ITSMA's 2010 Marketing Leadership Forum - Highlights

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

ITSMA's 2010 Marketing Leadership Forum - Highlights

by ITSMA on Jun 08, 2010

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ITSMA’s 2010 Marketing Leadership Forum - Highlights — Presentation Transcript