Michelle Gutting

How to create a good #customerexperience when the customer journey is online and offline - this was the topic of my presentation at the Strategiegipfel B2B Marketing and E-Commerce in Berlin this week. Here are 3 takeaways, if you want more information feel free to contact me 🙂 1️⃣ A state-of-the-art martech stack is key and the basis to create a pleasant digital #customerjourney.  2️⃣ Creating #personas are a good way for identifying customers needs and the information / interaction behaviors. But these personas need to be based on in depth market research  3️⃣ Based on the personas and your tech stack you can then build the different customer journeys. A challenge here is to build bridges between online and offline touch points. And the more the personas can be motivated to use the online touch points, the better. Thanks to project networks GmbH for giving me the opportunity. And to the great colleagues from the marketing community for their presentations, and for the interesting discussions. E.g. Lars Hanf, Steve Bloodworth, Andreas von Loeper, Dominik Heigemeir, Kathrin Aehling, Dominik Lassonczyk, Christiane Reimer A special shout out to Sebastian Krzonkalla from bvik - Der Industrie-Verband für Kommunikation und Marketing and Karin Fröhlich von Project networks

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🤘☀️10+ years of semantic SEO and digital brand building (E-E-A-T)👇 Today I discovered a session "Online branding for more visibility at google" I hold over 10 years ago in April 2014. https://lnkd.in/eM798nfN Here are some excerpts of this session: 🔍 Content marketing goals should be clear: whether for SEO, social media engagement, or PR, content quality is key to success. 🎯 SEOs historically influenced rankings through factors like backlinks and document properties, but modern SEO is more complex with the inclusion of user signals. 📊 User signals such as click-through rate (CTR) in search results have become crucial ranking signals, emphasizing the importance of compelling titles and descriptions. 🏢 Factors like brand strength and authority are not directly manipulable through traditional SEO methods but require broader marketing strategies. 🔄 Understanding search intent is critical for keyword analysis and content strategy, tailoring content to transactional or informational queries. 🌐 Semantic optimization aims to establish entities through structured data, content optimization, and enhancing information architecture. 🏆 Becoming a recognized entity with authority in specific topics involves gaining reputation signals such as mentions and citations, essential for branding in Google's eyes. 📊 Co-occurrence and co-citation enhance website ranking by associating with relevant thematic contexts. 🔄 Returning visitors indicate trust and site reputation, factors Google considers for ranking. 📣 Influencers help amplify content reach and establish authority, crucial for branding. 📈 Search volume and brand mentions in online media contribute to brand recognition and SEO benefits. 🧩 Sitelinks in Google search results indicate Google recognizes a brand, enhancing visibility. 🎯 Established brands enjoy higher click-through rates in search results, leveraging brand trust. 🌐 Brand recognition facilitates easier ranking due to accrued trust and authority signals. 🎯 SEO strategies must align with user needs and behavior, emphasizing user-centric content and experience. 🎯 Most traditional SEOs come from technical backgrounds rather than marketing or communications, posing a need for broader skill sets in SEO teams. 🌐 Usability and conversion optimization are critical for SEO success, while technical SEO tasks remain essential but increasingly specialized. These statements can be found on every best practice list today. Back then, very few SEOs were concerned with branding (later E-E-A-T), user signals (check out Marcus Tandler ;-) and entity-based semantic SEO. This presentation was before Google introduced E-E-A-T in version 5.0 of the Quality Rater Guidelines in 2015. I would repeat all the statements from this presentation 100% today, but with much more grey hair and some kilos more. That is not a matter of course in such a dynamic industry.

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🌟 I am honoured to announce that I have been invited to speak at the INDUSTRY.forward, organised by publish-industry Verlag GmbH. In these times of rising uncertainty and rapid advancements in artificial intelligence, it is more crucial than ever to place people at the heart of our business strategies, especially when it comes to innovation. 🚀 In the Industrial Tech sector, our focus often lies heavily on the task at hand, machinery, and technology. However, we must not overlook the wellbeing of our people and their interaction with technology. By prioritising our teams and fostering a human-centric approach, we can drive meaningful and sustainable operations & innovation. 💡 I am excited to share the PFAFF Werkzeug- und Formenbau approach to this challenge and explore how we can collectively grow, adapt, and innovate. Together, we can transform challenges into opportunities and set new standards for the future. 🌍 A heartfelt thank you to Sabrina Koch and Sylvia König for this incredible opportunity! ✨ Join us at the Industry Forward Summit to dive into these themes and more. Let's shape the future of manufacturing together, embracing a mindset of continuous growth and inspiring each other to reach new heights! #IndustryForward #Innovation #Manufacturing #ArtificialIntelligence #PeopleFirst #GrowthMindset #FutureFocused

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I love this sales and marketing strategy #accountbasedmarketing - it’s a part of the #inboundmarketing philosophy and we enable you with the help of HubSpot, straight. and my idea of #smarketing #alliance ✨ powered by #AI #achivemore 🧲🥊🎯

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Apple didn’t do it, xiaomi did it. Copying the Germans car makers and adding modern user experience on top, all for an incredible price. So far so good, German car manufacturers, what’s your next move ? ♟️ #xiaomi #automotiveindustry #automotivenews #automotivetechnology

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How to attract attention with a little help of neuroscience and AI? - It's all in the Digital Bash!

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++ This is Not a Post for Sympathy, But a Crucial Reminder that taking care of ourselves should always be priority number one. ++ Last December, I arrived in Łódź for business in the early hours of the morning, only to be hit by severe tooth pain. The kind that makes you rush to the emergency room, desperate for relief. Little did I know, this was just the beginning. Back in Romania, where I was having my "work abroad" stint, my partner took me to the dentist. What we discovered was far more serious than I could have imagined: a severe issue with my upper jaw that, if left untreated, could lead to facial collapse. The reality of this hit hard. I had to undergo surgery, and the process is still ongoing. Just this Monday, I underwent another procedure. Now, I find myself living, working, and traveling with a swollen face and temporarily missing a frontal tooth until the end of the month. This experience has taught me a crucial lesson: taking care of ourselves is non-negotiable. As someone with dental phobia, I realize my fear could have put me in an even tougher situation. Ignoring our health can have serious consequences, and it's a stark reminder that we must always prioritize our well-being. So just just keep this in mind; in our fast-paced lives, it's easy to put off those check-ups, to ignore that persistent pain, or to let fear dictate our actions. But we owe it to ourselves and our loved ones to stay on top of our health. Self-care is not a luxury; it's a necessity. Stay healthy, stay proactive, and remember: your health is your most valuable asset. 💪💼💖 #HealthFirst #SelfCare #ProactiveLiving #PersonalExperience

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Marketing Tipp (kostenlos) des Tages: Purpose-driven Call to Actions fördern das Commitment der Audience und erhöhen substanziell den Lifetime Value des Top of Funnel.

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Wieder mal ein herausragend guter Growth Memo Newsletter Kevin Indig ! (+ gleichzeitig proof of concept: herausragender Content erzeugt Links/Shares) "𝐎𝐥𝐝 𝐖𝐨𝐫𝐥𝐝 [𝐨𝐟 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧]: 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐧𝐠 𝐢𝐧 𝐒𝐄𝐎 𝐦𝐞𝐚𝐧𝐬 𝐜𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐭, 𝐟𝐚𝐬𝐭𝐞𝐫. - Basic process: Keyword research > content brief > draft in SEO editor > edit > publish. - The mental model is summarizing and covering all topics of the top results for - a keyword. - Hire many writers for SEO. 𝐍𝐞𝐰 𝐰𝐨𝐫𝐥𝐝 [𝐨𝐟 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧]: 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐧𝐠 𝐢𝐧 𝐒𝐄𝐎 𝐦𝐞𝐚𝐧𝐬 𝐬𝐮𝐫𝐟𝐚𝐜𝐢𝐧𝐠 𝐚𝐧𝐝 𝐟𝐢𝐧𝐝𝐢𝐧𝐠 𝐧𝐞𝐰 𝐚𝐧𝐝 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬. - Talk to customers on a regular basis about their problems and questions on a topic. - Hire researchers to find and add 1st party data to search-optimized content. - Hire subject matter experts to answer questions that really matter. - Make it convenient and pleasant to consume content. - Monitor content engagement and get qualitative reader feedback." 𝐔𝐧𝐝 𝐦𝐞𝐢𝐧 𝐋𝐢𝐞𝐛𝐥𝐢𝐧𝐠𝐬𝐬𝐚𝐭𝐳: "A better approach to content creation might be to insert a research phase after identifying the most important topics and prioritizing topics based on user interviews instead of search volume." Mein Reden. Danke :)

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This is a translation of the posts below. The article is from Andrea Boese: I'm sharing a special moment of gratitude today. A colleague from another company generously shared his LinkedIn account with me to talk about the important topic of lesbian visibility. Having such allies who actively help voices to be heard is a true blessing. Thank you Lutz Staacke 👨🏽‍💻 for being such a committed part of our community! Along the way, I've often thought about how the perception of lesbian women in the workplace varies depending on how we present ourselves. For women who appear more masculine, "involuntarily coming out" can be a constant challenge. Their outward appearance may create stereotypical assumptions that can often lead to uncomfortable or even discriminatory situations. This starts with little things like going to the "right" toilet. Hardly a visit to the toilet in a public space goes by without my wife being asked if she has "got lost on her way", and these are still positive comments... On the other hand, there are women like me who are perhaps perceived as "traditionally feminine" on the outside. This perception often carries the risk of our sexual orientation being completely overlooked or even denied. It is an invisible barrier that can make us feel isolated or misunderstood. In both cases, it is important that we come together as allies to create an environment that celebrates diversity and authenticity. By talking openly about these issues and being aware of how our perceptions are influenced by stereotypes in a binary system, we can foster a culture of acceptance and openness and break down unconscious bias. Thanks again to Lutz for your support and to all of you for your openness and willingness to have these important conversations. #Diversity #LesbianVisibilityWeek #RainbowAlliance #Queer #lgbtiq #outing #ComingOut #LoudAndProud #LGBTQIA+#LesbiansWeekofVisibility PROUT AT WORK-Foundation

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AUTOMOTIVE MARKETING: A METHODOLOGY TO ASSESS & OPTIMIZE MARKETING SPENDING FOR OEMs. German consultancy Berylls by AlixPartners has developed a method to benchmark OEM marketing spending and its results. Their presentation also includes a comparing analysis of 2022 vs. 2023 advertisement spending of OEMs with activities in Germany and of the results obtained. Interesting read - which seems to confirm one more time that spending more does not automatically translate in increased interaction with future customers. #autosales #carsales #vehiclesales #vehicleregistrations #carmarket #newcarmarket #market #marketsegments #segments #segmentleaders #consumer #consumerbehavior #buyingbehavior #ev #evs #bev #bevs #electricvehicle #electricvehicles #electricmobility #emobility #greenmobility #sustainablemobility #urbanmobility #smartmobility #futuremobility #newmobility #mobility #automotive #automotiveengineering #automotivetechnology #automotiveindustry #innovation #technology #marketing #advertisement #PR #b2c #b2csales #onlinevisits #onlineinteraction #onlineadvertisement #online #legacyOEM #outlook #2024outlook #germany #bundesrepublik #deutschland

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In the realm of Agile Business Intelligence, we know the value of understanding these processes. The funnel isn't about forcing a path, but about providing insight into the diverse ways customers reach their decisions. Follow for more marketing strategies! #BusinessIntelligence #AgileBI #Agile

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The latest AllBright Report shows notable progress in gender diversity within Germany's 100 largest family companies. 🎉 In a significant shift, the representation of women in leadership roles is increasing. Although the current proportion stands at 12.6%, change is underway. Over the past two years, the proportion of women in executive positions has grown by 4 percentage points, nearly matching the growth seen in listed companies. Interestingly, nearly half of family businesses now include a woman in their management teams, a significant increase from just under a third two years ago. Yet, there's a stark difference between listed and non-listed family businesses. The proportion of women in leadership roles is almost double in listed companies (19.6%) compared to non-listed ones (10.6%). This suggests that transparency and external influence can drive gender diversity in management. Let's not overlook the fact that succession still remains male-dominated, particularly within owner families. However, as the Baby Boomer generation begins to retire, there's a golden opportunity for companies to diversify their leadership. Change is happening, and some companies are already leading the way. Let's keep this momentum going! For more detailed insights, check out the full #AllBright Report #genderdiversity #womeninleadership #changemakers

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Content Marketing: 5 Formate kurz vorgestellt - Website - LinkedIn - Podcast - Newsletter - TikTok Mit Zahlen & Beispielen: https://lnkd.in/eV5fsFi9 #contentmarketing #kanäle #formate #strategien #beispiele

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How to lower CO2-Emissions of the Transportation Sector   „Innovation instead of instruments of torture against car users” is the title of my editorial on the German debate on CO2 emissions of the transportation sector. https://lnkd.in/ec8sGv7g For many weeks, the liberal German Transport Minister Volker Wissing has been criticized for not reaching the targets for lowering CO2-emissions by the transportation sector.   The Public German Environment Agency (Umweltbundesamt) presented a report on “Getting the Transportation Sector on Course” (Report 59/2024) with suggestions for lowering the emissions of the transportation sector. These seem like a list of torture instruments for individual transport, car users and freight transport by lorry: Speed limits would be only a minor thing. What is asked for would be a tax called “Malus for combustion engines”, to be paid with the road tax of the first year. From 2025 onwards, for a simple Volkswagen Golf with a petrol engine of 150 horsepowers (110 kW), there would be an additional tax of 2760 Euro, from 2030 onwards a tax of 30.240 Euro, then mercifully reduced to half of the price of the car. On top, for all private cars, there is the request of a tax on every kilometer covered, initially 1,3 Eurocent, later more than 7 Eurocent per kilometer. Thus, individual transport should be cut by one quarter. Also freight transport should pay more, with tolls for all lorries and roads, which should be drastically increased.   The reason for these drastic measures should be the inability of the transport minister to increase the number of electric cars on the roads. But it is not his fault that there are not enough possibilities to charge cars at home or at work or that there is not enough green energy to charge the cars. This is the responsibility of the Green Minister for the Economy and Climate, Robert Habeck.   The general problem of German climate activists is that they want to make an example of Germany, forgetting the rest of the world. In Germany, in general, CO2-emissions have shrunk by 37 per cent from 1990 to 2022, in the EU by 27 per cent, while they have risen by 62 for the whole world, in China by 285 per cent. During the same period, the emissions of the German transportation sector have shrunk by 10 per cent, while they rose by 19 per cent in the EU, globally by 72 per cent.   Lowering the German contribution to the World CO2 emissions – 1,4 per cent in general and 0,27 per cent for the German transportation sector – will not save the climate. While German climate activists seem to desire the end of the local car industry, the opposite would be necessary: Innovations of the car industry, clever regulation, and openness of consumers for change would offer the chance for a contribution to lower global emissions.

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