Ideally, you position social media efforts to replicate as much as possible community-oriented buying experience. Help your loyal customers advocate for you. These MVPs advocate for you and should be involved in the solution provided.
Super mature market – Servers and storage – understood the dynamic and disrupted it with UCSListening to customersCustomer is kingSocial listening CONFIRM THAT IT IS OK TO SAY #3 OR #2UCS Awareness Campaign (from GDV “UCS Partner Marketing” deck Oct 2012 – NEED TO VERIFY WHAT IS OK TO SAY EXTERNALLYTarget Audience: Senior IT executives- CIO, VP IT infrastructure, VP of Operations, Enterprise ArchitectBusiness goal: Cisco UCS focused campaign to Increase awareness among C-level audience that Cisco is in the server market with UCSKey Message: Cisco has changed the server game with UCS, through innovations that has transformed data center economics, IT capabilities and business results for customersAdvertising and Media:Country prioritization-US, UK, Australia, China and GermanyPrint, Digital and paid Search and Mobile Q4FY12, Data Center revenue was up 90% y/y and up 42% q/q Q4FY12 UCS bookings grew 58% Y/YQ4FY12 Cisco UCS achieved an annualized revenue run rate of over $1.6BAs of August 2012, we have over 15,800 UCS customers More than half of Fortune 500 companies have invested in Cisco UCS Total number of repeat customers grew from 400 last year to 4,861 this year 347 customers have purchased over $1M and 813 customers have purchased over $500K in UCS product Total UCS Specialized Partners (ATP + UCT + DCA – any overlaps): 1200 (this is double the number vis-à-vis FY11 exit)Total Active Partners Selling UCS Products during FY12: 2600Cisco Unified Computing System (UCS) has moved the industry forward by unifying compute, network, storage access and virtualization into one cohesive systemCisco customers report tangible business results due to transformative improvements in IT efficiency and agilityUCS is designed to solve key customer challenges in the data center Manual solution assembly Inflexible infrastructure Operational friction Virtualization complexity Inefficient scaling Compliance and audit controlHere’s an overview (related to web pages)Data Center marketing teams wanted to better understand their customers and get the most out of content created($$).Usability studies identified top user tasks, performance scores andareas for improvement.No new traffic was created, but existing traffic redirected from the Data Center architecture page, go/dc, the busiest page, driven by launches. (Longer lasting results in user behaviour as opposed to promotion alone). Data Center story was told successfully and in context with products and solutionsOnce users were understood, the designs and changes rolled out quickly.Prior to this project, the primary call-to- action was support content, now the Data Center story, products and solutions get the most click thrus.Approach:Redirect traffic to pages that support sales cycleManage customer experience vs. assetsIntegrated marketing strategy with focus on where customers naturally areDevelop thorough customer understandingStart with low-hanging fruit (high value, low effort changes)Measure success and keep evolving towards your customerResults67% increase in click through’sSpecific pages experienced 2 to 33% rise in trafficSome best practices we would like to share are:Prepare by doing usability testing, stop guessingRedirecting traffic builds longer lasting results than promotion alone.Learning about users creates a basis for a long-term strategyAnd build a long-term, integrated strategy, including a digital marketing mix.iwe.cisco.com/c/document_library/get_file?folderId=396401979&name=DLFE-281918606.pptx
Conversation Not CollateralIt’s not about pushing content outEngagement before Marriage:You don’t always catch customers early in the sales cycle, but can find those in flux, including multiple stakeholders to shape positive influenceEarn respect literally:Develop a mindset of being a revenue marketing center of excellence – accountable, measured marketing practices = successIt’s the company you keep:Put the customer at the center, and work hand in hand across your company’s functions, including sales and customer service
There is so much opportunity in B2B marketing, what they mean for you and specifically what you should do more or less of.We will also share some best practices and hopefully get your creative juices flowing for how you can best capture the new opportunities in B2B marketing.