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Wie LinkedIn Personalprofis erreicht
Content Marketing im Business-Kontext
Florian HohenauerDirector München | Hotwire PR
@fhohenauer
Philipp MuehlenkordLeiter B2B Marketing | LinkedIn DACH
@philmuehle
Relevanz für Influencer
Relevanz fürHR-Medien
Relevanz für Wirtschaftsmedien
KlassischeEarned-Ergebnisse
EARNED RESULTS
PAID RESULTS
OWNED RESULTS
KON
TRO
LLE
GLA
UB
WÜ
RD
IGK
EIT
REICHWEITE
SocialMedia
Content Marketing
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
EARNED
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
PAID
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
OWNED
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
NutzenstiftendeOwned Media
ZielvereinbarungACQUISITION CUSTOMER
SEC
ON
DA
RY
KP
IsP
RIM
AR
Y K
PIs Marketing
sourcedbookings($)
Marketing influencedbookings($)
Enterprise accountstouched(%)
SMB accountstouched(%)
Marketing qualified leads
1 2
Buyer‘sJourney
INQUIRIES
MQLs
SAOs
SQOs
CLOSED WON
AWARENESS
EDUCATION
CONSIDERATION
PREFERENCE
Conversion rateDACH = 50%
Conversion rateDACH = 8%
Conversion rateDACH = 16,5%
TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL
Lead GenerationKampagnen-mechanik
2 E-Mails Blogpost
Landingpage 1
[Download Report]
Thank youE-Mail
2 E-Mails InMail
Landingpage 2
[Download Report]
Thank youE-Mail
InviteWebinar
2 E-Mails
Landingpage 3
[ContactUs]
TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL
Lead GenerationKampagnen-mechanik
2 E-Mails Blogpost
Landingpage 1
[Download Report]
Thank youE-Mail
2 E-Mails InMail
Landingpage 2
[Download Report]
Thank youE-Mail
InviteWebinar
2 E-Mails
Landingpage 3
[ContactUs]
[Download Report]
[ContactUs]
$
$$
$$$
Lead Generation Infrastruktur
InMail
Call-to-Action
AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY
REACH WINNURTURE
Presse- & Influencer-Launch
Vertiefung mitFachpresse
Kunden- & Prospect-Launch
Kunden- & Follow-Ups
InMail
Contact Us
WebinarContent-Planung
Florian HohenauerDirector München | Hotwire PR
@fhohenauer
Philipp MuehlenkordLeiter B2B Marketing | LinkedIn DACH
@philmuehle
Vielen Dank!