View
103
Download
0
Category
Preview:
Citation preview
Acrolinx Technology Helps You Create Amazing Content
SMASHDOCs and Acrolinx — a Perfect Match for Collaborative Authoring
Christian Marchsreiter · CEO, smartwork solutions GmbHChristian Gericke · CMO, smartwork solutions GmbHUlrich Callmeier · CTO and COO, Acrolinx
TODAY’S PRESENTERS
Christian GerickeCMO, smartwork solutions GmbH
Ulrich CallmeierCTO and COO, Acrolinx
Christian MarchsreiterCEO & Founder, smartwork
solutions GmbH
SEND YOURQUESTIONS
RECORDING & SLIDES
AVAILABLE
#acrolinx#smashdocs
BEFORE WE BEGIN..
Acrolinx Technology Helps the World‘s Greatest Brands Create Amazing Content: On-Brand, On-Target, At Scale.
In a Broad Range of VerticalsSOFTWARE HEALTHCARE AEROSPACE & DEFENSE HIGH TECH FINANCIALMANUFACTURING
The overall customer experience is critical to growth
and competitive differentiation for B2B companies. Yet, fewer than one quarter of companies excel in delivering
experiences that customers notice and deliver significant value.
However, the select group that does it “right”, enjoyshigher-than-average revenue growth.
The Customer Journey in theory
EXAMPLE OF A CUSTOMER JOURNEY IN THE INVESTMENT SECTOR
VOLVO BRAND
Jean-Claude Van Damme
does the splits
for everyone
AWARENESS
Pricing & ROI
PURCHASE
ProcurementCFO
Brochures Product Data
Sheets
Business owner
Engineering
EVALUATION
Training, Drivers
Literature
ONBOARDING
Fleet Managers & Drivers
Maintenance
& ServiceInformatio
n
SERVICE
Engineering
Specialistvideo
For Fleet Managers
INTEREST
A CUSTOMER JOURNEY…
Source: Erin Provey
The Customer Journey... in reality
Customer Experience is almost exclusively
fueled by one thing...CONTENT
Content doesn’t just happen…
More than 50% of marketing spendis on content creation.
Very few companies have a plan forthat spend.
Source: Erin ProveySirius Decisions
GOALS GUIDANCE GOVERNANCE
GOALS
Set your goals for Terminology, Style and Tone of Voice
Validate your goals by learning from checked content and adjusting accordingly
GUIDANCE
Acrolinx is the only software that can actually “read” your content and help you make it better
GOVERNANCE
A scorecard gives an overview of all the issues found
Generate a baseline for your content, or get an overview of a complete set of assets
Deep metrics help you track content quality trends, utilization, and performance.
GOALSfor all aspects of your content
Brand · Audience · Compliance · Findability · Precision
GUIDANCEfor content contributorsWherever they create content
GOVERNANCEfor content teams
Transparency and control over the entire customer experience
BUSINESS IMPACT OF CONTENT
• 2 similar documents (High Acrolinx Score vs. Low Acrolinx Score)
• Text only – no formatting or styling• Isolated A/B test – research
participants only saw one version of the content
• Viewers asked specific questions about brand perception, conversion and purchase intent
Would you click on the offer?(Conversion)
60%A
21%B
SAN JOSE · MAY 1 · 2 · 3BERLIN · MAY 15 · 16
© 2017 Acrolinx GmbH
Recommended