1. The Basics of B2B Social
Sherri Maxson
Senior Vice President, DMI
@smaxson
2. Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
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The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service,
new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or
delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and
acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
4. B2B – Building value-driven relationships requires we think
about the customer needs
“The company is developing value-driven relationships with its existing customers as well. “We’ve
been incubating and developing our next wave of customer loyalty,” says Comstock, “aligning
ourselves to how our customers make money. Our basic thesis is that if we can make their business
run better, they’re going to be more loyal and have preference for us and value our products. That’s
the next frontier.” Beth Comstock, GE Forbes Built To Last: The Secret To Long-Term Customer Relationships
“Be truthful and keep your commitments. You can really grow your business and career in this way
because people are not looking for you to be perfect. They simply want to do business with
someone they trust and who has their back.” Pyschology Today
“Do onto others as you would have them do unto you” Golden Rule
“If want a good friend, be a good friend” - Dr. Phil
5. But, companies talk more about themselves and their
products
“80% of the companies were primarily focused on
themselves, with information on products and
features but little in regard to the issues their
customers might be facing”
Advertising Age “Marketers Still Struggling To Get Results From Content Marketing” July 2014
6. 91% of B2B marketers use content marketing, but only 37%
say its “effective” Forrester
7. Customers are 57% complete with their purchase even
before they call. They are seek out online content,
conversations and ratings & reviews to help influence who
to call
8. We need to listen, build relationships and engage in real
time, to drive the content & conversations which serve our
customers
Listen
Engage
Measure
Act/Amplify
10. LISTEN: What are your customers saying about your
company, products and services?
11. LISTEN: What are they saying
about themselves?
• Grainger’s customers say “Know Me. Know
my business. Make me look like a hero”
12. LISTEN: Do you know what your customers need along the
B2B purchase journey?
Education
&
Thoughtleadership
Solutions & Product
Suitability
Credentials & Decision
Support
• What’s my problem?
• How do I fix my problem?
• Are you right for me?
13. LISTEN: Do you know where your customers spend their
time to to help you deploy your content & engagement
strategies appropriately?
16. ENGAGE: Create content that’s
relevant
• Miller Electric stays laser focused on what
its customer know best – welding
17. ENGAGE: Engage in events they care about
• Grainger drives 25M organic impressions at its annual Grainger Show
by engaging in real time content and conversations with customers, suppliers
& employees.
23. MEASURE – Measure the metrics that matter, but listen first
Exposure
Influence
Engagement
Action/Conversion
$
Customer
Loyalty & Retention
• Impressions, Reach
• Sentiment, Influencer rating
• Social Actions
• Site traffic, downloads,
webinar attendance
• Sales, brand equity,
decreased product cycles
24. MEASURE & OPTIMIZE
• Listen to your customers - What do they need from you?
• Deliver relevant content and engage where your customers are
•Use paid media to drive reach and scale – this is the new (print/TV/OOH)
• Think outside digital marketing when amplifying content
(brand advocates, trade shows, events, webinars)
Editor's Notes
Key Takeaway: We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.com.
Talk Track:
Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
