20 deals in 90 days wrap up newPresentation Transcript
In other words, yes you can drive B2B sales via social media – if you have a strategy. BPOS Community Driven Marketing Pilot 20 Deals in 90 Days
Was it only a printing press?
Tools vs. Implications
“I know there’s a new world coming, but I’m concerned that Microsoft isn’t as ready as we could be…” Something Was Concerning Joelle
Build a Program Around Partners That: Partners
Helps us learn where we’re falling short
Helps partners market via social media
1 Program Results 2 How We Did It 3 The Gap Between What MS Offers and What Partners Need What today is about
Start with the end in mind. Program Results Stephen Covey says…
37 208% 12 Jan June Total BPOS Sales
247 815% 27 Jan June BPOS Pipeline Opportunities
20 122% 9 Jan June New Customers
This was just to really impress you! 3.95% 5543% 0.07% Jan June % of Available Seats Migrated to BPOS
960 Avg. 2 permalinks per partner per day 250 Jan June Partner Generated Content
Let’s start at the very beginning. How We Did It Julie andrews says…
Story of Cross-Team Collaboration
40+ MS FTE’s Helped Spread the Word & Recruit We Put the Call Out
1:1, 1:Few Consulting
Build Marketing Plan to Sell BPOS
In Return, You’ll:
Have Grades Shared
The Offer with Built In Accountability
Wide Variety of Partners Selected Huge Demand for Help Meant…
1 Educate them on how marketing is different today 2 Break them of their bad marketing habits 3 Instill new habits for successful marketing Put Them Through Boot Camp
#1: It’s an Attention Economy
#2: Power of Permission
#3: Ridiculous Reach of the Individual
1 Be “Remarkable” 2 Be a Good Storyteller 3 Build a Community that Cares Provide Necessary Survival Elements
Activate Identify Cultivate Community Driven Marketing
1 Set Criteria for Raving Fans 2 Use Tools to Listen Identify
1 Be a Content Curator 2 Connect Like-Minded People Cultivate
If you don't know where you are going, you will wind up somewhere else. Final Projects Require Strategic Frameworks Yogi berra says…
What the Partners Actually Did
Helped customer move from Google to Exchange Online in 4 hours! Here’s the Video: http://bit.ly/aILDu1 Tell a Great Story
“I’d certainly cite this sale as an example of a connection made ‘virtually’ that then went on to be a real-world connection and subsequent sale.” 90 Days = 9 Posts = 7,018 Visitors Be Helpful to Earn Trust… and Close Deals
28 65 14 LinkedIn-Based Power Connecting
“I was excited (and shocked) that it generated a whole new level of marketing-sales alignment. My sales guys are actually asking me about Online Services and how they can sell them now.” Attributes Tweets as critical support to pipeline: 14 deals worth $3.4 mm Smart Tweeting
50% of deals closed via new landing page. “Curated” the BPOS Offer
We can’t solve problems by using the same thinking we used when we created them. Some of What the Partners Learned Albert einstein says…
“Hey, “The Cloud” is coming!” vs. K.I.S.S.
vs. Servicing Boxes (Short-Term) Servicing People (Long-Term) Focus on People and Relationships
“The old models of more, more, more people to get reach are outdated. Sure, you need to grow, but having the RIGHT people is better.” QUALITY QUANTITY QUANTITY QUANTITY Quality vs. Quantity
Perpetual Beta, As an Approach The Importance of “NSM” Pete’s Pub Test Other Things Learned
Efficiency is doing things right; effectiveness is doing the right things. Now, Let’s Talk About the Gaps Peter drucker says…
Desirability How to “soundbyte-ify” content so that it can be quickly leveraged and shared? How to help partners become better storytellers (and how to help MSFT become better storytellers)? Viability Feasibility SOLUTIONS How to foster accountable partner communities? How to turn content owns into community managers?
Desirability How to inject “remarkability” into the partner experience center? How to provide ongoing support for partners as “canaries in the coal mine?” Viability Feasibility SOLUTIONS How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities? How to provide ongoing support for pilot partners as community managers?
Desirability How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers? Viability Feasibility SOLUTIONS How to use the tools of social media to get more clarity for MS and for partners?
A big thanks to Dharmesh, Joelle, Jennifer & Charl for this opportunity! firstname.lastname@example.org Twitter: @jer979 Linkedin.com/in/jer979 www.neverstopmarketing.com
How to “soundbyte-ify” content so that it can be quickly leveraged and shared?
How to help partners become better storytellers (and how to help MSFT become better storytellers)?
How to turn content owns into community managers?
How to foster accountable partner communities?
How to inject “remarkability” into the partner experience center?
How to provide ongoing support for pilot partners as community managers?
How to provide ongoing support for partners as “canaries in the coal mine?”
How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities?
How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers?
How to use the tools of social media to get more clarity for MS and for partners?