Credible thought leadership - Philip Martin (14.00-14.30)

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  1. 1. Credible thought leadership November, 71Philip Martin, Head of Marketing, Rail and Ground Transportation, Amadeus IT Group SA
  2. 2. Inbound marketing Need GREAT content: > One way is to producea white paper in your field of expertise> But define that field 2
  3. 3. Process for thought leadership Knowledgemonitorconceptlaunchcontentpreparation 3
  4. 4. Credible > Most important is to beknowledgeable about your content> Content must be: useful, > > interesting /topical > relevant > and well written! > Credible with sales team > Sales funnel deeper 4
  5. 5. Thought As well as thought provoking it requires much thought > Create a concept own that niche!> Get customer and sales/product feedback> Builds understanding betweensales, marketing and product> Can get so much from one paper 5
  6. 6. Leadership Become a leader in your domain, become THE referenceif you get it right, it has a knock on effect > so be prepared for more work Or buy the content, using a specialist to do research but focus on relevanceEmpower the sales & product teameducation 6
  7. 7. A successful dilemma!Huge traditional strength with travel agencies and airlines+7
  8. 8. The challenge?To raise awareness in a new marketHOW?8
  9. 9. Building knowledge & credibility... > Find out whatyour customers & prospects are thinking> Interviews with 26railways across globeand content... 9
  10. 10. The white paper armoury > Driven by business and marketing objectives> Made use of our value proposition exercise andknowledge > Identified the key issues > Delivered over time 4 papers to address specific problems in the industry
  11. 11. 2013 Amadeus IT Group SAIntegrated communication is key11The Rail Journey to 2020
  12. 12. Launching the campaign > Teaser tweets, pre-order forms& drum roll > Contact information collected > Promote other white papers on thank you page > Push out to press and the travel media > Head of the business as the spokesperson > Blog it, tweet it, LinkedIn groups 12
  13. 13. Companies
  14. 14. Reach > Total: +200 press clippingsworldwide > 1,300+ downloads > 1,100+ new contacts > in 50+ countries > 1000+ additional downloads of other white papers 14
  15. 15. Linking it all together+ A great website It all begins here+ Social media marketingTwitter, YouTube, Slideshare & LinkedIn= 15+ A blogbuilds trust+ Search Engine OptimisationWill help the right people find youMagic formula!Newsletters, press, articles
  16. 16. Impact on business > Prospect requestsare more specific > We get invited to speak > New employees > Credibility> Much further downthe sales funnel > More opportunity to make contact
  17. 17. Keeping up the momentum > Content management > Advisory board > Themes> Internal champions> External contribution > Sales engagement> Value proposition refresh17
  18. 18. Thank you! @AmadeusRail @philipmart1n www.amadeusrail.net