Social Media for B2B Enterprise by Dr Augustine Fou


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For companies and industries with long sales cycles, large ticket purchases and highly complex products, social media is more important than ever in the marketing mix.

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Social Media for B2B Enterprise by Dr Augustine Fou

  1. 1. Social Media for B2B/Enterprise Dr. Augustine Fou Marketing Science Consulting Group, Inc.May 21, 2012 1
  2. 2. Top Marketing Challengesin B2BMay 21, 2012 2
  3. 3. Empowered customers… • Research products online • Find information via search • Trust peers most Source: Forrester Research Q3 2010May 21, 2012 3
  4. 4. Generating Quality Leads “Carpet Bombing” “Surgical Strike” using traditional enabling the right advertising like print potential customer ads, hoping the right find exactly the info person would see it. they need to inform their purchase.May 21, 2012 4
  5. 5. Very Long Sales Cycles If sales cycles are “years” and not months, how do you effectively cultivate valuable prospects during their long “consideration” phase? In-person sales calls are costly; self-serve social media is less expensive and longer lasting.May 21, 2012 5
  6. 6. Adding Perceived Value Beyond the features and functionality of the product itself ... … timely and relevant service and support through social channels adds perceived value.May 21, 2012 6
  7. 7. Case ExamplesMay 21, 2012 7
  8. 8. B2B – Software/Services Client Challenge: Client sells commodity trading software platforms. Traditional marketing using trade journals, tradeshows, and in- person sales force was limited and not measurable. Solution Overview: Use social media combined with search [X] Client Name Withheld insights to identify and cultivate prospective buyers and allow new ones to self-identify over very long sales cycle.May 21, 2012 8
  9. 9. B2B – Information Services Client Challenge: Sales of company profile reports were declining drastically. SEM and SEO were already maxed out. Company needed to identify new products/services with high margins. Solution Overview: Leveraged their historic reputation to create a trust community of member businesses, enabling them to move away from selling information to selling trust.May 21, 2012 9
  10. 10. B2B – Medical Devices Client Challenge: Physicians were increasingly turning to online resources to find information about these products; there was a lot of negative content from a prior recall that was dominating search results. Solution Overview: Use analytics to identify what physicians were looking for; create new content including demo videos that could be used to “jump to the head of the line” in search results.May 21, 2012 10
  11. 11. B2B – Pharmaceutical Drug Client Challenge: The Client’s new drug was being launched into a mature market dominated by 2 main competitors’ [X] drugs. Salesforce and in-person events were being scaled back. Solution Overview: Use search and social media to understand physician’s information Client Name Withheld needs. Created iPad app which educated physicians on the specific points they were asking about (helped make limited sales calls more impactful).May 21, 2012 11
  12. 12. B2C – Fashion Wholesaler Client Challenge: Client has been a fashion wholesaler and has never directly interacted with consumers. It needed to jumpstart direct sales through ecommerce. Solution Overview: Use ecommerce website to get a real time pulse on what consumers demand, in order to inform supply chain and retail partners.May 21, 2012 12
  13. 13. B2B – Intel Enterprise Client Challenge: Reach hard-to-find IT professionals more frequently than once at year at their developer conferences; provide enough detailed, technical information to support large purchases. Solution Overview: Use video demos with properly SEOed transcripts on YouTube to allow super- technical IT professionals to find specific content to address their questions.October 20, 2011. 13
  14. 14. So what? “It is more critical than ever for b2b companies to leverage digital channels and tactics to reach customers and let the right customers reach them in very long-lead-time sales cycles and big ticket purchases.” - Dr. Augustine FouMay 21, 2012 14
  15. 15. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: LinkedIn: 21, 2012 646 867 0826 15