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Customer First: How to Build an Amazing Customer-Centric Approach to Content Marketing
Amanda Nelson,
Director, AppExchange Community Marketing, Salesforce
Customer First!A customer-centric approach
to content marketingAmanda Nelson
Director, Community Marketing Salesforce
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@amandalnelson
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@amandalnelson
leads
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@amandalnelson
leads
leads
leads
leadsleads
leadsleads
leadsleads
leads
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@amandalnelson
80/2020% of your customers bring in 80% of
your revenue.
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@amandalnelsonSource: Entrepreneur Magazine
4-10xCustomers are 4-10x more likely to buy more
from you than prospects.
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@amandalnelsonSource: Pricing for Profitability
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@amandalnelson
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@amandalnelson
HERE’S HOW
@amandalnelson
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THIS WORKS TOO
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@amandalnelson
AND THIS
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@amandalnelson
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@amandalnelson
SO…
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HOW WE’LL DO THIS
PLAN BUILD EXECUTE
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Inspire and guide customer and partners with content and
community marketing that drives their success and AppExchange
growth, while having the time of our lives.
PLAN CONTENT BY STAGE
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2 3 41 5
Content marketing greatness
Customer marketing meh
Not happening
PLAN CONTENT BY STAGE
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2 3 41 5
Content and customer marketing greatness
REUSE AND REPURPOSE CONTENT
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TOP OF FUNNEL CONTENT
Reach prospects
MIDDLE/BOTTOM OF FUNNEL
Reach customers
NEW CONTENT ACROSS FUNNEL
Reach prospects and customers
CONTENT ENGINE
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@amandalnelson
CONTENT ENGINE
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SOCIAL SHARING
EBOOK
CUSTOMER SUCCESS
CONTENT
CUSTOMER SHARING
FIRST CALL DECK SLIDE
TRAINING MODULE
PRESS RELEASEPAID MEDIA
CUSTOMER SPOTLIGHT
CONTENT HUB POSTING
PODCASTWEBINAR
TIE TO PRODUCT PAGES
LANDING PAGE OF STORIES CUSTOMER
STORY
CORPORATE BLOG POST
INTERACTIVE CONTENT/
GAMES
EMPLOYEE SHARING
COMMUNITY POSTS
CUSTOMER BLOG POST
SESSION AT EVENTS
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@amandalnelson
WHO’S TALKING ABOUT YOU
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New Customer
Existing Customer
Prospect
WHO’S TALKING ABOUT YOU
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New Customer
Existing Customer
Prospect
WHO’S TALKING ABOUT YOU
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New Customer
Existing Customer
Prospect
WHO’S TALKING ABOUT YOU
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New Customer
Existing Customer
Prospect
ENGAGE CUSTOMERS
◦ In-depth interviews
◦ Ask the same question to all
◦ Survey
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@amandalnelson
INTERVIEW QUESTIONS
• How long have you been in this role?
• How many [product types] do you use?
• Which [product types] can you not live without?
• With so many [product types], how do you go about choosing the right one?
• What problems are you trying to solve?
• What results do you see?
• How has [product] changed the game for you?
• What would you tell someone in your shoes who doesn’t currently use [product]?
• What advice do you have for someone getting starting in your industry/role?
• What are some best practices to navigating [product type]?
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@amandalnelson
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@amandalnelson
REMEMBER
◦ From customers, to customers
◦ Multiple formats
◦ Focus on what works
◦ Forget fear
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@amandalnelson
SO…
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Thank you!
