Mike Ballard, Senior Manager of Digital Marketing at Lenovo, joins the Content Pros Podcast to share how he is using predictive insights to create content with intent that engages, motivates, and closes sales.

Special Thanks to our Sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode:

• Why understanding your prospects means going beyond your own digital properties
• How reinforcement of your core messaging can lead to prospective buyer tune-out
• Why getting the most out of your data means using it to trigger campaigns and craft your message
• How being helpful instead of pitchy leads to successfully capturing leads and moving them through the funnel

Quotes From This Episode:

 “Now we have the ability to see way beyond just the scope of our digital properties, and with that, we can trigger timely and relevant campaigns and topics and content.” —@mballard5574

“If we keep hitting them over the head with the wrong message just because it’s the message we want to get out as a company, then they will quickly tune us out, and we may have lost brand perception right away.” —@mballard5574

“We only engage with those contacts that engage with us.” —@mballard5574

“Data is great for triggering campaigns, but we’re also using this data to make sure we’re speaking the right message.” —@mballard5574

“If I have a pain point around something, help educate me. Don’t sell me something. Don’t push something in my face.” —@mballard5574

Resources:

• Mike Ballard on Twitter: @mballard5574
• Lenovo on Facebook, Twitter, YouTube, Google+, Pinterest, and flickr
• SiriusDecisions Demand Waterfall
• Scott Brinker's Marketing Technology Landscape Supergraphic (2017): Martech 5000
• MeritDirect
• Adobe Audience Manager
• Bambora

Visit ContentProsPodcast.com for more insights from your favorite content marketers.