Lead Generation in B2B Communities


Published on

Presentation on how companies can leverage online communities for lead generation. Examples use B2B and B2B communities.

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Lead Generation in B2B Communities

  1. 1. Driving Lead Generation Through B2B Communities<br />George Krautzel, Co-Founder and President<br />
  2. 2. 2<br />Contents<br />Toolbox.com Background<br />Trends in the Marketplace<br />Determining the Right Environment<br />Lead Generation in B2B Communities<br />Swing Thought – Where This is Going<br />Q&A<br />
  3. 3. 3<br />Toolbox.com Background<br />
  4. 4. 4<br />Who is Toolbox.com?<br /><ul><li>Mission
  5. 5. Provide an online platform that enables professionals to easily share knowledge with their peers
  6. 6. Existing communities
  7. 7. IT (11 years), HR (1 yr), and Finance (<1 yr)
  8. 8. More than 3.0 million monthly unique visitors
  9. 9. Over 2.6 million pages of practical user-generated content
  10. 10. Advertising services
  11. 11. More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, Dell</li></li></ul><li>Where Toolbox.com Lives in the Media Space<br />5<br />User-Generated<br /><ul><li> Content is communication, specific appeal
  12. 12. 2-way conversations between friends
  13. 13. Personal experiences, socially driven
  14. 14. Content is communication, specific appeal
  15. 15. 2-way conversations between peers
  16. 16. Personal experiences, best practices</li></ul>Editorial<br /><ul><li> Content is carefully vetted, broad appeal
  17. 17. 1-way conversation from experts to readers
  18. 18. News, consumer interests, and trends
  19. 19. Content is carefully vetted, broad appeal
  20. 20. 1-way conversation from experts to readers
  21. 21. News, case studies, best practices</li></ul>Consumer<br />Business<br />
  22. 22. 6<br />Trends in the Marketplace<br />
  23. 23. Shift #1: Increase in Consumption of UGC (Trend)<br />7<br /><ul><li>Trend: consistent increase in social media consumption across IT job roles</li></ul>How many hours during an average week do you spend online consuming or participating in the following media types? <br />Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009<br />
  24. 24. Shift #2: Acceptance of Vendors as Participants <br />8<br /><ul><li>More than 76% of community members believe it is important that vendors listen to their audience and participate in conversations </li></ul>Which of the following statements best reflects your attitude about vendor participation in online communities? (Note: by &quot;vendor participation,&quot; we mean the vendor may monitor or actively engage in conversations.)<br />Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009<br />
  25. 25. Shift #3: Emergence of Brand Management (Company)<br />9<br />Community conversation about the vendor and products<br />Background on the vendor <br />White papers, documents, and other research from the vendor<br />Connections with interested community members <br />
  26. 26. 10<br />Determining the Right Environment<br />
  27. 27. All Social Media is Not the Same - Communities<br />11<br />
  28. 28. 12<br />Determiningthe Right Communities for Your Campaign<br />Content<br />Content<br />Context<br />Demographics<br />
  29. 29. 13<br />Lead Generation in B2B Communities<br />
  30. 30. Tactics to Utilize in B2B Online Communities<br />14<br /><ul><li>Promoting Assets in the Long Tail
  31. 31. Building a Beachhead for Engagement
  32. 32. Nurturing Leads Within a Community
  33. 33. Creating Advocacy </li></li></ul><li>Promoting Assets in the Long Tail<br />15<br /><ul><li>Utilize tools to integrate your assets directly into conversations
  34. 34. With proper targeting, vendor information can provide further value to the community </li></ul>User-generated content<br /><ul><li>Contextual Matching on Toolbox.com
  35. 35. Relevant information assets from advertising partners are matched with user-generated content
  36. 36. Advertising partners are integrated into conversations with target audiences</li></ul>Relevant lead-generation assets from advertising partners<br />
  37. 37. Building a Beachhead<br />16<br /><ul><li>Go where your audience is
  38. 38. Build a beachhead
  39. 39. Establish a presence
  40. 40. Promote through various channels
  41. 41. Listen, listen, listen
  42. 42. Tailor your interaction to your audience’s needs
  43. 43. Starbucks’ Facebook Fan Page
  44. 44. 4.3 million fans
  45. 45. Pushed beyond Coke as the most popular Facebook page in July 2009
  46. 46. Discovered what works for their audience (e.g., free pastry and free ice cream giveaway</li></li></ul><li>Nurturing Leads Within a Community<br />17<br /><ul><li>Opportunities exist to nurture leads within a “safe environment”
  47. 47. Increasing touches can improve quality
  48. 48. Possibility for more intelligent lead scoring
  49. 49. Toolbox.com Lead Nurturing Tool
  50. 50. Gives partners the ability to segment leads by demographics
  51. 51. Allows those leads to be nurtured further down the sales funnel through targeted messaging and higher engagement</li></li></ul><li>Creating Advocacy<br />18<br /><ul><li>Customers are your strongest brand champions
  52. 52. More demand generation will come from a smart social media presence vs. traditional direct marketing
  53. 53. Ford’s results (6 months)
  54. 54. 4.3 million YouTube views
  55. 55. 500,000+ Flickr views
  56. 56. 3.0 million Twitter impressions
  57. 57. 50,000 interested customers, not current Ford owners</li></li></ul><li>19<br />Swing Thought: Where This is Going <br />
  58. 58. Relationship<br />Direct Results<br /><ul><li>Value: Web as a relationship management platform
  59. 59. Primary Goals: Engaging prospects and customers outside of their Web site
  60. 60. Secondary Goals: Lead generation, drive traffic, thought leadership and branding
  61. 61. Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage
  62. 62. Marketing Tactics:
  63. 63. Vendor communities
  64. 64. Two-way ads
  65. 65. Messaging connections using trigger marketing
  66. 66. Successful tactics from direct results stage</li></ul>Experimentation<br /><ul><li>Value: Web as a direct results platform
  67. 67. Primary Goals: Drive traffic and lead generation
  68. 68. Secondary Goals: Thought leadership and branding
  69. 69. Measurements: CPL, CPC, brand measurements confirmed through surveys
  70. 70. Marketing Tactics:
  71. 71. Search ads
  72. 72. Lead generation – white papers, webcasts
  73. 73. Branding - IMUs, larger units, microsites
  74. 74. E-mail – list rentals
  75. 75. Value: Web as a promotional vehicle
  76. 76. Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness
  77. 77. Measurements: Cost per impression
  78. 78. Marketing Tactics:
  79. 79. Branding – buttons, banners
  80. 80. E-mail – newsletters, list rentals</li></ul>2004-2009<br /> 2010-2015<br />1996-2003<br />Evolution of Online Marketing<br />20<br />
  81. 81. 21<br />Impact = Site visits/leads<br />Effort = Funding<br />Marketing ROI – Traditional Campaigns<br />Traditional Campaigns<br />With traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.).<br />VALUE<br />TIME<br />Source: Pauline Ores, IBM<br />
  82. 82. 22<br />Impact = Relevance and engagement<br />Effort = Funding<br />Marketing ROI – Social Media Campaigns<br />Social Media Impact<br />Social media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining.<br />VALUE<br />Marketing through an online community allows advertisers to quickly engage and make an impact with their target audiences.<br />TIME<br />Source: Pauline Ores, IBM<br />
  83. 83. 23<br />Q&A and Contact Information <br />George Krautzel<br />Toolbox.com Co-Founder and President<br /><ul><li>My profile on Toolbox.com: http://it.toolbox.com/people/george_krautzel
  84. 84. My profile on Twitter: </li></ul>http://twitter.com/georgekrautzel<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.