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Credible thought leadershipNovember, 7
Philip Martin,Head of Marketing, Rail and Ground Transportation, Amadeus IT Group SA
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Inbound marketing
Need GREAT content:
One way is to produce a white paper in your field of expertise
But define that “field”
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Process for thought leadership
Knowledge
concept
contentlaunch
preparation
monitor
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Most important is to be knowledgeable about your content
Content must be: useful, interesting /topical relevant …and well written!
Credible with sales team Sales funnel deeper
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>>>>>
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Credible
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As well as “thought provoking” it requires much thought…
Create a concept – own that niche!
Get customer and sales/ product feedback
Builds understanding between sales, marketing and product
Can get so much from one paper
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Thought
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Leadership
Or buy the content, using a specialist to do research but focus on relevance
Empower the sales & product team…education
Become a leader in your domain, become THE reference…if you get it right, it has a knock on effect
so be prepared for more work >
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A successful dilemma!Huge traditional strength with travel agencies and airlines
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The challenge? To raise awareness in a new market
HOW?
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Building knowledge & credibility...
and content...
Find out what your customers & prospects are thinking
Interviews with 26 railways across globe
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Driven by business and marketing objectivesMade use of our value proposition exercise and knowledge Identified the key issuesDelivered over time 4 papers to address specific problems in the industry
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The white paper armoury
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Integrated communication is key
© 2
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Amad
eus
IT G
roup
SA
The Rail Journey to 2020
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Teaser tweets, pre-order forms & drum rollContact information collectedPromote other white papers on thank you pagePush out to press and the travel mediaHead of the business as the spokespersonBlog it, tweet it, LinkedIn groups…
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Launching the campaign
Companies
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Total: +200 press clippings worldwide 1,300+ downloads1,100+ new contactsin 50+ countries1000+ additional downloads of other white papers
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Reach
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Social media marketing
Twitter, YouTube, Slideshare & LinkedIn
A blogbuilds trust
Search Engine Optimisation
Will help the right people find you
Newsletters, press, articles
A great website It all begins here
Linking it all together
= Magic formula!
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Prospect requestsare more specificWe get invited to speakNew employeesCredibility
Much further down the sales funnelMore opportunity to make contact
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Impact on business
Content managementAdvisory boardThemesInternal championsExternal contributionSales engagementValue proposition refresh
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Keeping up the momentum
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Thank you!
www.amadeusrail.net
@AmadeusRail @philipmart1n