[Vortrag] Content Marketing im Business-Kontext. Wie LinkedIn Personalprofis erreicht

Wie LinkedIn Personalprofis erreicht

Content Marketing im Business-Kontext

Florian HohenauerDirector München | Hotwire PR

@fhohenauer

Philipp MuehlenkordLeiter B2B Marketing | LinkedIn DACH

@philmuehle

Relevanz für Influencer

Relevanz fürHR-Medien

Relevanz für Wirtschaftsmedien

KlassischeEarned-Ergebnisse

EARNED RESULTS

PAID RESULTS

OWNED RESULTS

KON

TRO

LLE

GLA

UB

WÜ

RD

IGK

EIT

REICHWEITE

SocialMedia

Content Marketing

AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY

REACH WINNURTURE

EARNED

AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY

REACH WINNURTURE

PAID

AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY

REACH WINNURTURE

OWNED

AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY

REACH WINNURTURE

NutzenstiftendeOwned Media

ZielvereinbarungACQUISITION CUSTOMER

SEC

ON

DA

RY

KP

IsP

RIM

AR

Y K

PIs Marketing

sourcedbookings($)

Marketing influencedbookings($)

Enterprise accountstouched(%)

SMB accountstouched(%)

Marketing qualified leads

1 2

Buyer‘sJourney

INQUIRIES

MQLs

SAOs

SQOs

CLOSED WON

AWARENESS

EDUCATION

CONSIDERATION

PREFERENCE

Conversion rateDACH = 50%

Conversion rateDACH = 8%

Conversion rateDACH = 16,5%

TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL

Lead GenerationKampagnen-mechanik

2 E-Mails Blogpost

Landingpage 1

[Download Report]

Thank youE-Mail

2 E-Mails InMail

Landingpage 2

[Download Report]

Thank youE-Mail

InviteWebinar

2 E-Mails

Landingpage 3

[ContactUs]

TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL

Lead GenerationKampagnen-mechanik

2 E-Mails Blogpost

Landingpage 1

[Download Report]

Thank youE-Mail

2 E-Mails InMail

Landingpage 2

[Download Report]

Thank youE-Mail

InviteWebinar

2 E-Mails

Landingpage 3

[ContactUs]

[Download Report]

[ContactUs]

$

$$

$$$

Lead Generation Infrastruktur

InMail

Call-to-Action

AWARENESS KNOWLEDGE CONSIDERATION PREFERENCE ACTION LOYALTY

REACH WINNURTURE

Presse- & Influencer-Launch

Vertiefung mitFachpresse

Kunden- & Prospect-Launch

Kunden- & Follow-Ups

InMail

Contact Us

WebinarContent-Planung

Florian HohenauerDirector München | Hotwire PR

@fhohenauer

Philipp MuehlenkordLeiter B2B Marketing | LinkedIn DACH

@philmuehle

Vielen Dank!