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

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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

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