Social Marketing to the Business Customer: It's Time to Get Serious About B2B"


Published on

With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.

This presentation by Paul Gillin and Eric Schwartzman, co-authors of Social Marketing to the Business Customer, was presented to the PRSA Digital Impact conference in New York on May 5, 2011.

Published in: Business, Technology
1 Comment
1 Like
  • Nice presentation. Here is something on why we think the existing social media is not for B2B.

    B2B platform for SMEs
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • PG &ES alternate on bullet points. PG to startGroup ConsensusAs the amount of the purchase increases, so does the number of purchasing decision makers on the stakeholder committee. The more people there are to sell to, the more questions there are to answer and the more unique stakeholder concerns there are to alleviate.Long-term relationships In a few B2C categories, such as telecommunications and automotive, relationship weighs into purchasing decisions. Put most B2C purchasing decisions are emotional and impulsive. When it comes to B2B purchasing decision, dependability, accessibility and quality control – all of which are long-term concerns – and the factors on which purchasing decisions are made. B2B marketers can demonstrate a long-term approach by regularly publishing useful, buyer oriented content on their websites, and discussing that content on social media channels.Intense need for info: In the world of consumer electronics, it is not uncommon to purchase a product without having complete information about how it operates. In the world of B2B purchasing, this doesn’t happen. Engineers, purchasing managers, account executives and the C suite may all have questions. They sales cycle is the process by which they’re answered. Google has shortened or patience thresh hold. At this point, not providing buyers with the information they need to make an informed purchasing decision is bordering on incompetence. According to web usability analyst Jakob Nielsen, of people can’t find the information they need to do business with you on your website, your reputation takes a hit. People expect to be able to find what they need on a self service basis on your site. Those B2B markets that provide will out maneuver their competitors.
  • PG
  • PG
  • PG
  • PG
  • ESOffline channels are untraceable Online Interactions are recorded Online Interactions are discoverable Aggregated Online Interactions Become Research Panels
  • ES More with Less Bytes are Cheaper than Bits Bytes are More Environmentally Responsible Bytes are Easier to Change Bytes are on DemandBut we've only just scratched the surface of how activity streams integrated into work flow processes will fundamentally change the way we collaborate. Within organizations, there is a need for information to flow more freely. But often there are peculiar, archetypal boundaries inside organizations that restrict those flows. E-mail was specifically designed as a point-to-point communication channel. You can add other people, but there's no way to send messages to everybody. That's is the problem that the social Web solves. Rather than force a message into everyones inbox, social media makes it possible for information to be discoverable, either through search or through modeling activity streams. Social media reduces the loss of fidelity and the friction associated with replicating information within organizations.The results of 2011 Chatter customer survey: 28% fewer meetings 32% less email 50% said they could find information faster
  • PG
  • ES
  • PG
  • ES
  • ES
  • PG
  • ES
  • PG
  • ESSmart phone usage and mobile search continue to grow, with analysts predicting nearly 3.5 billion mobile searches per month by next year.And already, 80% of smart phone users research purchasing decisions within a 10 to 20 mile radius of their location, which certainly makes sense if you’re shopping for pizza or tires.But what if you’re a B2B buyer of highly specialized products and services? What role does or will mobile play in B2B sales cycles?Is Face-to-Face Important? - If the in-person pitch is an important component of your sales process, you can use geodata to get squeeze more value out of your travel budget. Check out Hoover’s Near Hear app for iPhone, which lets you search companies not just by annual revenues or type, but by proximity as well. Use that intelligence to schedule more new business meetings per square mile with qualified prospects when your sales reps hit a given market.2. Is Your Product Heavy? - With the price of crude at more than $100 a barrel and shipping rates climbing, imagine the incentives B2Bs suppliers of heavy, raw materials like plastic resin or steel alloy, or even bulky materials like plastic containers or packaging supplies, could pass along to their customers if they knew where their closest ones were? Hoover’s announced plans to integrate Linkedin into their database in January, which means marketers will have the chance to open doors through proximity and relationships, rather than just cold calls.
  • ES3. Is Your Product an Impulse Purchase? - If you’re selling something that doesn’t require the sign-off of a committee, like office or lunch room supplies, then customers are searching for your products on the mobile web already. Optimize your website for local search by registering with Google Places, Bing Local and Yahoo! Local, as well as paid services like Universal Business Listings and LocalEZE. And add a geotag to the landing pages you’d like to steer mobile browsers to.4. Are You a Local Service? – Yelp connects people with local businesses via web and mobile search. Using their smart phone app, you can search for local couriers, notaries, printers, and shipping services by their distance to you, customer rating, price or hours of operation. For these companies, proximity and positive customer feedback are critical to the success of their mobile marketing efforts,. For service providers, mobile is local, and mobile is social. Service providers who take walk-in customers might also consider extending their hours of operation to get found beyond 9 to 5. You can register on Yelp yourself.
  • PG
  • ES
  • ES
  • PG & ES
  • Social Marketing to the Business Customer: It's Time to Get Serious About B2B"

    1. 1. Social Marketing to the Business Customer<br />Getting Serious About B2B<br />Cinco de Mayo<br />Paul Gillin<br />Eric Schwartzman<br />
    2. 2. Lead Gen Excellence<br />73 blogs<br />17 bloggers<br />600% jump in leads<br />Top quality<br />“Get engineers talking to engineers and get everyone else out of the middle.”<br />Rick Short, Marcom Director<br />
    3. 3. <ul><li>Value-drive decision-making
    4. 4. Group consensus
    5. 5. “Bet the business”
    6. 6. Long-term relationships
    7. 7. Audience is knowledgeable, engaged, serious
    8. 8. Intense need for information</li></ul>How is B2B Different?<br />
    9. 9. Investing in Digital<br />Source: EMarketer<br />
    10. 10. Blogs Work Best in B2B<br />2011 State of Inbound Marketing Study<br />
    11. 11. New World Prospecting<br />OUTBOUND <br />Bottom-up lead gen<br />Enhanced lead qualification<br />Multiple points of engagement<br />INBOUND <br />SEO<br />Blogs<br />Twitter<br />Content Premiums<br />Word of Mouth<br />
    12. 12. Selling Social Media: Defining Strategy<br />
    13. 13. Shock & Awe<br />
    14. 14. Lower Cost per Lead<br />2011 State of Inbound Marketing Study<br />
    15. 15. Selling Social Media: Offline vs. Online Tactics<br />Public Gatherings<br />Social Networks<br />Broadcast<br />Blogs<br />Print<br />Media Buys<br />
    16. 16. Selling Social Media: Productivity Gains<br />
    17. 17. Quotes from the Thought Leaders<br />"Fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways .”<br />McKinsey survey of 3,249 executives<br />“Companies that are highly effective at communications had 47% higher total returns to shareholders over the last five years compared with the firms that are the least effective communicators.”<br />A survey by Towers Watson of 328 large employers<br />
    18. 18. Collect Real World Evidence<br />
    19. 19. Search: Are You Ranking?<br />
    20. 20. Social Networks: Are Buyers Asking Questions?<br />
    21. 21. Social Networks: Are Your Employees Online?<br /><ul><li>Look for early adopters on Linkedin
    22. 22. Evaluate their sophistication by checking group memberships and recommendations
    23. 23. Search Google for influencers at your company using Twitter</li></li></ul><li>Social Networks: Are Your Trade Media Online<br />
    24. 24. Social Networks: Position Social Media as an Extension<br />Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter. <br />
    25. 25. Selling Social Media: Show Evidence of the Community<br />
    26. 26. Forums: Or Are They Conversing on Niche Nets?<br />
    27. 27. Demonstrate Authority<br />Today, you can take your message directly to your constituents without relying upon media intermediaries<br />And why would you not want to do that?<br />
    28. 28. Enhance Visibility<br />Screenshot to come<br />(site currently down)<br />“I have an e-mail on my wall from a company that asked us to bid on a nine-figure next to a sign that asks ‘Is there any value in blogging?’”<br />Jim Cahill<br />Emerson Process Experts<br />
    29. 29. B2B Social Media: Linkedin Signal<br />
    30. 30. B2B Social Media: Linkedin Signal<br />
    31. 31. B2B Social Networking Case Study: SAP<br />About the SAP Community Network<br />
    32. 32. What’s Next? Smart Phones and Tablets<br />The Untethered Executive | Forbes <br />
    33. 33. B2B Mobile Marketing<br />
    34. 34. Mobile is Local and Social<br /><br />
    35. 35. Choosing Metrics that Matter<br />
    36. 36. Multi Channel Funnels<br />
    37. 37. Investing in Digital Literacy<br />
    38. 38. Thank You<br />Paul Gillin<br />DOWNLOAD THE DECK<br /><br />Eric Schwartzman<br />