In other words, yes you can drive B2B sales via social media – if you have a strategy.<br />BPOS Community Driven Marketin...
Was it only a printing press?<br />
Tools vs. Implications<br />
“I know there’s a new world coming, but I’m concerned that Microsoft isn’t as ready as we could be…”<br />Something Was Co...
Build a Program Around Partners That:<br />Partners<br /><ul><li>Helps us learn where we’re falling short
Helps partners market via social media</li></ul>The Task<br />
1<br />Program Results<br />2<br />How We Did It<br />3<br />The Gap Between What MS Offers and What Partners Need<br />Wh...
Start with the end in mind.<br />Program Results<br />Stephen Covey says…<br />
37<br />208%<br />12<br />Jan<br />June<br />Total BPOS Sales<br />
247<br />815%<br />27<br />Jan<br />June<br />BPOS Pipeline Opportunities<br />
20<br />122%<br />9<br />Jan<br />June<br />New Customers<br />
This was just to really impress you!<br />3.95%<br />5543%<br />0.07%<br />Jan<br />June<br />% of Available Seats Migrate...
960<br />Avg. 2 permalinks per partner per day<br />250<br />Jan<br />June<br />Partner Generated Content<br />
Let’s start at the very beginning.<br />How We Did It<br />Julie andrews says…<br />
Story of Cross-Team Collaboration<br />
40+ MS FTE’s Helped Spread the Word & Recruit<br />We Put the Call Out<br />
We’ll Provide:<br /><ul><li>1:1, 1:Few Consulting
Build Marketing Plan to Sell BPOS</li></ul>In Return, You’ll:<br /><ul><li>Have Homework
Be Graded
Have Grades Shared</li></ul>The Offer with Built In Accountability<br />
Wide Variety of Partners Selected<br />Huge Demand for Help Meant…<br />
1<br />Educate them on how marketing is different today<br />2<br />Break them of their bad marketing habits<br />3<br />I...
#1: It’s an Attention Economy<br />
#2: Power of Permission<br />
#3: Ridiculous Reach of the Individual<br />
1<br />Be “Remarkable”<br />2<br />Be a Good Storyteller<br />3<br />Build a Community<br />that Cares<br />Provide Necess...
Activate<br />Identify<br />Cultivate<br />Community Driven Marketing<br />
1<br />Set Criteria for Raving Fans<br />2<br />Use Tools to Listen<br />Identify<br />
1<br />Be a Content Curator<br />2<br />Connect Like-Minded People<br />Cultivate<br />
If you don't know where you are going, you will wind up somewhere else.<br />Final Projects Require Strategic Frameworks<b...
What the Partners Actually Did<br />
Helped customer move from Google to Exchange Online in 4 hours!<br />Here’s the Video: http://bit.ly/aILDu1<br />Tell a Gr...
“I’d certainly cite this sale as an example of a connection made ‘virtually’ that then went on to be a real-world connecti...
28<br />65<br />14<br />LinkedIn-Based Power Connecting<br />
“I was excited (and shocked) that it generated a whole new level of marketing-sales alignment. My sales guys are actually ...
50% of deals closed via new landing page.<br />“Curated” the BPOS Offer<br />
We can’t solve problems by using the same thinking we used when we created them.<br />Some of What the Partners Learned<br...
“Hey, “The Cloud” is coming!”<br />vs.<br />K.I.S.S.<br />
vs.<br />Servicing Boxes<br />(Short-Term)<br />Servicing People<br />(Long-Term)<br />Focus on People and Relationships<b...
“The old models of more, more, more people to get reach are outdated. Sure, you need to grow, but having the RIGHT people ...
Perpetual Beta, As an Approach<br />The Importance of “NSM”<br />Pete’s Pub Test<br />Other Things Learned<br />
Efficiency is doing things right; effectiveness is doing the right things.<br />Now, Let’s Talk About the Gaps<br />Peter ...
Gap Analysis<br />
Community Sourced Effort to Address Gaps<br />
BPOS-CDM Community-Created Prototype Video<br />
Desirability<br />Viability<br />Feasibility<br />SOLUTIONS<br />Creating Balanced Solutions<br />DiscussionTopics<br />
Already in Action<br />Value of <br />Community<br />
Desirability<br />How to “soundbyte-ify” content so that it can be quickly leveraged and shared?<br />How to help partners...
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20 deals in 90 days wrap up new

  1. In other words, yes you can drive B2B sales via social media – if you have a strategy.<br />BPOS Community Driven Marketing Pilot<br />20 Deals in 90 Days<br />
  2. Was it only a printing press?<br />
  3. Tools vs. Implications<br />
  4. “I know there’s a new world coming, but I’m concerned that Microsoft isn’t as ready as we could be…”<br />Something Was Concerning Joelle<br />
  5. Build a Program Around Partners That:<br />Partners<br /><ul><li>Helps us learn where we’re falling short
  6. Helps partners market via social media</li></ul>The Task<br />
  7. 1<br />Program Results<br />2<br />How We Did It<br />3<br />The Gap Between What MS Offers and What Partners Need<br />What today is about<br />
  8. Start with the end in mind.<br />Program Results<br />Stephen Covey says…<br />
  9. 37<br />208%<br />12<br />Jan<br />June<br />Total BPOS Sales<br />
  10. 247<br />815%<br />27<br />Jan<br />June<br />BPOS Pipeline Opportunities<br />
  11. 20<br />122%<br />9<br />Jan<br />June<br />New Customers<br />
  12. This was just to really impress you!<br />3.95%<br />5543%<br />0.07%<br />Jan<br />June<br />% of Available Seats Migrated to BPOS<br />
  13. 960<br />Avg. 2 permalinks per partner per day<br />250<br />Jan<br />June<br />Partner Generated Content<br />
  14. Let’s start at the very beginning.<br />How We Did It<br />Julie andrews says…<br />
  15. Story of Cross-Team Collaboration<br />
  16. 40+ MS FTE’s Helped Spread the Word & Recruit<br />We Put the Call Out<br />
  17. We’ll Provide:<br /><ul><li>1:1, 1:Few Consulting
  18. Build Marketing Plan to Sell BPOS</li></ul>In Return, You’ll:<br /><ul><li>Have Homework
  19. Be Graded
  20. Have Grades Shared</li></ul>The Offer with Built In Accountability<br />
  21. Wide Variety of Partners Selected<br />Huge Demand for Help Meant…<br />
  22. 1<br />Educate them on how marketing is different today<br />2<br />Break them of their bad marketing habits<br />3<br />Instill new habits for successful marketing<br />Put Them Through Boot Camp<br />
  23. #1: It’s an Attention Economy<br />
  24. #2: Power of Permission<br />
  25. #3: Ridiculous Reach of the Individual<br />
  26. 1<br />Be “Remarkable”<br />2<br />Be a Good Storyteller<br />3<br />Build a Community<br />that Cares<br />Provide Necessary Survival Elements<br />
  27. Activate<br />Identify<br />Cultivate<br />Community Driven Marketing<br />
  28. 1<br />Set Criteria for Raving Fans<br />2<br />Use Tools to Listen<br />Identify<br />
  29. 1<br />Be a Content Curator<br />2<br />Connect Like-Minded People<br />Cultivate<br />
  30. If you don't know where you are going, you will wind up somewhere else.<br />Final Projects Require Strategic Frameworks<br />Yogi berra says…<br />
  31. What the Partners Actually Did<br />
  32. Helped customer move from Google to Exchange Online in 4 hours!<br />Here’s the Video: http://bit.ly/aILDu1<br />Tell a Great Story<br />
  33. “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.”<br />90 Days = 9 Posts = 7,018 Visitors<br />Be Helpful to Earn Trust… and Close Deals<br />
  34. 28<br />65<br />14<br />LinkedIn-Based Power Connecting<br />
  35. “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.”<br />Attributes Tweets as critical support to pipeline: 14 deals worth $3.4 mm <br />Smart Tweeting<br />
  36. 50% of deals closed via new landing page.<br />“Curated” the BPOS Offer<br />
  37. We can’t solve problems by using the same thinking we used when we created them.<br />Some of What the Partners Learned<br />Albert einstein says…<br />
  38. “Hey, “The Cloud” is coming!”<br />vs.<br />K.I.S.S.<br />
  39. vs.<br />Servicing Boxes<br />(Short-Term)<br />Servicing People<br />(Long-Term)<br />Focus on People and Relationships<br />
  40. “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.”<br />QUALITY<br />QUANTITY<br />QUANTITY<br />QUANTITY<br />Quality vs. Quantity<br />
  41. Perpetual Beta, As an Approach<br />The Importance of “NSM”<br />Pete’s Pub Test<br />Other Things Learned<br />
  42. Efficiency is doing things right; effectiveness is doing the right things.<br />Now, Let’s Talk About the Gaps<br />Peter drucker says…<br />
  43. Gap Analysis<br />
  44. Community Sourced Effort to Address Gaps<br />
  45. BPOS-CDM Community-Created Prototype Video<br />
  46. Desirability<br />Viability<br />Feasibility<br />SOLUTIONS<br />Creating Balanced Solutions<br />DiscussionTopics<br />
  47. Already in Action<br />Value of <br />Community<br />
  48. Desirability<br />How to “soundbyte-ify” content so that it can be quickly leveraged and shared?<br />How to help partners become better storytellers (and how to help MSFT become better storytellers)?<br />Viability<br />Feasibility<br />SOLUTIONS<br />How to foster accountable partner communities?<br />How to turn content owns into community managers?<br />
  49. Desirability<br />How to inject “remarkability” into the partner experience center?<br />How to provide ongoing support for partners as “canaries in the coal mine?”<br />Viability<br />Feasibility<br />SOLUTIONS<br />How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities?<br />How to provide ongoing support for pilot partners as community managers?<br />
  50. Desirability<br />How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers?<br />Viability<br />Feasibility<br />SOLUTIONS<br />How to use the tools of social media to get more clarity for MS and for partners?<br />
  51. A big thanks to Dharmesh, Joelle, Jennifer & Charl for this opportunity!<br />jer979@neverstopmarketing.com<br />Twitter: @jer979<br />Linkedin.com/in/jer979<br />www.neverstopmarketing.com<br />
  52. <ul><li>How to “soundbyte-ify” content so that it can be quickly leveraged and shared?
  53. How to help partners become better storytellers (and how to help MSFT become better storytellers)?
  54. How to turn content owns into community managers?
  55. How to foster accountable partner communities?
  56. How to inject “remarkability” into the partner experience center?
  57. How to provide ongoing support for pilot partners as community managers?
  58. How to provide ongoing support for partners as “canaries in the coal mine?”
  59. How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities?
  60. How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers?
  61. How to use the tools of social media to get more clarity for MS and for partners?</li>

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