MIE B2B presentation

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How can you make your B2B brand travel cross platform, cross customer and cross countries.

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MIE B2B presentation

  1. 1. Workshop Social Selling B2B 7-2-2012
  2. 2. Even voorstellenBerd Warmelts Gijsbregt VijnB2B Marketing Expert Brand/ business creator
  3. 3. Waarom bent u hier?Hoe krijg ik met social media meer sales in B2B?
  4. 4. B2B brand & businessesHow it used to be:You controlled the conversation
  5. 5. B2B brand & businessesHow it is now: More transparency More conversation 24/7 They (co) control the conversation
  6. 6. De customer journeyWaardraait het nu echtom?Goedplaatje maar hoe doe je dit?
  7. 7. De dagelijkserealiteit• We gebruiken social media eigenlijk als reclamezuil..• We hebben geen groter verhaal waar onze content in past.• We weten niet goed wat ons onderscheid van de concurrentie.• Sales en marketing werken niet samen• Budget altijd moeilijk• Marketing wordt gezien als sales support (teveel staf, te weinig lijn)
  8. 8. Breng leads!!!!!!!
  9. 9. Waar is de HOLY GRAIL?
  10. 10. De ‘HOLY GRAIL’ BESTAAT NIET• It‟s not the social media• It‟s not the metrics• It‟s not the brand• It’s the full package fool!!
  11. 11. ‘THE FULL PACKAGE’ STORY & •INSIGHTS •DMU BUYER PERSONA PROMISE •LIKES/ SEO/SEA/CTRL/MINING/GOOGLE •Positioning •MARKETING AUTOMATION •Proposition •Story of the brand •Content marketing NEEDS DATA
  12. 12. De ‘HOLY GRAIL’ BESTAAT NIET STORY & •INSIGHTS •DMU BUYER PERSONA PROMISE •LIKES/ SEO/SEA/CTRL/MINING/GOOGLE •Positioning •MARKETING AUTOMATION •Proposition •Story of the brand •Content marketing NEEDS DATA
  13. 13. Verhaal van vandaag1) Needs2) Promise & story3) How to communicate
  14. 14. 1. Needs
  15. 15. 1/3 Watzoekt de klant• We hebben geen zin in kopjes koffie met de verkoper.• Op de website van de leveranciers staat niks waar ik wat aan heb.• We zoeken oplossingen, geen producten.• We zoeken experts die ons helpen met het oplossen van onze vragen.• Ze gebruiken socialmedia a-social NEXUS B2B SURVEY 2012/ 2013
  16. 16. 2/3 Hoe vind de klantzijninformatie?Word of Mouth” and “Web Searches” are both the most frequentlyusedandthe most useful sources of information for B2B marketeers.70% of B2B buyers use search as starting point/ 75% click on organic links.Whensocialnetworks do play a role in the buyingprocess, they mostcommonly show up in the last stage of finalbuyerselection. This isespeciallytrue of Twitter.Presumablybuyerstweetlookingforjustifyingopinionsandrecommendationsbefore making a finalchoice.Too manysocialstrategiesusedby B2B marketers usesocial media onlyfor“company-to-buyer” communications. Source: buyersphere 2012
  17. 17. 3/3 Welke media vertrouwdhij het meest? Source: EDN 2011/2012
  18. 18. Hoe gaat je klantom met media?
  19. 19. 2/3 Hoe vind de klantzijninformatie? Twenty-somethingbuyers are 200% more likely to usesocial media somewhere in the buyingprocess (49%) thanthirty-somethingbuyers, and almost 400% more likelythanthoseaged 51+. Google lanceert vandaag „purchasingmarket‟ place voor B2B suppliers: „Google shoppingforsuppliers‟.
  20. 20. Start with needs not products
  21. 21. 2. Story & promise
  22. 22. What’s a story?It‟swhatpeopletellothersaboutyourbrand.It‟s whatyou wantthemtotellothersaboutyour brand.
  23. 23. B2B merkpyramide ISP The why of the brand Inspirationalselling point The how of the brand emotionalvalues ESP The how of the brand Emotionalselling point USPUSP The what of the brand The what of the brand Unique selling point functionalvalues HUIDIGE ORGANISATIE NIEUWE ORGANISATIE
  24. 24. Why a whyRational.Facts. Features.Feelings.Emotions.Loyalty. Trust.Decisionmaking.
  25. 25. Story platform of the brand (thoughtleadership) The why Story platform of the brandFor businessesto Inspirationalselling Participate in. point The how of the brand emotionalvalues The how of the brand Emotionalselling point USP The sellingpoint The what of the brand whatof the brand Unique functionalvalues
  26. 26. Story framework of the brand The why Story platform of the brandFor businessesto Inspirationalselling Participate in. point The how of the brand emotionalvalues The how of the brand Emotionalselling point USP The what of the brand The what selling brand Uniqueof thepoint functionalvalues
  27. 27. Story framework of the brand The ISP Story platform makespeoplebelieFor businesses to ISP participate in. The why ve in you. That is of the brand a big influencefor Inspirationalselling point engagement and The how of the brand loyaltybeyondreas emotionalvalues ESP on. The how of the brand Emotionalselling point USPUSP The what of the brand The what of the brand Unique selling point functionalvalues Trust &Relevance
  28. 28. And then…. get it on an A4 and startcommunicating Just one boiler plate/ „Press release‟ In total 10 sentencesthatliberates and activates your brand.
  29. 29. 3) How to communicate
  30. 30. 6) B2B mediamixIt is not only about media. So don‟t think Twitter, Facebook, stumble upon,Digg, Linkedin, etc. will bring miracles:It‟s about the right content, at the right time to the right business throughthe right channel!!Not easy…
  31. 31. 1) Customer journey Pinpoint the challenge VOORTRAJECT BETROKKENHEI ACTIVEREN D ORIENTATIE CONVERSIE PROMOTEN VERBINDENMOMENTS OF TRUTHGebaseerd op McKinsey/ Forrester model NATRAJECT
  32. 32. 2) Develop story: Multifeel branding® Campaign idea Campaign story The mid segment of the market VS Sub- storie Sub- storie Sub- storie Sub- storie Sub- storieOne story different ways to tell it.Better content = More relevance = more impact = Target Target Target Targetmore involvement= more virality = stronger brand 1 2 3 4
  33. 33. 4) Get your basics right and make it travel Big push Meerdere relevante verhaallijnen (blogs + pr)
  34. 34. 3) Customer journey Pinpoint the challenge Goal: Awareness/ Impact Goal: Interaction/leads Traditional VOORTRAJECT Owned media/ social/ advertising/brochures/ digital/ content marketing/ Targetted paid/ search sales force Adwords/ Trade Mobile/ trade shows BETROKKENHEI shows/Guerilla/ PR ACTIVEREN D Goal: win business Personal ORIENTATIE CONVERSIE Salesforece Owned media Goal: Ambassadors Social, word of mouth, PROMOTEN VERBINDEN salesforce, content Goal: Repeating business marketing Email// Sales force , email, contentMOMENTS OF TRUTH marketing &social NATRAJECTGebaseerd op Mckinsey/ Forrester model community
  35. 35. 4) Know what they talk about and monitor
  36. 36. Océ caseStep 1The challenge.
  37. 37. Océ caseStep 2Determine the why.
  38. 38. Océ caseStep 3Emotional contract.
  39. 39. Océ caseStep 4Campaign concept.
  40. 40. Océ web film
  41. 41. Océ bikes only
  42. 42. Océ caseMicrosite.
  43. 43. Océ caseSocial media.
  44. 44. Océ caseCase overview.
  45. 45. Océ caseCase results.
  46. 46. Rabobank uitdaging bij startende ondernemers RABO VISIE: ‘Samen ONZE KIJK OP DE bereik je meer WERELD dan alleen’ COÖPERATIEVE OPVATTINGEN: ‘Verbinden Hoe bereik je de met de klant, startende ONZE OPVATTING de samenleving, WAAR NAAR WE de toekomst ondernemer in zijn HANDELEN en elkaar’ online oriëntatie MERKWAARDEN: Betrokken proces? ONZE MENTALITEIT Dichtbij Toonaangevend
  47. 47. De corporate website is pas relevant in eenlater stadium van het koopproces 31 januari 2013 52
  48. 48. 1e poging: de lokale starterscommunity
  49. 49. Failfast, faildeep but failcheap
  50. 50. Daarna: Ikgastarten.nl 31 januari 2013 55
  51. 51. Ikgastarten nieuwsbrief
  52. 52. Twitter account
  53. 53. Succes ikgastarten Site in top-3 meest bezochte sites voor startende ondernemers Hoge conversie naar de Rabobank site * Goed voor imago Rabobank onder startende ondernemers ** Cijfers vertrouwelijk
  54. 54. Social selling werkmodel
  55. 55. Social sellingDe vijfstappennaarrelevantie en groeiStap 1: Bepaalwaar je merkvoorstaatvoor de langetermijn? ISP/ ESPStap 2: Kies je doelgroep (denk in meerderesegmenten, watzijnhunbehoeftes,mediagedrag etc.)Stap 3: Bepaal/ aanscherpenusp/ product/ marktpropositie (BBB)Stap 4: Bepaal je customer journey/ focus in de customer journeyStap 5: Bepaal je content en contactstrategie (watga je zeggen, wanneer en tegenwie)
  56. 56. Social selling in a day!Van belofte en story naareen content en kanalenstrategie in één dag.Groep van 6-8 marcom ExpertsMoet je je welgoedvoorbereiden!!!Speciaal MIE aanbod Euro 5.000,- exl. btw(excl. catering + org.)
  57. 57. Meer info: Social Selling AgencyBerd Warmelts0610279998berd@nexusb2b.nlGijsbrecht Vijn0655123673Gijsbregt@lemonscentedtea.com
  58. 58. Thank you for your time
  59. 59. Tip: verlaat de zaal en volg de A-Z guidetoSucces van Chris Lake!Audience: thinkaboutaudiencesratherthancustomersBranding: defineyour brand terms.Content: the ongoingproduction of compelling content thatappealsto tour target audience is what content marketing is allabout.Distribution: Optimizeyour content forYouTube, Pinterest, Twitter, facebookandLinked-In.Evergreen content: evergreen content never growsold.Focus: a pre-defined editorial scope is essential.House Style: Consistency of toneans spelling is important.Inbound Links: The best way to rank well is toproducelots of unique, high value content.Jargon: avoiditlike the plaque.Keep it real: Be honest, admitmistakesandapologiseifnecessary.Lead Generation: is a primary goal for content marketeers.Metrics: defineyourKPI‟s en track them.Narrative: what is your story? What ar yourvalues? What is your brand tryingtocommunicate?Originality: rebloggingsucks. Me-toosucks. Scrapingsucks. The very best, most powerfull content is uniqueandhighlyoriginal.PR: Press Releases are still a part of relasingyournewsto the world.Quations: Collequesshould me minedforideadtotunrinto content.Reporting: there are 19 content marketing tools to track your performance.Soclal: BuildSocial Networks.Tools: Use Google AnaliticsandTopsy.User Experience: Content marketeers should have a deepunderstanding of their users.Virality: the production of highlyshareable content is a fundamental goal for content marketing professionals.Web Audits: measure, improveand benchmark your website.X-rayVision: Be aware of emerging trends. Director of Product DevelopmentYourExistingCustomers: digital marketingseemstobepaying more attention toretention.Zappa: read the blog! at Econsultancy

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