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ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
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ITSMA's 2010 Marketing Leadership Forum - Highlights

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Highlights from ITSMA's 2010 Marketing Leadership Forum. With topics such as Technology Marketing, Social Media, Thought Leadership, Client Relationship Programs, etc.

Highlights from ITSMA's 2010 Marketing Leadership Forum. With topics such as Technology Marketing, Social Media, Thought Leadership, Client Relationship Programs, etc.

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  • 1. Highlights<br />
  • 2. Technology Marketing in the Era of the Empowered<br />Josh Bernoff<br />Senior Vice President, Idea Development<br />Forrester Research<br />(And co-author of Groundswell and soon to be released Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business) <br />
  • 3. Technology Marketingin the Era of the Empowered<br />Four steps to build customer influence: <br />Identify mass influencers <br />Delivery groundswell customer service <br />Empower with mobile information <br />Amplify your fan activity<br />Service marketers, do you know which of your customers are influencing others? <br />6.2% of people online account for 80% of influence impressions<br />62% of mass influencers for tech purchases use mobile apps <br />B2B marketers have to:<br />Realize that communities take on a life of their own—you can't control them <br />Work with IT departments to use technology that serves customers<br />
  • 4. Avaya Goes Social<br />Paul Dunay<br />Global Managing Director, Services & Social Marketing<br />Avaya<br />(And author of Social Media and the Contact Center for Dummies and co-author of Facebook Marketing For Dummies)<br />
  • 5. Avaya Goes Social<br />What’s the right mix of social media for your company? It depends…<br />3 out of 4 consumers use social technology<br />Consumers believe companies should be on the social web <br />The thing is, B2B companies need to do more than just be present on social media, they should interact<br />How to engage continuously? <br />Listen to what customers have to say<br />Share your brand personality<br />Engage in dialogue <br />
  • 6. Social Media Mandates<br />Chris Koch<br />Director, Research & Thought Leadership<br />ITSMA <br />Paul Dunay<br />Global Managing Director, Services & Social Marketing<br />Avaya<br />
  • 7. On thought leadership and social media…<br />Twitter or Facebook are good bait for longer thought leadership<br />On marketing’s role...<br />Must ensure quality in the content<br />People want to connect with people...so we need subject matter expert “rock stars”<br />Creating a "rock band" or group blog is also effective<br />Marketing must actively support the rock stars/band<br />On getting started…<br />Start a social media council<br />Create guidelines<br />Develop an editorial calendar<br />Have regular meetings with subject matter experts to influence (rather than control) their thinking and content<br />Social Media Mandates<br />
  • 8. Thought Leadership as an Outcome, Not an Activity<br />Sunder Sarangan<br />Associate Vice President<br />Infosys Technologies <br />
  • 9. Thought leadership is not just about content creation; it must be actionable<br />Marketing must create a plan for matching thought leadership to business outcomes<br />How thought leadership can impact business<br />Create conversations with new client<br />Change conversations with current clients <br />Thought leadership doesn’t have to be new, just relevant<br />Focusing only on the new focuses on content, not outcomes <br />The main influence of thought leadership is on shaping day-to-day client experiences and perceptions <br />Thought Leadership as an Outcome, Not an Activity<br />
  • 10. Creating Win-Win Client Relationship Programs That Drive Sustainable and Profitable Growth <br />Sean Geehan<br />Founder & CEO<br />Geehan Group<br />(And author of The B2B Executive Playbook )<br />Anubhav Saxena<br />Global Head of Marketing & Strategy<br />HCL America <br />
  • 11. Creating Win-Win Client Relationship Programs<br />B2B Executive Playbook <br />Create customer advisory council<br />Organizational planning<br />Executive sponsor<br />Leverage customer companies<br />Think differently: Marketers can aspire to be a leader of a company, not just of marketing<br />If marketers do it the right way, they will be the most significant function head in their organization<br />Marketers don't necessarily need to spend more, but they do need to shift or rebalance marketing spend<br />
  • 12. Where Do We Go From Here? Marketing’s Top Leadership Priorities <br />Marketing Leader Panel :<br />Pauline Weger<br />Director, National Consulting Marketing, Deloitte<br />Nina Hargus<br />Vice President, Global Services Marketing, EMC <br />Chris Williams<br />Former CMO Capgemini, N.A., <br />
  • 13. Where do we go from here?<br />Marketers must gain greater understanding of the business<br />Have marketers listen to earnings calls<br />Marketers can help drive business strategy—which will improve all marketing efforts<br />Become a partner/consultant to the business units<br />Create a joint planning process between corporate marketing and BUs<br />Marketing gives recommendations based on the business objectives, prioritizes them, shows where marketing can help with the money they have, then lets BUs decide<br />Stop resisting social media<br />Use them to support and extend programs that work, such as events and customer councils<br />
  • 14. ITSMA’s definition of social media:<br />For more insight on Social Media, visit http://www.itsma.com/<br />Social MediaA Sampling of ITSMA Articles and Research<br />Why Marketing Must Be the Catalyst for Social Media<br />Social Media: Marketing’s Need to Lead <br />The New Vision for Marketing Explained <br />How Do You Compare in Social Media? <br />ITSMA Featured Research: It’s Not Only About the Content <br />How Xerox Global Services Used Social Media to Enable Sales <br />Social Media So Far—and What’s Next<br />Xerox Global Services’ Competipedia: Using Social Media to Enable the Sales Force<br />Why Marketers Need to Rethink Their Mix, and Ultimately, Their Operations<br />Avoiding the Social Media Silo<br />

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