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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]

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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.

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