Post on 15-Apr-2017
Webinar: The B2B conundrum - striking a balance between creativity and commerce
Chelsea Reay, Head of Content, Fieldworks
Tuesday 15 November 2016@DMA_UK
Welcome
Chelsea Reay, Head of Content, Fieldworks @Fieldworks
Tuesday 15 November 2016@DMA_UK
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworkschelsea.reay@fieldworksmarketing.co.uk
Twitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworkschelsea.reay@fieldworksmarketing.co.uk
Twitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
CREATIVITY COMMERCE CONUNDRU
M chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
Content misconceptions
Going straight for the sell
Content misconceptions
Putting features first
Content misconceptions
Thinking content alone will do the job
UNDERSTANDING
CREATING
EXECUTING
UNDERSTANDING
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
Learnings
Challenges Challenges Challenges Challenges
Responsibilities
Responsibilities
Responsibilities
Responsibilities
Persona name
Persona name
Persona name
Persona name
Persona targeting
Learnings Learnings Learnings
CREATING
Vodat International direct mailer
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
Vodat International direct mailer
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
EXECUTING
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
START
Giving yourself time to think
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
chelsea.reay@fieldworksmarketing.co.ukTwitter: @Fieldworks
1
Understand what keeps your prospects awake at night – dreams AND nightmares
2
Segment your audience – but treat them as people
3
Connect with your audience on an emotional level
4
Create content that works for every stage of the buying cycle
5
Test, learn and change
www.fieldworksmarketing.co.uk
Any questions?
Chelsea Reay
e chelsea.reay@fieldworksmarketing.co.uk
Closing comments
Chelsea Reay, Head of Content, Fieldworks @Fieldworks
Tuesday 15 November 2016@DMA_UK