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Credible thought leadership November, 7 Philip Martin, Head of Marketing, Rail and Ground Transportation, Amadeus IT Group SA

Credible thought leadership - Philip Martin (14.00-14.30)

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Page 1: Credible thought leadership - Philip Martin (14.00-14.30)

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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

013

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

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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

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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