“Across industries, the marketing and selling context has changed.

Buyers are behaving differently, they are connected to more information, earlier in the sales process.

Therefore the work required to make a sale is becoming more complex.”

>>>Harvard Business Review 2006

2

While We’re Living In A World of Connections…

…It Is Still The Handshakes That Count3

“As a new age of customers gets better at accessing company information

and understanding the competitive landscape, businesses are forced to work smarter not harder.”

>>>Aberdeen Group Sept 2008

4

Schlumberger: A 15 Year Evolution From Credentials To Content To Connections

1996: Credentials & Product

2001: Dynamic Content

5

Leveraging Schlumberger’s Assets: Credentials, Content , and Connections

2010: High Value Marketing Assets

6

1. MapWhat your

customers want to know

2. FocusWhat you know into marketing

assets

3. ConnectShare what you know

to attract, nurture and profile more

prospects

How To Make It Work

7

1. Understand What Your Customers Want To Know

Understand The Range Of

Information They Are Looking For

Get Customer Intelligence By Tracking Digital Footprints & Customer Touch-points

8

Hig

h V

alu

e

Research

How to

Thought leadership

Need & Gap assessment

101 education & glossaries

Qu

ick

Hit

Top 10 lists

Q&A

PR & News

Backstage pass

Personality driven

Tab

le S

take

s Product tours and overviews

Success stories and case studies

ROI & Biz case

Company credentials & info

2. Focus What You Know Into Marketing Assets & Sales Support

Intelligent Data Capture

Triggered & Timed Nurturing

Smart Collateral

9

3. Connect To Attract, Nurture, and Profile More Prospects In Your Pipeline

Use Digital Tools To Load Your Prospect Database With More

Profile Information and Integrate Marketing & Sales Programs 10

Quick Demo Video

11

Next Steps: 3 Ways To Get More Customers

Knowledge Marketing Programs1. Pilot: 3 month pilot

Increase lead capture and pipeline visibility Build awareness by leveraging existing knowledge assets Test 3-4 demand generation tactics

2. Full: 6- 12 month program

Optimize lead capture and pipeline visibility Build awareness with targeted knowledge assets Optimize inbound/outbound demand generation Optimize prospect nurturing

3. Custom: 12+ month program

Optimize lead capture and pipeline visibility Optimize awareness growth with accelerated development of knowledge

assets Optimize inbound/outbound demand generation with customized tools Optimize prospect nurturing Full sales process integration

12

Thank You

Go to www.brainrider.com for a free copy of our e-book“How to use KNOWLEDGE MARKETING

To CREATE B2B CUSTOMERS”

I

Want

To Create

New

Customers

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