Fishing Where Your Buyers Swim

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Trish Bertuzzi shares recommendations around Social Networking for B2B companies.

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Fishing Where Your Buyers Swim

  1. 1. Fishing Where Your Buyers Swim Trish Bertuzzi The Bridge Group, Inc. http://blog.bridgegroupinc.com
  2. 2. The Problem: It’s a Big Pond
  3. 3. Possible Approach #1 <ul><li>Ignore Social Networking Channels </li></ul>Source: www.forrester.com/Groundswell/profile_tool.html
  4. 4. <ul><li>No Corporate Strategy </li></ul><ul><ul><li>Individual Rep Trial & Error </li></ul></ul>Possible Approach #2
  5. 5. <ul><li>Just Dive In </li></ul><ul><ul><li>Cannonball !! </li></ul></ul>Possible Approach #3
  6. 6. <ul><li>Aim Before You Fire </li></ul><ul><ul><li>Who is my target? </li></ul></ul><ul><ul><li>Where are there? </li></ul></ul><ul><ul><li>What do they care about? </li></ul></ul>Possible Approach #4
  7. 7. <ul><li>Get real about your buyers </li></ul>Step 1: Know Thy Buyer Personas
  8. 8. Jennifer Occupation: Dir. Marketing Industry: $10M - Technology; Software Reports to: VP Marketing Years experience: 10+ <ul><li>A Win In My Eyes </li></ul><ul><ul><li>Simplify execution/measurement of campaigns </li></ul></ul><ul><ul><li>Demonstrating ROI of my campaigns </li></ul></ul><ul><ul><li>Integration with existing marketing systems </li></ul></ul><ul><li>My Vendors Need To </li></ul><ul><ul><li>Be stable </li></ul></ul><ul><ul><li>Have customer references like me </li></ul></ul><ul><li>My Frustrations </li></ul><ul><ul><li>Not enough hours in the day </li></ul></ul><ul><ul><li>Mis-alignment with Sales (lead follow up, use of tools/materials, anecdotal feedback, etc.) </li></ul></ul><ul><ul><li>Manual processes / blind spots in tracking ROI </li></ul></ul><ul><li>What’s My Role </li></ul><ul><ul><li>Plan, create & execute tactics, activities and content to convey key product offerings to target markets </li></ul></ul><ul><li>How Am I Measured </li></ul><ul><ul><li>Demand generation </li></ul></ul><ul><ul><li>Reputation management </li></ul></ul>
  9. 9. <ul><li>Identify 10 / 20 / 30 </li></ul><ul><ul><li>Note: “Gerhard Gschwandtner” easier to find than “Tom Robbins” </li></ul></ul><ul><li>Go find them </li></ul><ul><ul><li>View Profiles (Pay Attention to Groups) </li></ul></ul>Step 2: Go Find the Jennifer’s
  10. 10. Jennifer’s Social Networking Usage LinkedIn Groups Jennifer 92% 80% 70% 15% Scott (comparison 1) 50% 25% 20% 0% Tom (comparison 2) 30% 5% 10% 0%
  11. 11. <ul><li>What does Jennifer think about </li></ul><ul><ul><li>demand generation, inbound marketing, SEO, CRM, sales enablement, social media, lead nurturing </li></ul></ul>Step 3: Find the Conversation
  12. 12. Jennifer’s Groups on MarketingProfs Inside Sales Experts eMarketing Association Network Online Lead Generation Innovative Marketing, PR, Sales…
  13. 13. Build relevant Jennifer ’s Find your real Jennifer ’s online Join the conversation What I’m Asking You To Do?
  14. 14. Thank You! Trish Bertuzzi President Twitter: @bridgegroupinc Learn more about The Bridge Group: http://www.bridgegroupinc.com http://blog.bridgegroupinc.com

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