Rethink: B2B Marketing
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Rethink: B2B Marketing

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B2B Social Media marketing needs to monitor B2C and consumer marketing trends more than ever. Why? Because the social web has obliterated the differentiation between B2B and B2C marketing. The ability ...

B2B Social Media marketing needs to monitor B2C and consumer marketing trends more than ever. Why? Because the social web has obliterated the differentiation between B2B and B2C marketing. The ability to drive direct connection with individuals is how B2B now needs to rethink its approach. In this presentation presented live at Click Z New York on April 1, 2014, Geoff Colon, Group Marketing Manager of Social Media at Microsoft explains how companies in the B2B space can use specific trends and tactics to your advantage.

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  • If I told you a story about me using an S-Curve it would go like this: Graduated college, got my start in the music industry, started my own influencer marketing agency with Red Bull as my first client, transferred to a digital distribution startup in 2006, entered the digital agency world, got poached to work at Microsoft. In other words, stories and storytelling has a finite ending.
  • If I told you reality diagramming it on a Philips Curve about me it would go like this: Graduated college, bummed around for two years trying to figure out what to do, got my start in the music industry in 1996 because no one used email at the time and the VP at the company got my resume direct, told Virgin to buy Napster, was laid off, couldn’t find another job so I started my own influencer marketing agency with Red Bull as my first client because no one knew who Red Bull was, sold agency, transferred to a digital distribution startup in 2006, didn’t get along with CEO because he didn’t understand the burgeoning social web and how to integrate that into the product, was laid off, entered the digital agency world, created content and thought leadership, got poached to work at Microsoft, I don’t know what I’m doing tomorrow, in the next five year, no less than in one hour from now because the business world is filled with disruption but I’m going to try my best to relay that information to you in the most transformative, transparent manner possible. This narrative has no ending. In fact, narratives are open-ended. They don’t have resolution. There is something powerful that is contained within the process of them unfolding. Essentially they are an invitation to everyone to participate. In narratives, it’s up to you as to how it will unfold. So in that respect they encourage exploration.Yet I believe it is a bit semantic.  Whether you call it a story or narrative – they both essentially tap the source of emotive power at the core of the human spirit.
  • Myth existed at a time when there was no way to find out the true background of a story about a person. Mythology allowed us to bring order to a world filled with chaos. The same was true in the modern era of “branding.” You created a brand persona to explain yourself when there was no way to discover definition. This is not necessary anymore in an open sourced world where we are all connected and the exchange of information means the power of the brand is in the customer, not the brand. As a result, brands, especially in our world where we are making connection in the goal of creating advocacy, lead generation and sales, need to realize by being inauthentic, we open the door for criticism, discovery of our inauthenticity and what we say we stand for we really don’t. You don’t hang out with people who don’t stand for your ethos. Would you do that with a brand?
  • The social web has obliterated the differentiation between B2B and B2C. We have the ability to connect and influence decision makers directly in dynamic ways beyond the “white paper.”
  • The social web has obliterated the differentiation between B2B and B2C. We have the ability to connect and influence decision makers directly in dynamic ways beyond the “white paper.”
  • Ask yourself: Where is the best place to foster connection? Can we evolve with it as the social web evolves? Do we act as the enabler where we empower others to do great things with resources, education, narratives, connection, involvement?
  • Notice the similarities? B2C and consumer is what you should be watching and applying to your B2B motives. Not what other B2B brands are doing…
  • A Boy and his Atom took into consideration a behavior. Don’t just make a viral video. Make a video that gets people to debate what it ultimately means in an evolving world of technology.
  • How do you do something irregular to show off your technology? Samsung did this video in 2010 that showed a crazy business card thrower which was a soft cell on their video cameras.
  • Our customer feedback is integrated into our product. When we do that, we drive more social sentiment. With more sentiment, more advocacy. More advocacy, more adoption and discovery, more discovery, more customers, more customers, more feedback and on and on and on.
  • Our customer feedback is integrated into our product. When we do that, we drive more social sentiment. With more sentiment, more advocacy. More advocacy, more adoption and discovery, more discovery, more customers, more customers, more feedback and on and on and on.
  • Linguistics goes a long way in our new world. Don’t call it a service, call it a product. Don’t call your users clients or consumers, call them customers. Don’t say free, say complimentary. The words we use in social define us. How we define ourselves is via actions. Box is a product. They offer a service, but they treat themselves as a product. Do you do this? If not, ask yourself why? Virtual services that provide utility are products just like in the CPG world. Customers like products in a “service economy.”

Rethink: B2B Marketing Rethink: B2B Marketing Presentation Transcript

  • Your logo here. Rethink: B2B Marketing
  • Rethink B2B Marketing • Don’t Tell a Story, Create a Narrative • Planning and Strategy • Digital Reimagination • Stop talking about yourself: Amex Open Forum • A world of Tiny Screens: IBM • Scarcity is a motivator: Bing Ads • Treat your service like a product: Box • This message will self-destruct
  • Don’t Tell a Story…
  • Create a Narrative…
  • There is no end to a narrative…
  • Why Be Transparent?
  • Planning and Strategy • “What do we do?” • “For whom do we do it?” • "How do we excel?“
  • Planning and Strategy “How do we connect directly in an open and connected world?”
  • Digital Reimagination “Social Media, similar to Mobility, started first in the consumer domain and now has gained significant traction within the enterprise.”
  • • Amex enables the conversation and fosters the connection between SMBs • They provide the speakers that engage in the hard questions we all ask ourselves as SMBs • No hard sales • Evolutionary by design Stop Talking About Yourself: Amex
  • B2B borrows best from consumer: • Red Bull enables the conversation and fosters the connection between extreme athletes • They provide the experience • No hard sales • Evolutionary by design Stop Talking About Yourself: Amex
  • A World of Tiny Screens: IBM • Viral is a myth. Everything is engineered. • By studying behavior and data, the best narrative helped explain IBM’s POV around “storage.” • Views are great, shares are better • Don’t believe the hype on “make good content.” Engineer good content with a plan on how to distribute it for micro-targeted effectiveness
  • B2B borrowing from consumer: • An engineered “viral” video • By studying behavior and data, the best narrative helped explain Samsung’s POV around “video quality” • Shares were the goal A World of Tiny Screens: IBM
  • Scarcity is a motivator: Bing Ads • From one idea comes many assets • Figure out the core narrative, create assets to support it • Think micro, not macro • Social as the new product assembly line
  • Scarcity is a motivator: Bing Ads • From one idea comes many assets • Figure out the core narrative, create assets to support it • Think micro, not macro • Social as the new P2P connector • Assets helped create PR placements
  • Your service is a product: Box • Linguistics can shape you: • Product vs. Service • Customer vs. Client • Provider vs. Agency • Collective vs. Brand • Growth Hacker vs. Marketer • Global vs. Local • How you define yourself is how your customers define you • Perception is reality
  • This Message Will Self-Destruct • This data will be outdated in 8 weeks • Constantly tinker, experiment, evolve. Planning and strategy with data is your guide • There is no algorithm. Approach strategy like an ongoing plan
  • @djgeoffe slideshare.net/geoffreycolon Let’s connect and rethink the world together… Personal: Professional: @bingads slideshare.net/bingads