winner: best use of content marketing

From Thought Leadership to Revenue5th March 2013

Cable&Wireless WorldwideBanking 20|20

The Client2

The goals

Position C&WW as a relevant and strategically important partner to the banking sector

Enable sales engagements in new areas with new contacts

Drive pipeline and contract wins

3

The challenges

C&W Worldwide credentials and expertise in the sector not widely understood

Sales contacts often limited to operational IT and procurement

No internal model for how to create and implement a vertical GTM strategy

Lack of insight and content upon which to build a vertical sector GTM

4

End-to-end Go-to-Market Process5

Insight-led point of view6

7

Integrated Go-to-Market Plan8

Thought leadership to demand generation9

Sales enablement training & tools11

Go-to-market toolkit10

Results13

Conclusions

Good insight is vital

A strong point of view is at the heart of good content marketing

To be effective needs to be part of an integrated Go-to-Market approach

Don’t forget sales enablement