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Laurence Bret-Stern
Laurence Bret-Stern
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How can marketing help us grow?!
1992 - 2000 2001 - 2008 2008 - 2010 2010 2015 - CURRENT Product Marketing France Telecom R&D France Telecom North America Orange NL Marketing Director AOL Time Warner France AOL Time Warner Europe Investor and CMO Silentale Sr Marketing Director LinkedIn Talent Solutions Strategic Marketing Product Marketing Demand Generation Customer Success Branding & Comm Advisory Board Member ANDigital
What Are We! Exactly Talking About?! Demand Generation! ! It is not about driving Sales! It is about creating a Sustainable Interest from Prospects and Customers so they Buy our Solutions!
The 4 Demand Gen Pillars! Lifecycle! Personas! Content! Insights!
Lifecycle! Understand The Buyer Journey!
Segmentation! Identify Key Buyer Personas! Priorities Decision Criteria Perceived Barriers Pathos Ethos Logos Segment
Content! Find the Sweet Spot! Customer Interests and Needs! Personas Research! SM & PR! Monitoring! Surveys &! Feedback forms! Content performance! analysis! Unique Brand! and! Value Proposition! Offer! Success! Stories! Research! Thought Leadership! Content! Pillars!
Insights! Track, Analyse, Predict! KPI's measure success! •  Qualified leads! •  Generated revenue! Metrics help you steer! •  Pipeline! •  Conversion rates! •  ROI! •  Sales cycle!
Are you Haute-Couture! or Prêt à Porter?!
Are you Haute-Couture! or Prêt à Porter?! Bespoke High Intensive Labour 2 collections a year Expensive Exclusive Standardized Automated Quick turnover High-street
Are you Haute-Couture! or Prêt à Porter?! Face to face One to Few Account-Based Digital, inbound One to Many Performance-based
Are you Haute-Couture! or Prêt à Porter?! Executive Briefings Conference Hospitality Thought Leadership On-site SEO, SEM (Social) Media Webinars Emailing Retargeting
Are you Haute-Couture! or Prêt à Porter?! 20%! 80%! Haute-Couture Prêt à" Porter Your addressable market!
4 Steps to Get Started! 1! 2! 3! 4! Build! your Brand! Find! your! Audience! Engage! your ! Audience! Recruit!
4 Steps to Get Started! Find Your Audience! 1! •  Identify your addressable market! •  Segment your (future) customer base! •  Establish buyer personas! •  Leverage your network! !
4 Steps to Get Started! Establish Your Brand! 2! •  Update your profile with customers in mind! •  Add rich content, be a thought leader! •  Be active, it is a conversation! •  Amplify your voice!
4 Steps to Get Started! Engage with Your Audience! 3! •  Zero-in on decision makers! •  Stay in the know with timely content! •  Share relevant insights! •  Nurture relationships!
4 Steps to Get Started! Recruit! 4! •  Your 3 C's: Customers, Candidates, Consultants! •  Educate! •  Motivate! •  Inspire!

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LinkedIn for Leatwaithe

  • 1. How can marketing help us grow?!
  • 2. 1992 - 2000 2001 - 2008 2008 - 2010 2010 2015 - CURRENT Product Marketing France Telecom R&D France Telecom North America Orange NL Marketing Director AOL Time Warner France AOL Time Warner Europe Investor and CMO Silentale Sr Marketing Director LinkedIn Talent Solutions Strategic Marketing Product Marketing Demand Generation Customer Success Branding & Comm Advisory Board Member ANDigital
  • 3. What Are We! Exactly Talking About?! Demand Generation! ! It is not about driving Sales! It is about creating a Sustainable Interest from Prospects and Customers so they Buy our Solutions!
  • 4. The 4 Demand Gen Pillars! Lifecycle! Personas! Content! Insights!
  • 6. Segmentation! Identify Key Buyer Personas! Priorities Decision Criteria Perceived Barriers Pathos Ethos Logos Segment
  • 7. Content! Find the Sweet Spot! Customer Interests and Needs! Personas Research! SM & PR! Monitoring! Surveys &! Feedback forms! Content performance! analysis! Unique Brand! and! Value Proposition! Offer! Success! Stories! Research! Thought Leadership! Content! Pillars!
  • 8. Insights! Track, Analyse, Predict! KPI's measure success! •  Qualified leads! •  Generated revenue! Metrics help you steer! •  Pipeline! •  Conversion rates! •  ROI! •  Sales cycle!
  • 9. Are you Haute-Couture! or Prêt à Porter?!
  • 10. Are you Haute-Couture! or Prêt à Porter?! Bespoke High Intensive Labour 2 collections a year Expensive Exclusive Standardized Automated Quick turnover High-street
  • 11. Are you Haute-Couture! or Prêt à Porter?! Face to face One to Few Account-Based Digital, inbound One to Many Performance-based
  • 12. Are you Haute-Couture! or Prêt à Porter?! Executive Briefings Conference Hospitality Thought Leadership On-site SEO, SEM (Social) Media Webinars Emailing Retargeting
  • 13. Are you Haute-Couture! or Prêt à Porter?! 20%! 80%! Haute-Couture Prêt à" Porter Your addressable market!
  • 14. 4 Steps to Get Started! 1! 2! 3! 4! Build! your Brand! Find! your! Audience! Engage! your ! Audience! Recruit!
  • 15. 4 Steps to Get Started! Find Your Audience! 1! •  Identify your addressable market! •  Segment your (future) customer base! •  Establish buyer personas! •  Leverage your network! !
  • 16. 4 Steps to Get Started! Establish Your Brand! 2! •  Update your profile with customers in mind! •  Add rich content, be a thought leader! •  Be active, it is a conversation! •  Amplify your voice!
  • 17. 4 Steps to Get Started! Engage with Your Audience! 3! •  Zero-in on decision makers! •  Stay in the know with timely content! •  Share relevant insights! •  Nurture relationships!
  • 18. 4 Steps to Get Started! Recruit! 4! •  Your 3 C's: Customers, Candidates, Consultants! •  Educate! •  Motivate! •  Inspire!