression stocking, vitamin &
dietary supplements, functional F&B and etc.)
Industrial products (engine and generator set, steel, chemical
products, wastewater treatment, lightning protection system,
structured wiring system and etc.)
Retail/FMCG (sport wear, roof tiles and etc.)
Agricultural machinery (market entry strategy) and
financing strategies (hire-purchase)
Building Materials (roof & wall materials, steel structure, insulation
products and etc)
EDUCATION & TRAINING
•
•
Bachelor Degree of Business Administration in International Business Management (First Class Honor) from University of the
Thai Chamber of Commerce
Blue Ocean Strategy Workshop (2013), Business Model Generation Workshop & Masterclass (2012), The Napkin Academy (2012)
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33

34. IRA SUSTRINI | Project Manager
Ira has over 10 years work experience in B2B Market Research helping foreign investors, foreign
companies and local clients to understand the Indonesia market. She managed over 50 research and
consulting projects, and lead teams to execute projects throughout Indonesia
EXPERIENCE
•
•
•
SKILLS & EXPERTISE
Previously worked with Ipsos Business Consulting as the
Consulting Manager leading the Indonesia Office. Ira also
helps local clients understand the opportunities of the
Indonesia market, and assists on market entry and
development
•
•
Agribusiness (animal feeds, animal vaccines market study)
•
Health-related products (Vitamin & dietary supplements, functional
F&B and etc.)
•
Industrial products (engine and generator set, steel, chemical
products and etc.)
Ira manages the execution of consulting projects in
Indonesia, and is an expert in market analysis and feasibility
studies, market entry, competitive intelligence and partner
searching studies
Before joining Ipsos Business Consulting’s Indonesia office,
she worked for 3 leading industrial research companies in
Indonesia
•
•
Telecommunication (B2B market sizing, growth and segment
opportunity for corporate mobile phone market)
Retails/FMCG (sport wear, roof tiles and etc.)
Building Materials (roof & wall materials, steel structure, insulation
products and etc)
EDUCATION & TRAINING
•
Master Degree in Technology Management from University of New South Wales-Australia, and Bachelor of Science Degree in Mechanical
Engineering from Trisakti University in Indonesia
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35. NATTAMON CHOO-LERD | Business Development Manager
Nattamon has over 7 years work experience helping European investors and Japanese companies to
implement their marketing plan in Thailand. She leads local teams to understand the client’s
requirements and ensures that clients receives the necessary assistance for any business in Thailand
EXPERIENCE
•
SKILLS & EXPERTISE
Previously worked with Blue Business Solution as Marketing Advisor.
Nattamon helped clients to implement marketing activities such as:
•
Automotive (Implemented marketing campaigns and
activities for lubricant oil which help increased sales by
100%)
•
Food & Beverage (organized Norwegian Seafood Council
Seminar - cooking demonstration and market study for
seafood market in Thailand)
•
Air Transportation (Organized marketing activities for
Norwegian Air Shuttle)
•
•
Manage production of marketing materials - including leaflets,
posters, flyers, newsletters, e-newsletters and DVDs
•
•
Communicate with target customers, and manage customer
relationships
Organize and attend events such as conferences, seminars,
receptions and exhibition
Before joining Blue Business Solutions, she worked in the Corporate
Strategy Department of Tripecth Isuzu Sales
EDUCATION & TRAINING
•
•
Master Degree in Marketing (MIM) and Bachelor of Arts Degree in Economics from Thammasat University
AFS Exchange Student, Minnesota, USA
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35

36. OUR BUSINESS PARTNERS
•
•
Blue Business Solutions is the business advisory services for companies establishing
themselves in Thailand and Myanmar
The company works as the Norwegian government's trade representative office in
Thailand. In close cooperation with the Royal Norwegian Embassy, Blue Business
Solutions assists Norwegian companies with services ranging from market research
through market entry and finally market expansion in Thailand and Myanmar
•
•
•
•
•
•
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MOCAP provides Business Process Outsourcing Services, Call Center Outsourcing,
Market Research Services (via telephone interviews), and Digital Marketing in Thailand
With over 500 staff, MOCAP is one of the leading BPO centers in Thailand
Canvassco works with MOCAP for large scale data collection via telephone interviews
Sinthopmanomai Marketing provides fieldwork services for many leading market
research companies in Thailand
They have over 20 staff working on the ground in Thailand to collect primary
information. The company is specialized in consumer research data collection
Canvassco works with Sinthopmanomai Marketing on data collection and consumer
interviews for quantitative research on large scale B2C projects
36

37. PAST EXPERIENCE
AND SAMPLE
REPORTS
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37

38. SELECTED PAST EXPERIENCE
AGRICULTURE
•
Agricultural Machinery:
Market potential analysis
and value proposition test
for the German combined
harvesting machine
•
Animal Feeds and
Vaccines: Segment and
market prioritization,
customer behavior analysis
for the American
Organization/Company
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CONSTRUCTION
•
•
Building Materials: Market
potential analysis for
insulation materials. The
client is the French
company who is going to
acquire local company
Steel: Market profiling and
overview for structural steel
market. The scope covered
cold-rolled steel, fabricated
steel, metal sheet and etc
HEALTHCARE
•
Partner Search: Market
analysis and shortlisting top
5 most potential local
distributor for medical
stocking from Switzerland
•
Surgical disposable
drape: Market profiling to
help Japanese company
understand market
opportunity in Thailand.
The scope include pricing
study and competitor
profiling
RETAIL
•
Concept Test: The client
has a concept for brand
new lifestyle community
mall and would like to test
whether the idea is viable
for the local customers
•
Retail Market Landscape:
Shortlisted the most
potential location for brand
new retail shop for lifestyle
and sportswear, the project
scope also profiling
customers
38

39. SELECTED PAST EXPERIENCE
INDUSTRIAL EQUIPMENT
•
•
SMT Soldering Machine:
Market potential analysis,
price collection and
competitor profiling. The
scope includes market
share and trend analysis.
This project conducted for
the SMT soldering machine
maker from Switzerland
Wastewater Treatment
Equipment: Concept test
and market analysis for
European company
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TELECOMMUNICATION
•
Telecommunication
Network for Corporate
Market: Study for usage
and behavior of landline,
mobile and internet services
among B2B customers.
The study is used to
formulate growth strategy
for the French telecom
Company
FINANCIAL
•
SMEs Financial Services:
Understand usage and
behavior of the SMEs sector
on financial products and
services they used as well
as their selection criteria
•
Islamic Banking: Market
profiling to help a global
company to understand
Islamic banking market
structure as well as market
drivers and barriers
SOCIAL RESEARCH
•
Receptiveness toward
ASEAN Economic
Cooperation: The study
conducted to understand
people and business
perception and impact on
AEC. The study was used
to help formulate
communication strategy
•
39

40. CASE STUDY | MEDICAL DEVICE MARKET STUDY
ABOUT THE PROJECT
The client has set up a medical device factory in Thailand mainly for export, and
is currently working on a plan to sell the same products in the domestic market.
Canvassco conducted in-depth interviews with 10 leading Private and Public
Hospitals to understand their purchasing behavior. The information was used to
estimate the market size and do a competitor profiling.
Industry sector: Medical Devices
Project completion: 5 weeks
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DELIVERABLES
★ Market size & growth (next 5 years)
★ Industry trends
★ Competitor profiling
★ Pricing
★ Market share
★ Sales & marketing practices
★ One business lead (ad-hoc)
★ Market size & growth calculation in Excel
40

41. CASE STUDY | AGRICULTURAL MACHINERY
ABOUT THE PROJECT
The client is a large European agriculture equipment supplier wanting to enter
the Thai market. There were two phases of the project. Phase 1 used desk
research information and in-depth interviews with agricultural machinery dealers
to generate a market report. Phase 2 was to test the client’s machine - their
value proposition - in the field and obtain feedback from potential customers.
This project helped the client identify and modify key features to be successful in
the Thai market.
Industry sector: Agricultural Machines
Project completion: 16 weeks
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DELIVERABLES
★ Market size & growth (next 5 years)
★ Industry trends
★ Competitor profiling
★ Pricing
★ Market share
★ Value proposition and concept test
★ Competitive assessment
★ Buying criteria assessment
41

42. contact us.
Canvassco (Thailand)
Mahatun Plaza, 14th Floor, 888/143, Ploenchit Road, Bangkok 10330, Thailand
Phone : +662 627 3081- 4
Fax : +662 627 3042
Email : contact@canvassco.com
Web: www.canvassco.com
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