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Blueprint for Using Content to Connect with Buyers

Blueprint for Using Content to Connect with Buyers

Ratings: (0)|Views: 43 |Likes:
White paper from Demand Gen Report higlighting new research on the growing relationship between content and success driving digital dialog with prospects.
White paper from Demand Gen Report higlighting new research on the growing relationship between content and success driving digital dialog with prospects.

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Published by: Cisco Partner Marketing Accelerate on Sep 06, 2011
Copyright:Traditional Copyright: All rights reserved

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11/23/2013

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Spmasmwni gt
_wnsnayni gt
Anz Wnsn`wcl Ldjlhdjlys Yln JwmzdajWnh`ydmasldp Gnyznna Cmaynay & S~ccnssIwdvdaj Idjdy`h Id`hmj Zdyl _wmspncys
Cmaynay l`s nbnwjni `s ` knt dajwnidnay ym idjdy`h b`wknydaj! Ym j`~jn lmz dai~sywt hn`inws `wn`iiwnssdaj ylds jwmzdaj anni fmw cmaynay( Inb`aiJna Wnpmwy wncnayht pmhhni dai~sywt hn`inws ym dinaydftgnsy pw`cydcns `wm~ai bn`s~wdaj cmaynay—s dbp`cy ma inb`ai `ai yln synps cmbp`adns b~sy y`kn ym g~dhiidjdy`h id`hmj zdyl ylndw pwmspncys! Yln fmhhmzdaj zldyn p`pnw pwmvdins ` gh~npwday ym lnhp GymG b`wknynwszdyl cwdydc`h synps dach~idaj5
‧
G~dhidaj g~tnw pnwsma`s;
‧
Cmai~cydaj ` cmaynay `~idy;
‧B`ppdajcmaynayymspncdcg~tnwsy`jns;‧
Cwn`ydaj `ssnys yl`y fnni a~wy~wdaj c`bp`djas;
‧
Bn`s~wdaj yln s~ccnss mf cmaynay c`bp`djas!
 
Cmaancydaj Cmaynay Ym Inb`ai
7
B`wknynws amz l`vn pmznwf~h ymmhs`v`dh`ghn ym `~ymb`yn yln cwn`ydma`ai inhdvnwt mf c`bp`djas ym idffnwnaypwmspncy `~idnacns! Lmznvnw( damwinw ym cmaancy nffncydvnht zdylymi`t—s cl`ajdaj GymG g~tnw( dy ds amznssnayd`h yl`y b`wknynws l`vn ` bna~mf cmaynay yl`y spn`ks ym yln annis mf yln g~tnw! Ylnwnfmwn( cmaynay l`s nbnwjni `s `knt dajwnidnay ym idjdy`h b`wknydaj! Sdacndy ds sydhh ` wnh`ydvnht anz idscdphdan( dy l`s`hsm gncmbn man mf yln bmsy cl`hhnajdaj`wn`s fmw b`wknynws! Ym j`~jn lmz dai~sywthn`inws `wn `iiwnssdaj ylds jwmzdaj annifmw cmaynay( Inb`aiJna Wnpmwy wncnayhtpmhhni >? n`wht `impynws mf b`wknydaj
`~ymb`ydma ynclamhmjt! Yln s~wvnt dinaydni
knt hn`wadajs `ai gnsy pw`cydcns fmw cwn`ydaj` ‘cmaynay wm`ib`p‒ `ai ~sdaj cmaynay ymcwn`yn idjdy`h id`hmj!
Knt aidajs mf yln s~wvnt dach~ini5Das~fcdnay cmaynay w`akni `s man
mf yln ymp cl`hhnajns da inb`aijnanw`ydma;
Cmaynay"g`sni mffnws w`akni `syln bmsy s~ccnssf~h c`bp`djasda ynwbs mf hn`i jna `ai pwmspncynaj`jnbnay;
Cmaynay f`w m~yw`akni mylnw sm~wcns`s `a `wn` mf insdwni spnaidaj fmw7?07; `ai
 Yln p`tg`ck fwmb cmaynaydavnsybnays l`s gnna snna dadbpwmvni wns~hys da hn`i jna( hn`ia~wy~wdaj `ai s`hns na`ghnbnay!Zdyl b`wknynws amz snndaj s~cl ` chn`wcmaancydma gnyznna cmaynay `ai inb`aijnanw`ydma( yln s~wvnt `hsm wnvn`hni jwmzdajdaynwnsy da yln `gdhdyt ym bn`s~wn yln dbp`cy
spncdc cmaynay pdncns `wn l`vdaj ma
naj`jnbnay `ai wnvna~n!Fmw n|`bphn( 7>. mf wnspmainays s`di ylnt`wn c~wwnayht cmasdinwdaj yln wmhn mf cmaynayda zda-hmss `a`htsds( zldhn 7:. s`di ylnt `wnph`aadaj ym dach~in ylds `a`htsds mvnw ylnan|y 07 ym 79 bmayls! @wi`yl @hgnn( CNM mf cmaynay cmas~hy`actB`wknydaj Daynw`cydmas( nbpl`sduni yl`ybn`s~w`gdhdyt mf cmaynay ds gncmbdaj `bmwn dbpmwy`ay f`cymw `s dys wmhn da inb`aijnanw`ydma dacwn`sns! ‘Yln hdyb~s ynsy fmwc~symb cmaynay ds
zlnylnw mw amy tm~wpwmspncys wnspmai
gt y`kdaj an|y synps(‒ @hgnn s`di! ‘Zlna tm~ `ssdja n`cl cmaynay`ssny zdyl ` y`kn`z`t `ai ` pwmjwnssdvnc`hh ym `cydma( tm~ l`vn yln `gdhdyt ym
~snb`wknydaj `~ymb`ydma ym bmadymw ylnwns~hys
fwmb n`cl pdncn `ai wnan `s
annini ym cwn`yn yln bmbnay~b ancnss`wtym y~wa pwmspncys daym g~tnws!‒ Yln fmhhmzdaj zldyn p`pnw zdhh pwmvdin `innp idvn daym yln s~wvnt i`y` `ai `hsmmffnw ` gh~npwday fmw lmz dai~sywt hn`inws `wng~dhidaj cmaynay syw`ynjdns yl`y iwdvn dadyd`hnaj`jnbnay `hh yln z`t ym chmsn in`hs!
‘Zlna tm~ `ssdja n`clcmaynay `ssny zdyl ` y`kn`z`t `ai `pwmjwnssdvn c`hh ym `cydma( tm~ l`vn yln`gdhdyt ym
~sn b`wknydaj `~ymb`ydmaym bmadymw yln wns~hys
fwmb n`cl
pdncn`aiwnan`sanniniymcwn`yn
yln bmbnay~b ancnss`wt ym y~wapwmspncys daym g~tnws!‒
"
 @wi`yl @hgnn
( CNM(B`wknydaj Daynw`cydmas
 Df tm~ znwn `ghn ym dacwn`sn tm~w  g~ijny da 7?07( zlnwn zm~hi tm~ bmsy hdknht dacwn`sn tm~w spnai=
                  M                 y                   l             n              w                   Y             n                   h             n              b             `              w                   k             n                 y                   d              a             j                        N              v             n              a                 y             s
                  S             n             `              w             c                   l              b             `              w                   k             n                 y                   d              a             j     
                  C             m              a                 y             n              a                 y
07!7. 07!7.79!>.7<!6.6>!3.
 
Cmaancydaj Cmaynay Ym Inb`ai
3
 Ylwm~jl ylds `a`htsds( yln p`pnw zdhh pwmvdin ` synp"
gt"synp j~din ym `iiwnssdaj knt `wn`s s~cl `s5
G~dhidaj g~tnw pnwsma`s;
Cmai~cydaj `a `~idy mf n|dsydaj cmaynay(dinaydftdaj j`ps( nyc!;
B`ppdaj cmaynay ym spncdc g~tnw annis
`ai sy`jns;
Cwn`ydaj `ssnys yl`y fnni hn`i a~wy~wdajc`bp`djas; `ai
Bn`s~wdaj yln s~ccnss mf cmaynayc`bp`djas!
Yln Cwdydc`h Wmhn mf Cmaynay
 @s `impydma mf b`wknydaj `~ymb`ydma ymmhsdacwn`sns `ai s~ccnss zdyl cmaynay"g`snimffnws da iwdvdaj inb`ai spwn`is( yln anni fmwbmwn cmaynay `ai n|pnwydsn da cmmwida`ydaj `aibn`s~wdaj yl`y cmaynay ds ma yln wdsn!Zlna `skni zldcl c`bp`djas l`vn gnna bmsys~ccnssf~h mvnw yln p`sy tn`w( cmaynay"g`snimffnws w`akni f`w `ln`i mf mylnw yw`idydma`h hn`ijnanw`ydma ynclad~ns! Cmaynay mffnws znwncdyni `s yln ymp hn`i jna-naj`jnbnay sm~wcngt >>. mf wnspmainays( cmbp`wni ym 93. fmwnvnays `ai 7>. fmw sn`wcl b`wknydaj `ai <.fmw ynhnb`wknydaj!
Hmmkdaj spncdc`hht `y zlnwn `a n|p`aini hdgw`wt
mf cmaynay l`s pwmvdini yln jwn`ynsy p`tg`ck(
wnspmainays pmdayni ym5
S`hns na`ghnbnay dadyd`ydvns ,93.$
Dbpwmvni wns~hys fwmb hn`i a~wy~wdajc`bp`djas ,90.$
Dbpwmvni wns~hys fwmb hn`i jna mffnws,3:.$
Dacwn`sni zng yw`fc ,33.$
Gnyynw dasdjlys daym g~tnw gnl`vdmw ,7?.$ Yln pmsdydvn wns~hys da c`hh"ym"`cydma mffnws cmbn`s am s~wpwdsn ym smbn mf yln dai~sywt—s ympcmaynay `ivmc`yns! ‘Yln invnhmpbnay mf c~symbcmaynay ds `a mppmwy~adyt ym slmz pwmspncys `aic~symbnws yl`y tm~ kamz `gm~y `ai ~ainwsy`aiylndw annis( cmbpwnlnai ylndw cl`hhnajns `aipmssnss yln n|pnwydsn ym bdydj`yn ylndw n|pms~wnym wdsk(‒ s`di @hgnn!C`wd G`hizda( _`wyanw `ai Fm~ainw mf Sdhdcma V`hhnt"g`sni b`wknydaj cmas~hy`act Gh~n Gdwi
Syw`ynjdns( pmdayni m~y yl`y sdjadc`ay cl`ajns
da GymG g~tnw gnl`vdmw `wn idcy`ydaj yl`y cmaynaygncmbn ` gdjjnw p`wy mf yln naj`jnbnaypwmcnss! ‘@s zn gncmbn bmwn `z`wn mf m~wpwmspncys— annis i~wdaj yln sn`wcl fmw ` anz
Dasdinw—s J~din Ym G~dhidaj G~tnw _nwsma`s
G~dhidaj g~tnw pwmhns mw pnwsma`s ds snna `s ` cwdydc`h synp fmw fmwb~h`ydaj ` s~ccnssf~h
cl`aanh syw`ynjt `ai na`ghdaj snjbnay`ydma! G`sni ma yln fnnig`ck fwmb yln s~wvnt
`~idnacn( yln s~jjnsyni synps fmw cwn`ydaj pnwsma`s dach~ini5
Sy`wy gt inynwbdadaj tm~w cmwn y`wjny `~idnacns!
@vmdi gndaj ymm gwm`i! Fmw n|`bphn( ima—y e~sy g~dhi pwmhns `wm~ai gwm`i ydyhns
s~cl `s CDMs!
Inynwbdan zl`y ylndw p`da pmdays `wn-zl`y ds knnpdaj ylnb ~p `y adjly=
Iwdhh imza daym cmbbma cl`w`cynwdsydcs `ai annis fmw idffnwnay g~tnw snjbnays!
Dinaydft `yywdg~yns `ai pwnfnwnacns fmw ylnsn v`wdm~s pwmhns `ai snjbnays!

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