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

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