Socializing B2B Marketing: Lessons from Industry Leaders

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Webinar presentation for ISBM on how B2B leaders are using social media to strengthen innovation, brand awareness, lead development, sales enablement, and overall marketing productivity, with examples from Cisco, Cree, GE Healthcare, Xerox, and EMC. Highlights lessons learned and a framework for getting started in integrating social media to key B2B marketing priorities.

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Socializing B2B Marketing: Lessons from Industry Leaders

  1. 1. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 1 Socializing B2B Marketing: Lessons from Industry Leaders ISBM Webinar October 27, 2010 Rob Leavitt Principal, Solutions Insights © 2010 Solutions Insights. All Rights Reserved. 2 Today’s Agenda: Learning from the Leaders ●  Social Media in Context ●  B2B Success Stories ●  Lessons from Industry Leaders ●  A Framework for Action
  2. 2. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 2 © 2010 Solutions Insights. All Rights Reserved. 3 The social media opportunity for B2B seems enormous © 2010 Solutions Insights. All Rights Reserved. 4 Amid the crush of tools and channels, figuring out what to do is far from clear Photos: Pietro Zanarini, Web 2.0 Icons; David Singleton, my scream, both via Flickr, Creative Commons Attribution
  3. 3. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 3 © 2010 Solutions Insights. All Rights Reserved. 5 The questions around social media are serious and substantial © 2010 Solutions Insights. All Rights Reserved. 6 Moving forward with social also raises serious organizational issues
  4. 4. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 4 © 2010 Solutions Insights. All Rights Reserved. 7 The challenges of social are exacerbated by more fundamental business changes © 2010 Solutions Insights. All Rights Reserved. 8 Polling Question: How social is your marketing program today?   Nothing yet, just thinking about it   A few experiments, nothing substantial   Strategy in place, starting serious effort   Substantial program with real impact
  5. 5. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 5 © 2010 Solutions Insights. All Rights Reserved. 9 Leaders show that social media can support all aspects of B2B marketing Identify New Opportunities Build Awareness and Interest Strengthen Customer Connections Accelerate Sales Improve Marketing Productivity © 2010 Solutions Insights. All Rights Reserved. 10 Identify New Opportunities: Cisco’s I-Prize Socializes Innovation •  $250K innovation competition for next “billion dollar” business idea •  2,900 participants in “Idea Market” with 824 ideas from 156 countries •  Winning student team from Mexico outlines platform to connect smart objects, people, and information
  6. 6. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 6 © 2010 Solutions Insights. All Rights Reserved. 11 Build Awareness and Interest: Cree’s LED Revolution Socializes Brand Development •  Integrated, educational, and fun campaign for awareness and interest •  2,000 Twitter followers, 1,300 Facebook fans, substantial visibility, extensive interaction • Growing reputation contributes to substantial growth © 2010 Solutions Insights. All Rights Reserved. 12 Strengthen Customer Connections: GE Healthcare’s Next Level Socializes Lead Development •  Thought leadership campaign to drive interest and leads for consulting •  Empower consultants to connect with executives around core problems •  Significant improvement in visitors, connections, and sales discussions
  7. 7. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 7 © 2010 Solutions Insights. All Rights Reserved. 13 Accelerate Sales: Xerox’s Competipedia Socializes Sales Enablement •  Wiki-based tool to gather and use competitive sales information •  Employee training and incentives to post intelligence and create competitive action plans •  Extensive sales force use, satisfaction, and pipeline contribution © 2010 Solutions Insights. All Rights Reserved. 14 Improve Marketing Productivity: EMC| ONE and EMC Community Network Socialize Everything •  Connected communities for employee networking, solutions development, marketing, and customer support •  85,000 members from 171 countries; 3,000 new members / month •  Broader, deeper, and faster insight, teamwork, innovation, and execution
  8. 8. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 8 © 2010 Solutions Insights. All Rights Reserved. 15 Polling Question: Where is your program’s greatest chance to socialize?  Identifying New Opportunities  Building Awareness and Interest  Strengthening Customer Connections  Accelerating Sales  Improving Marketing Productivity © 2010 Solutions Insights. All Rights Reserved. 16 Seven Lessons from Industry Leaders ●  Find the right people ●  Listen, participate, learn…always ●  Strategy is key, but a little goes a long way ●  Patience is a virtue ●  Invest in training ●  Keep customer value first…always ●  Measure what matters
  9. 9. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 9 © 2010 Solutions Insights. All Rights Reserved. 17 Taking the Next Steps: A Framework for Action Scope Out the Situation •  Employees •  Customers •  Competitors •  Influencers Identify Near-Term Objectives •  Learning •  Engaging •  Strategizing •  Experimenting Invest in the Right People •  Marketing and Sales •  Subject Matter Experts •  Support Functions (IT, HR, etc.) •  Business Partners Invest in Priority Initiatives •  Identify New Opportunities •  Build Awareness and Interest •  Strengthen Customer Connections •  Accelerate Sales © 2010 Solutions Insights. All Rights Reserved. 18 Practical Considerations: A Few Keys to Success Governance Data and Insight Content Conversation
  10. 10. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 10 © 2010 Solutions Insights. All Rights Reserved. 19 Potential Starting Points: A Few Ideas to Get Moving ●  Assess the opportunity ●  Set up a listening post ●  Develop clear guidelines ●  Socialize existing content ●  Organize expert engagement ●  Launch/expand a corporate blog © 2010 Solutions Insights. All Rights Reserved. 20 A Final Thought: Social Media supports the META marketing we need ●  B2B Marketing is no longer about messaging, campaigns, collateral, and tools ●  It’s all about META ●  Social Media can ease the transition ●  It’s time to pick up the pace! Mission- Driven Engaging Authentic Thought- Provoking The new META marketing for B2B
  11. 11. Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com 11 © 2010 Solutions Insights. All Rights Reserved. 21 Questions? © 2010 Solutions Insights. All Rights Reserved. 22 Thank you! Rob Leavitt Principal Solutions Insights rleavitt@solutionsinsights.com www.solutionsinsights.com Blog: www.reputationtorevenue.com Twitter: @Robleavitt LinkedIn: www.linkedin.com/in/rleavitt

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