SOCIAL MEDIA IN MEASURABLE B2B MARKETINGMIKKO EEROLAWWW.AVAUS.FI@TULENSRMA
2 We combine strategy, analytics and design with technology and outsourcing services.DRIVING BUSINESS Focus areas: • Digital transformation • Customer growth • Digital sales and B2B Lead management • Business model & service innovation • Business process efficiency
SOME GREAT COMPANIES WE WORK WITH: 92 SPECIALISTS OFFICES IN HELSINKI, FINLAND AND WROCLAW, POLAND REVENUE 10 MILLION € (est. 2012)
CREATING A COMPETITIVE ADVANTAGE BASES FOR DIFFERENTIATIONIt’s difficult to differentiatebased on price or productcharacteristics. It might work fora while, but usually competition UNIQUEcatches up. PRODUCTHowever REALLY KNOWINGYOUR CUSTOMERS andserving them based on theirindividual needs will set youapart. COST ADVANTAGETraditional B2B selling is NOLONGER ENOUGH TOCREATE CUSTOMER CUSTOMERINTIMACY. INTIMACY
THECHALLENGE: IS NOT REALLY METHIS IS WHAT YOU SEE, BUT ITA LOT OF THE CUSTOMER INFORMATIONCOMPANIES CURRENTLY USE ISN’T REALLYFOCUSED ON GETTING TO KNOW WHO THEYARE AND WHAT THEY NEED. AND ABOVE ALL IT DOESN’T TELL MUCH ABOUTWHAT THE SITUATION – THE CONTEXT – OF THECUSTOMER IS RIGHT NOW.
THIS ISME ü Head of sales at midsize company ü Member of executive team ü Decision maker for sales and marketing related purchases ü Influencer in IT investment decisions ü Gadget freak ü Cigar aficionado ü Time strapped, convenience oriented ü No children, has a cat ü Houseowner ü Lives outside city ü Loves to travel ü Fair price, not necessary cheapest ü Prefers digital channels ü Read your slideshare presentation, clicked on a link in newsletter, Twitter follower, FB fan ü Only visits your website when prompted
THE HEART OF Products/CUSTOMER INTIMACY IS services in useRELEVANCE Customer lifecycle Purchase history IS HELP FROM THIS COMPANY RELEVANT IN THE NEAR FUTURE? Contact DAYS TO history MONTHS Web searches RELATIONSHIP IS THIS SOMETHING I NEED RIGHT NOW? CONTEXTREAL-TIME Visit to webpage Purchase IMMEDIATE CONTEXT Expressed PERSONAL needs Call to CC CONTEXT Area of Weather residence Location Preferences YEARS Lifestage IS THIS IMPORTANT Attitudes TO ME IN LIFE? Social connections
understanding context + CUSTOMER REAL-TIME PROFILE DATA BEHAVIORAL DATA Contextual marketing is about understanding not just who someone is but where they are, what they are doing, and what they are likely to do next. It’s about combining the right information about a customer and the context to deliver the right services and communication at the precise moment it offers the most value.
Scoring leads in order to find customers that are ready to buyImage: Marketo – The definitive guide to lead scoring
CONTEXTUAL MARKETINGHow can we then beneﬁt from social media?
Social models are emerging fromconsumer services into the corporate world.
Yet B2B social media is seen either asdaunting, expensive, all-encompassing…
…or something relevant only forcompanies catering to tech buyers.
However, even the B2B buyer is always a person, never a corporation.
Did you know that 60% of the sales cycle is over before a buyer talks to your salesperson?
So you should really focus on building a relationship
and creating value for your prospects and customers.
You might want to see it as having the mindset of a gardener.
You will need to invest in resources, content – and a suitable platform.
Also, don’t worry so much about not having complete control.
Find out what motivates your customerSource: Liz Smyth: Marketo on Marketing – London, September 2012
Engaging visual content helps stand out and encourages sharingImage: Liz Smyth: Marketo on Marketing – London, September 2012
136,000 views 3,000 tweets Are you still focusing on whitepapers?Images: Liz Smyth: Marketo on Marketing – London, September 2012
The fastest growing content format is infographics
MEASUREMENT Go boldly where nomarketer has gone before
B2B marketers are mainly measuring theirnumber of followers or content engagement
MEASUREMENT HOW MUCH REVENUE ARE OUR SOCIAL MEDIA ACTIVITIES GENERATING? WITH MARKETING AUTOMATION, MARKETERS CAN LOOK BEYOND TRADITIONAL METRICS (CLICKS, OPENS, ETC.) AND STARTING MEASURING (AND FORECASTING) WHAT EXECUTIVES REALLY CARE ABOUT: CURRENT AND FUTURE PIPELINE, REVENUE, AND PROFITS.Image: Liz Smyth: Marketo on Marketing – London, September 2012
Test & Tune With Social Funnel Metrics Measuring success – ”The What”Source: Liz Smyth: Marketo on Marketing – London, September 2012
Test & Tune With Social Funnel Metrics Measuring success – ”The Where”Source: Liz Smyth: Marketo on Marketing – London, September 2012
Test & Tune With Social Funnel Metrics Measuring success – ”The Who”Source: Liz Smyth: Marketo on Marketing – London, September 2012
Test & Tune With Social Funnel Metrics Measuring success – ”The Beef”Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012