CSRA Social Business EducationSeriesHow Social Business Is Changingthe Game in B2B: Sales,Marketing, Human Resources,Produ...
Enterprise Social Business Strategy & Execution   Christopher S. Rollyson and Associates   Plan | Learn | Scale | Integrat...
Copyrighted material              Manufacturing Case Study                                                                ...
Copyrighted material              Blogs & Thought Leadership 2.0              • Blogging most efficient for lead generatio...
Copyrighted material              Blogs Connect Engineers & Prospects              • Increased firm commitment with strate...
Copyrighted material              Blogs Core to B2Bs’ Ecosystem              • Social business usually doesn’t change     ...
Copyrighted material              Blogs & Thought Leadership 2.0              •   Marketing led Indiums blogging initiativ...
Copyrighted material              Blogs Connect Engineers & Prospects              •   Define a business mission, commit to...
Copyrighted material              Blogs Core to B2Bs’ Ecosystem              • Watch the video                            ...
Copyrighted material              CSRA Social Business Education              Series              How Social Business Is C...
Copyrighted material                              Social Business Services              http://www.socialbusinessservices....
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B2B Social Business Case Study Guide: Indium (Manufacturing)

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Social business will begin disrupting B2B sales & marketing in 2012, and CSRA's Social Business Education Series shows executives how to take advantage of it. This manufacturing case study shows how Indium, which designs and manufactures soldering materials and industrial equipment, used blogs and videos to make their engineer thought leaders accessible to prospects, driving search results and leads, and cutting events costs 400%.

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B2B Social Business Case Study Guide: Indium (Manufacturing)

  1. 1. CSRA Social Business EducationSeriesHow Social Business Is Changingthe Game in B2B: Sales,Marketing, Human Resources,Product Development and Others2012 Roadshowhttp://www.socialbusinessservices.biz/resources/
  2. 2. Enterprise Social Business Strategy & Execution Christopher S. Rollyson and Associates Plan | Learn | Scale | Integrate | Manage Social Business Disruption of B2B Sales and Marketing Study Guide: Indium Part2: B2B Case Studies Manufacturing | Healthcare | Supply Chain | Financial Services05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson
  3. 3. Copyrighted material Manufacturing Case Study Background Indium is an engineering firm that manufacturers •Manufacturer, soldering materials and Designer & supplier equipment. Its subject matter expert engineers • Industrial soldering are respected by materials prospects, and blogging proved to be the most • Electronics assembly efficient way to deliver their equipment expertise and personalities to market. The firm committed to listening and developing relationships from the start.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 3
  4. 4. Copyrighted material Blogs & Thought Leadership 2.0 • Blogging most efficient for lead generation St u d y Gu i de • “Relationship” started with listening • Leveraged existing engineer/research So c ia l community Business • Allowed engineer experts time to accept social business value proposition Highlights • Engineers’ expertise a magnet for prospects • Blogging and video worked well together • Search results & leads “through the roof” • Cut trade show costs 400%05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 4
  5. 5. Copyrighted material Blogs Connect Engineers & Prospects • Increased firm commitment with strategy, St u d y Gu i de defined mission and goals • Blogs packed a potent combination; Lessons thought leadership and interactivity among readers and firm experts Learned • Met experts’ objections with patience • Forms/process made blogging easier • Let bloggers be “real” with pictures & emails • Anticipate global community • Show transparency & trust by sharing your blog strategy & results05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 5
  6. 6. Copyrighted material Blogs Core to B2Bs’ Ecosystem • Social business usually doesn’t change St u d y Gu i de what you share but how • Blogs’ ROI often dwarfs white papers’ Insights • Be careful with measures; B2B readers often use email rather than blog comments • Trust dramatically increases the value of the information you share • Critical success factors: – Plan for a steady adoption path: use strategy to lay out goals, measures and scale-up – Commit to being open, sharing information readers want and interacting – Let bloggers be themselves; it’s not “a job”05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 6
  7. 7. Copyrighted material Blogs & Thought Leadership 2.0 • Marketing led Indiums blogging initiative, and their goal was to drive down marketing costs by connecting with prospects and clients. But it St u d y Gu i de wasnt easy to convince engineers to blog because they considered it frivolous. • Engineers valued traditional, high-investment white papers, so Marketing had to explain blogs value proposition in engineers Detail1 language; they used quantitative metrics, for example time required to new lead, money per new lead and reuse percentage. Indium began slowly, with a prominent engineer writing thought leadership posts that prospects and clients loved. • Marketing proved blogging had the highest value, and they grew the effort by organizing simple forms to make blogging easier. Today Indium has 73 blogs (and counting); blogs are the core of their ecosystem, and SEO and leads have gone through the roof. They also use videos to highlight some of the blogs key themes. Theyve found that engineers personalities and knowledge are magnets for prospects. • Indiums cost of relationship has fallen sharply, and trade show costs have fallen 400%; they now show up with a small, bare booth and just continue blog conversations. They get the same number of leads at one fourth the cost.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 7
  8. 8. Copyrighted material Blogs Connect Engineers & Prospects • Define a business mission, commit to realistic goals, and build. B2B prospects want high-value information, so learn how to give it to them. St u d y Gu i de Plan on a period of exploration; youll rarely get it perfect the first time. • Blogs put thought leadership on steroids; the information is easier to find, and people can interact right out of the box. Blogs are content- rich and ideal to serve as the core of your ecosystem. Detail2 • Tackle thought leaders objections honestly, and solve them together. Related to this, recognize that most people are afraid of writing, so help them by organizing simple input procedures. Finally, anticipate a global audience; today, Indium blogs in Chinese as well as English. • Social business doesnt fundamentally change *what* information your clients value and why; it *does* change how you deliver it and how you interact. Firms that get this shift first will profit enormously. • B2B prospects have two main channels of value: first, information about relevant aspects of their business problems, along with insight into how to apply it. Trust is the second channel; it magnifies the first channel because it lets prospects gauge how seriously they may value the information. B2B blogs can deliver both in spades--very economically. • Dont be thrown off by using "social media" metrics: Indiums blog readers often respond via email rather than using public comments.. because they dont want competitors to know what theyre thinking.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 8
  9. 9. Copyrighted material Blogs Core to B2Bs’ Ecosystem • Watch the video St u d y Gu i de – http://youtu.be/vAMNiBtZGPw • Case study home page Mo re – http://tinyurl.com/sbscaseindium – Podcast (audio only) (L i n ks ) – Other B2B case studies – More insight into business drivers – Action steps • Catch the whole series – http://www.socialbusinessservices.biz/resources05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 9
  10. 10. Copyrighted material CSRA Social Business Education Series How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Resources, Product Christopher S. Rollyson Development and Others Managing Director CSRA chris@rollyson.net +1.312.925.1549 http://about.me/csrollyson http://rollyson.net/consulting Part1: The Dynamics of Change Part2: B2B Sales & Marketing Case Studies Resources Part3: Action Steps: Evolving Sales & Marketing 2012 Roadshow http://www.socialbusinessservices.biz/resources/05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 10
  11. 11. Copyrighted material Social Business Services http://www.socialbusinessservices.biz/resources/ How to evolve sales and marketing05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 11
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