knowledge as a sales tool - contentmarketing in the ict business [english]

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Knowledge as sales tool ContentMarketing in the ICT business

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The slides of my presentation at Next Marketing 2013 in The Netherlands where I was a keynote speaker on the topic of content marketing

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Page 1: Knowledge as a sales tool - Contentmarketing in the ict business [English]

Knowledge as sales tool

ContentMarketing in the ICT business

Page 2: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

ICT is all about knowledge

Page 3: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

And certificates

Page 4: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

But does your client understand the meaning of these certificates?

Page 5: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Knowledge is in a continuous development

Page 6: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Putting a lot of money in the brains

Page 7: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Knowledge is power!

Page 8: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

My precious

Page 9: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

We will not give it away for free!

Page 10: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

People love product sampling

Page 11: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Why not knowledge-sampling?

Page 12: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Knowledge sharing

Oh I like it, I want more!

Look, this is what I

got to offer.

Page 13: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Don’t tell people that you are good

Prove it!

Page 14: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Knowledge sharing is like foreplay

Page 15: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Knowledge as sales tool

Page 16: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Traditional sales

Suspect Prospect Lead Klant

Page 17: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Fuck the sales funnel

Page 18: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Clients hate salesmen!

Page 19: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

The customer is in control

Need Research solutions Shortlist Selection Decision

Page 20: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

A good writte article (blogpost) can lead to new insights

Page 21: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

That’s interesting We might

need that

Need Shortlist Selection Decision

Page 22: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Free time

Not only getting new knowledge

Page 23: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

But also sharing it

Page 24: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Blogging on a weekly base generates 72% more leads

Page 25: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Page 26: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Your new strategy

Page 27: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Step 1: Training

Page 28: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Step 2: Mapping your knowledge

Page 29: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Stap 3: Content agenda

★Topics

★Events

Page 30: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Stap 4: writing

Page 31: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Stap 5: publish

Page 32: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Time to chill?

Page 33: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Content needs promotion

Page 34: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

80% of Dutch ICT-companies uses social media

Page 35: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Your content is your new ammo on social

Page 36: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Page 37: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Page 38: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Which is the most effective social network fordistributing your content?

Page 39: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Page 40: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Content sharing

Page 41: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

And than the interaction starts

Page 42: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

1. Determine your knowledge and expertise2. Put this into understandable content3. Publish this content4. Share your content and knowledge5. Create a need with your potential clients

Page 43: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Content creates trust

Mm, they are truly a thought

leaderInvite them over

for a meeting

Page 44: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Use your knowledge as a Sales boost

Page 45: Knowledge as a sales tool - Contentmarketing in the ict business [English]

@jwalphenaar #nm13

Book me as a speaker at your next event

★http://www.linkedin.com/in/jwalphenaar

★www.jwalphenaar.nl