Lead Generation in B2B Communities

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

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

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