Welcome!

Blog Feed Post

Workshop "B2B Content Marketing Mapping: Como Criar Conteúdos Relevantes e com Impacto nas Vendas" Quidgest


Na sequência do White Paper http://www.slideshare.net/MariaSpinola/content-marketing-mapping-o-que-necessita-saber-para-criar-contedos-que-vendem-b2b (que escrevi em Janeiro de 2011) a Quidgest (http://www.quidgest.pt/) desafiou-me a preparar e apresentar um Workshop sobre o tema "B2B Content Marketing Mapping"

Aceitei esse desafio, e é por esse motivo que estou a enviar esta mensagem.
Ou seja, para informar e convidar-lhe a estar presente - no próximo dia 10 de Março de 2011, nas instalações da Quidgest em Lisboa - no Workshop “B2B Content Marketing Mapping: Como Criar Conteúdos Relevantes e com Impacto nas Vendas”.
Mais informações em http://www.quidgest.com/eve_Workshop_Marketing.asp


Porque deve estar presente neste Workshop?

  1. Porque as empresas necessitam de conhecer e adaptar-se ao comprador empresarial actual. Devido à Internet e às redes sociais, os compradores empresariais querem, por exemplo:
    • Ter acesso a informação útil que responda aos seus problemas específicos.
      “Os compradores actuais esperam que as empresas conheçam e compreendam os seus desafios específicos.”
      - "“How Customers Choose Solution Providers, 2010: The New Buyer Paradox”, ITSMA
    • Não querem ser pressionados por comerciais. É necessário usar modelos de venda "SMART Selling".
      "Aproximadamente dois terços dos potenciais clientes efectuam as suas próprias pesquisas online e estão a evitar os contactos dos comerciais – principalmente nas primeiras fases do processo de compras empresarial" – “How Customers Choose Solution Providers, 2010: The New Buyer Paradox”, ITSMA.
    • Querem sentir que têm poder de escolha e o controle do processo de compra. O objectivo deve ser o de aumentar a confiança dos compradores.
      “Cerca de 85% dos entrevistados responderam que conteúdos, que demonstram liderança de pensamento, são determinantes no processo de selecção de fornecedores a considerar” - ITSMA, 2010

  2. Porque o Marketing e as equipas comerciais necessitam de adaptar-se a novos desafios e exigências, tais como:
    • Criar conteúdos relevantes capazes de atrair, converter e manter clientes.
      A facilidade, em termos tecnológicos, na criação de blogs, vídeos, webminars, websites, white papers, case studies, etc., permite que qualquer empresa crie e distribua conteúdos. No entanto, de acordo com o estudo de mercado "Content Connects” da UBM TechWeb, quase metade dos inquiridos NÃO concorda com a afirmação "os fornecedores disponibilizam informação técnica, visão de mercado e case studies úteis”.
    • Criar leads qualificados, e efectuar a sua gestão ao longo de todo o processo de compras empresarial.
      As equipas comerciais não querem leads em quantidade, mas sim em qualidade.

      Para além disso, no passado, após o Marketing passar o lead à equipa comercial, era esta que efectuava a sua gestão, até à venda. Actualmente, a gestão de leads é uma actividade que tem de ser efectuada simultaneamente pelo Marketing e pela equipa comercial.
      Por exemplo, quando o comercial detecta que um potencial cliente, que aparentemente já havia decidido efectuar a compra, de repente "desaparece" necessita de fornecer a informação, que possui, sobre esse potencial cliente ao Marketing. Deste modo, o Marketing pode enviar, a esse contacto, os conteúdos adequados com o objectivo de "o trazer de volta", e posteriormente entregar a gestão do mesmo novamente à equipa comercial.
    • Muitas empresas estão a "exigir" provas do valor das iniciativas de Marketing. Devido às tecnologias actuais, o apuramento do ROI das iniciativas do Marketing está facilitado. Por exemplo, é mais complicado medir o ROI de iniciativas efectuadas através de canais físicos, do que o ROI das iniciativas através dos canais digitais.
      Por isso, é natural que o Marketing se sinta pressionado a apresentar resultados, não com base em "especulação/previsões", mas com base em resultados reais e mensuráveis.
      "Cerca de um terço das decisões de compra é baseado em conteúdos"
      – "Content Preferences of IT Decision Makers and How Marketers Can Increase Engagement and Relevancy Using Professional Content", UBM TechWeb.

Estes são apenas alguns dos motivos porque deve estar presente neste Workshop.
Mais informações, e motivos, em http://www.quidgest.com/eve_Workshop_Marketing.asp

Efectue a sua inscrição em http://www.quidgest.com/eve_Workshop_Marketing_inscr.asp
Muito Obrigada,
Maria Spínola
+351 91 293 05 19
http://www.mariaspinola.com/

P.S. Este Workshop pretende dotar os participantes de competências para o desenvolvimento de uma estratégia apropriada na criação e distribuição de conteúdos com impacto nas vendas. Irá ser apresentada muito mais informação para além da que encontra no White Paper.
P.P.S. Caso tenha interesse em patrocinar este Workshop, por favor entre em contacto comigo (Maria Spínola), através do número
(+351) 91 293 05 19, ou através do email [email protected]

Read the original blog entry...

More Stories By Maria Spínola

Maria Spínola is a Researcher, White Paper Author and Copywriter, and Cloud Computing Evangelist and Advisor with more than 15 years experience in enterprise information technologies.

She holds a Software Engineering degree and a "Marketing and Innovation in Retail and Distribution" pos-graduation.

Latest Stories
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
As you move to the cloud, your network should be efficient, secure, and easy to manage. An enterprise adopting a hybrid or public cloud needs systems and tools that provide: Agility: ability to deliver applications and services faster, even in complex hybrid environments Easier manageability: enable reliable connectivity with complete oversight as the data center network evolves Greater efficiency: eliminate wasted effort while reducing errors and optimize asset utilization Security: imple...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
The 22nd International Cloud Expo | 1st DXWorld Expo has announced that its Call for Papers is open. Cloud Expo | DXWorld Expo, to be held June 5-7, 2018, at the Javits Center in New York, NY, brings together Cloud Computing, Digital Transformation, Big Data, Internet of Things, DevOps, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
Companies are harnessing data in ways we once associated with science fiction. Analysts have access to a plethora of visualization and reporting tools, but considering the vast amount of data businesses collect and limitations of CPUs, end users are forced to design their structures and systems with limitations. Until now. As the cloud toolkit to analyze data has evolved, GPUs have stepped in to massively parallel SQL, visualization and machine learning.
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
In his session at 21st Cloud Expo, Michael Burley, a Senior Business Development Executive in IT Services at NetApp, described how NetApp designed a three-year program of work to migrate 25PB of a major telco's enterprise data to a new STaaS platform, and then secured a long-term contract to manage and operate the platform. This significant program blended the best of NetApp’s solutions and services capabilities to enable this telco’s successful adoption of private cloud storage and launching ...
Kubernetes is an open source system for automating deployment, scaling, and management of containerized applications. Kubernetes was originally built by Google, leveraging years of experience with managing container workloads, and is now a Cloud Native Compute Foundation (CNCF) project. Kubernetes has been widely adopted by the community, supported on all major public and private cloud providers, and is gaining rapid adoption in enterprises. However, Kubernetes may seem intimidating and complex ...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
Digital transformation is about embracing digital technologies into a company's culture to better connect with its customers, automate processes, create better tools, enter new markets, etc. Such a transformation requires continuous orchestration across teams and an environment based on open collaboration and daily experiments. In his session at 21st Cloud Expo, Alex Casalboni, Technical (Cloud) Evangelist at Cloud Academy, explored and discussed the most urgent unsolved challenges to achieve f...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.