Blog

The following blog is a repost from the DM Collaborators Blog AIIM Forum Europe series. On behalf of Digital Doorway, we would like to thank the DM Collaborators and Carina Birt for the opportunity to contribute to the blog series. And we would like to congratulate AIIM, event organisers Revolution Events, the sponsors and vendors on their efforts in making this year's AIIM Forum Europe such a successful event!   

Propositions for a Highly Segmented Content Marketplace

Sorry to say this is the last in our series of conversations at the recent, and very successful, AIIM Forum Europe in London in November. We’re ending with a great one —Jennifer Van Lent, who is the Managing Director of European HubSpot partner Digital Doorway out of Amsterdam, a company all about helping European IT companies with inbound marketing and sales as they believe the key to attracting better leads, nurturing high-value prospects and winning new customers is “the right strategy, processes and content, not just technology”.

In a world of 6 Billion people, who do you want to find and how will they find you? 

GDPR requires lawful basis of processing of personal information. There are several options, but the most important ones for marketing are:

Looking to re-engage with prospects who have gone cold? Here are 3 tried-and-true steps which can reignite your prospect's interest and give a quick boost to your 2018 sales pipeline.

The information management industry has several rockstars, and many of them are on LinkedIn and Twitter. If you offer information management solutions and services, then you need to follow these 10 vendor-neutral rockstars on Twitter.

We are seeing a a shift in search technology, search behavior and how we interact with content. This requires a new way to look at inbound and content marketing. You need to take a more strategic and holistic approach by focusing on the topics themselves, not just the links and keywords which relate to the topic. Early adopters of topic clusters have seen their inbound traffic improve by 40-50%. 

We are seeing a shift in search technology, search behavior, and how we interact with content. 

I recently read a great article from CMS Wire with the author's reflections about the past two decades of web content and experience management: A Trip Down WCM Memory Lane by Tony Byrne reflects on the players - large and small - who defined the early WCM technology years.

Your marketing engine is active with a full calendar of campaigns. Sales is busy with 10 appointments per week. So why aren't new leads moving quicker through your marketing pipeline? How come sales keeps saying that leads handed over by marketing aren't sufficiently qualified? According to HubSpot’s State of Inbound report, when marketers were asked where they got their best leads, the majority said inbound-sourced leads were the highest quality. However, salespeople who participated in HubSpot’s study rated marketing-generated leads last, behind self-sourced leads and referrals. There is definitely a perception gap here!