1. Argument + Data Argument
1.1. Who Am I
1.1.1. Carlos
1.1.1.1. Made in Brazil in 1985
1.1.1.2. Father to 2 half Brazilian/ Danish wonderful girls
1.1.1.2.1. Cecilia and Ines
1.1.1.3. Based in the most important city of Denmark
1.1.1.3.1. Odense
1.1.1.4. Arrived in Denmark in 2013
1.1.1.4.1. Worked at the Danish Consulate, met Cathrine, got married. We decided it'd be a nice for her to move back
1.1.1.4.2. Blog called denmarkbrazil.com
1.2. Content has become the gateway to nearly everything
1.2.1. The old way
1.2.1.1. TV
1.2.1.2. Radio
1.2.1.3. Newspaper
1.2.2. The new way
1.2.2.1. Decentralized media
1.2.2.1.1. Blogs
1.2.2.1.2. Online Videos
1.2.2.1.3. Podcast
1.2.2.1.4. Quora
1.2.2.1.5. Medium
1.2.2.1.6. Twitter
1.2.2.1.7. LinkedIN
1.2.3. Media companies being acquired
1.2.3.1. Joe Rogan
1.2.3.1.1. Acquired by Spotify
1.2.3.2. The Hustle
1.2.3.2.1. Acquired by Hubspot
1.2.3.3. Jovem Nerd
1.2.3.3.1. Acquired by Magalu Largest ECOMMERCE player in Brazil
1.2.4. Attention
1.2.5. Companies are EVOLVING
1.2.5.1. IBM created IQ Publication
1.2.5.1.1. Tells tech related stories that overlap with Tech powered by IBM
1.2.5.2. LinkedIN created B2B dinner for 5
1.2.5.2.1. B2B Dinner for Five Trailer (Subtitled)
1.2.5.3. Mckinsey created
1.2.5.3.1. The McKinsey Podcast
1.2.5.4. Harvard Business Review
1.2.5.4.1. HBR Idea Cast
1.2.6. Producing content isn't enough
1.2.6.1. Distribution is even more important
1.3. Perception & Credibility
1.3.1. Having a strong personal and company brand is no longer an option but a necessity for any professional
1.3.1.1. The ready availability of quality information through digital channels is endless. Gartner research shows that B2B buyers spend only 17% of their time meeting with potential suppliers and when buyers are to compare different suppliers that number goes down 5 or 6%
1.3.1.1.1. The channels are many Glassdoor; Peer review and word of mouth; Online forums; Facebook amid so many other channels. But if potential buyers might interact little with suppliers they also state that sourcing new products or services can be very complex. The typical buying process can involve up to 10 people in an organization.
1.4. Attention
1.4.1. 90% of all buying decisions nowadays start online, according to Forrester ( We all know that intuitively).
1.4.1.1. LinkedIN
1.4.1.1.1. Before pandemics 650 million usrers Today 722 million users ( LinkedIN)
1.4.1.1.2. 4 out of 5 LinkedIn members drive business decisions at their companies. (LinkedIn)
1.4.1.1.3. In 2020 LinkedIN was voted the most trusted social Network ( Business Insider)
1.4.1.1.4. LinkedIn is the most popular platform of B2B marketers, followed by Twitter. (Content Marketing Institute)
1.4.1.1.5. 60% between 25-34 years old
1.4.1.1.6. 57% of its traffic comes from mobile
1.4.1.1.7. 30% of a company engagement comes from LinkedIN
1.4.1.1.8. Employees are 14x more likely to share content from their employers on LinkedIN
1.4.1.1.9. Users are 20X times more likely to re-share video post
1.4.1.1.10. 61 million senior level business influencers or thought leaders
1.5. Trust
1.5.1. So we spoke about having a personal brand. We also spoke about why LinkedIN is important. It is where most B2B buyers are. Now let’s talk about building your strategic network and how Implement’s consultants can stand out doing so. 4 out of 5 LinkedIN members drive business decisions
1.5.1.1. You have to think of LinkedIN as a tradeshow that is open 24X7. By commenting on other professional’s posts you are able to start gaining traction and getting the attention of very relevant people in the industry you seek to influence is a great way to start building a relevant network.
1.5.1.1.1. By interacting consistently with potential clients or strategic partners I’ve been able to pitch this meeting today. In addition to that, you can target specifically whom to influence. But let’s not get so much into that for now, because I’d like to speak about content and share a few practical examples on what can be done today to strengthen the company brand, generate more visibility and turn leads into prospects.
1.6. 4. The content & Community
1.6.1. Future of sales is about creating community
1.6.1.1. IDC says that 75% of B2B buyers use social media to research buyers and as I pointed out on slide 1, customers will do their research, and there’s nothing we can do about it.
1.6.1.1.1. Think more like a media company
1.6.1.1.2. Only 3 million users share content on a weekly basis
1.6.1.1.3. 56% of senior executives say they prefer to watch video content over reading a text ( MWP Digital Medial)
1.6.1.1.4. The rise of audio
1.6.1.1.5. What is the point of hosting a Podcast (Vlogcast) + distributing content effectively
1.6.1.1.6. Change mindset. Don't think " Leads only". Think about Content like an asset that helps you build your brand
1.7. Recap
1.7.1. Your personal Brand matters
1.7.2. But you need to be where your prospects are
1.7.3. Build a strategic network
1.7.4. Content leads to better relationships, new business opportunities and creates an unique opportunity for you to build brand affinity and leverage your personal brand
2. C) Content Distribution
2.1. Example
2.1.1. After show, promote speaker, make a post Tag people within Segmenttify + Speaker + Co host, plus other who might find value
2.1.2. Create excitement and show who's going to join the ECOMMERCE Growth Show + Have people from Segmentify liking and commenting. LINKEDIN CULTURE IS NEEDED
2.1.3. USE EDUCATIONAL DECKS AND UPLOAD THEM AS PDF'S AND BE SPECIFIC ABOUT THE PERSONA
2.1.4. ONE PIECE OF CONTENT CAN BE USED FOREVER - MICRO VIDEOS
2.1.5. CREATE CONTENT IN COLLAB WITH PEOPLE WITH LARGE FOLLOWINGS IN YOUR NICHE- ME AND ANOTHER CEO LAST YEAR- ASSOCIATE BOTH YOUR PERSONAL AND COMPANY BRAND TO THE CONTENT
2.1.6. Elevate other people at the c-suit This is Martin, took a while but is interested in Collaborating. He is the head of RETAIL for the Largest Ecommerce & Retail Consulting in Scandinavia
2.1.7. Share Learnings in a PDF DECK Fromat with Thought Leaders
3. A Raise These Questions Before Starting your Podcast
3.1. Caveat
3.1.1. We do not like using a Podcast as a Lead Gen Tool
3.2. What
3.2.1. are the Topics to cover?
3.2.2. is the format?
3.2.3. overall goal(s) of your podcast/content strategy?
3.2.3.1. Build an ecosytem of partners
3.2.3.2. Education
3.2.3.3. Community
3.2.3.4. Brand?
3.3. Who
3.3.1. Whom are we going to assign within the organization to lead this initiative?
3.3.1.1. I suggest more than one individual so you can take turns
3.3.1.1.1. CSO
3.3.1.1.2. CEO
3.3.1.1.3. Customer Success
3.3.1.1.4. CTO
3.3.2. Will be joining the Show?
3.4. How
3.4.1. is the outreach strategy going to work?
3.4.1.1. Our own Network?
3.4.1.2. Cold Outreach
4. SCQA
4.1. Situation
4.1.1. How Segmentify can [define here what or objective ] [how much?] time horizon?
4.2. Challenge
4.2.1. To earn attention accelerate trust and drive business results in a World that has gone digital
4.3. Question
4.3.1. Do you have what it takes so you can be heard and influence the right audience
4.4. Answer
4.4.1. EVOLVE can help you as an accelerator to create awareness; enter new markets and enable unparalled and highly strategic networks
5. B) 8 MONTHS Plan
5.1. EVOLVE + Segmentify
5.1.1. Brazil
5.1.1.1. 24 events
5.1.1.1.1. Likes
5.1.1.1.2. Impressions
5.1.1.1.3. shares
5.1.2. USA
5.1.2.1. 14 events
5.1.2.1.1. Likes
5.1.2.1.2. Impressions
5.1.2.1.3. shares
5.1.3. Scandinavia
5.1.3.1. 1 event
5.1.3.1.1. Likes
5.1.3.1.2. Impressions
5.1.3.1.3. shares
5.1.4. IBERIA
5.1.4.1. 1 event
6. D) Observations from real life experience and + 80 episodes
6.1. LinkedIN CODE
6.1.1. If there is no alignment coming from the VERY TOP, forget it. We need to build a LinkedIN culture within the organization so the content can be widey distributed, reach and influence more people
6.2. Cleaar definition of what we want to accomplish?
6.3. Clarity
6.3.1. What is the mission of the ECOMMERCE Growth Show?
6.3.1.1. EVOLVE set the Bar HIGH, but what we have been doing is Brand Awareness at the highest LEVEL, which should work in conjunction with a community building strategy and participation in other communities as well.
6.4. Persona
6.4.1. If you want to influence the right people we need to have content catered to them
6.4.1.1. Head of CRO's
6.4.1.1.1. 263 thousand resutls on LinkedIN
6.4.1.2. Head of Ecommerce
6.4.1.2.1. 6 million and 300 k results
6.4.1.3. Personalization
6.4.1.3.1. 105.000 results
6.5. Hashtags & Conversations
6.5.1. #personalization
6.6. Content
6.6.1. We need to refine and improve the content distribution process, and focus on using the assets that have been created throughout the past 8 months
6.7. Community
6.7.1. Create own community
6.7.2. participate in other communities