In the first half of March we had the pleasure of attending the B2B Marketing and Sales meeting held at Oracle headquarters. The subject of the meeting was a B2B marketing communication strategy based on a content tree and a marketing automation class system based on Eloqua.
After the first presentation that focused on the content matrix and the content tree, the whole meeting was transformed into a very energetic and interesting discussion. We talked about the importance of creating precise content for specific audience groups, matching the content to the person, phases of the buying cycle, buying context in which the customer is located and the benefits of using so-called content tree that helps you understand the context better in which a potential customer and content consumer are embedded. In the second part of the discussion we focused on Marketing Automation. We emphasized the importance of creating a content strategy that should precede the MA implementation. We have also addressed issues such as the “content trap” in terms of exclusion of contacts that are not potential customers and who is the actual persona. We are already looking forward to another B2B Marketing and Sales event