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B2B Social Business Case Study Guide: Jefferson Financial

Social business will begin disrupting B2B sales & marketing in 2012, and CSRA's Social Business Education Series shows executives how to take advantage of it. This financial services case study shows how Jefferson Financial, which sells variable annuities to investors through investment advisors, grabbed significant market share by using a combination of LinkedIn, Facebook, Twitter and legacy media and marketing.

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CSRA Social Business Education
Series


How Social Business Is Changing
the Game in B2B: Sales,
Marketing, Human Resources,
Product Development and Others


2012 Roadshow

http://www.socialbusinessservices.biz/resources/
Enterprise Social Business Strategy & Execution
   Christopher S. Rollyson and Associates
   Plan | Learn | Scale | Integrate | Manage




                      Social Business Disruption
                      of B2B Sales and Marketing

                         Study Guide: Jefferson Financial


                                  Part2: B2B Case Studies
                       Manufacturing | Healthcare | Supply Chain | Financial Services

05/05/2012                            Entire contents © 2006-2012 by Christopher S. Rollyson
Copyrighted
 material


              Financial Services Case Study


                                                                                                Background
                                                                                        Jefferson Financial
                                                                                        packages and sells
                •Life insurance                                                         variable annuities to
                company                                                                 investors through
                                                                                        investment advisors, its
              • Provides variable
                                                                                        channel. Jefferson's story
                annuities to investors
                                                                                        is B2B2C because it used
               • Investment advisors are                                                social business to reach
                                                                                        advisors and investors.
                 their channel




05/05/2012               Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities         3
Copyrighted
 material


              Engage Channel with LinkedIn, Twitter

              • Integrated social business with sales
                                                                                                      St u d y Gu i de
                team and legacy PR & events
              • Taught investment advisors to use                                                           So c ia l
                LinkedIn to generate referrals,
                dramatically boosting engagement                                                          Business
              • Took extensive market share from
                competitors                                                                               Highlights

              • Engaged investment advisor channel
                and their prospects




05/05/2012               Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities                 4
Copyrighted
 material


              Connect Channel with Prospects

              • Boosted channel engagement by
                                                                                                      St u d y Gu i de
                helping them reach their prospects
              • Don’t assume people know how to use                                                       Lessons
                social platforms; give them support
              • Use social business to support high-                                                      Learned
                priority initiatives
              • Social business often synergizes well
                with legacy processes




05/05/2012               Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities             5
Copyrighted
 material


              Social Business Powerful in B2B2C

              • It’s likely your channel doesn’t know how
                                                                                                       St u d y Gu i de
                to use social business with their prospects
              • B2B brands have a rare opportunity to                                                      Insights
                go B2B2C with social, collaborating with
                their channel to reach end prospects
              • Social business can create new revenue
                for the channel whose commitment to
                the brand increases
              • Critical success factors:
                 – Build on strategy to get your true value to
                   the channel and their prospects
                 – Support your channel in learning social
                 – Build on trust; no end runs


05/05/2012                Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities              6
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B2B Social Business Case Study Guide: Jefferson Financial

  • 1. CSRA Social Business Education Series How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Resources, Product Development and Others 2012 Roadshow http://www.socialbusinessservices.biz/resources/
  • 2. Enterprise Social Business Strategy & Execution Christopher S. Rollyson and Associates Plan | Learn | Scale | Integrate | Manage Social Business Disruption of B2B Sales and Marketing Study Guide: Jefferson Financial Part2: B2B Case Studies Manufacturing | Healthcare | Supply Chain | Financial Services 05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson
  • 3. Copyrighted material Financial Services Case Study Background Jefferson Financial packages and sells •Life insurance variable annuities to company investors through investment advisors, its • Provides variable channel. Jefferson's story annuities to investors is B2B2C because it used • Investment advisors are social business to reach advisors and investors. their channel 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 3
  • 4. Copyrighted material Engage Channel with LinkedIn, Twitter • Integrated social business with sales St u d y Gu i de team and legacy PR & events • Taught investment advisors to use So c ia l LinkedIn to generate referrals, dramatically boosting engagement Business • Took extensive market share from competitors Highlights • Engaged investment advisor channel and their prospects 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 4
  • 5. Copyrighted material Connect Channel with Prospects • Boosted channel engagement by St u d y Gu i de helping them reach their prospects • Don’t assume people know how to use Lessons social platforms; give them support • Use social business to support high- Learned priority initiatives • Social business often synergizes well with legacy processes 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 5
  • 6. Copyrighted material Social Business Powerful in B2B2C • It’s likely your channel doesn’t know how St u d y Gu i de to use social business with their prospects • B2B brands have a rare opportunity to Insights go B2B2C with social, collaborating with their channel to reach end prospects • Social business can create new revenue for the channel whose commitment to the brand increases • Critical success factors: – Build on strategy to get your true value to the channel and their prospects – Support your channel in learning social – Build on trust; no end runs 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 6
  • 7. Copyrighted material Engage Channel with LinkedIn, Twitter • Jefferson used an integrated approach by tripling the size of its sales team and by using LinkedIn, Twitter, YouTube and Facebook. St u d y Gu i de • It engaged legacy media and local government by leveraging the 95 local jobs it created into events and media mentions; it magnified these with Twitter and Facebook. Detail1 • Even more innovative: it offered webinars to investment advisors on how to use LinkedIn to generate interest and boost referrals from investors. Social business was key to enabling Jefferson to grab market share during the 2008-2010 recession. • If you want to show your channel you care, help them reach their prospects. As Jefferson suggests, Investment Advisors showed their gratitude by thinking of Jefferson's annuities more often when talking with their prospects and clients. • Secondly, don't assume that people know how to use social technologies; most people think "Facebook is easy," but very few people know how to use platforms to increase trust, relationship and business. 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 7
  • 8. Copyrighted material Engage Channel with LinkedIn, Twitter • Finally, social business often works well with high priority initiatives and legacy processes. The key to creating synergy is to focus on St u d y Gu i de prospects, not your firm, and to assess your firm's realistic ability to deliver value--from prospects' point of view, not yours. • Very few B2B brands or business partners are using social business, so most channels are ripe for learning. As Jefferson suggests, the Detail2 brand increases its chance of success when it understands its true value, in terms of the channel and their prospects and clients. In 2012, brand value may well have changed. • Most brands' channels represent many product lines. Brands that help their channels achieve meaningful results with social business have an opportunity to increase channel loyalty significantly--and drive uncommon boosts in revenue. • Social business removes communication barriers, so it often disrupts legacy relationships among brands, their channels and end clients. Impartial, rigorous strategy goes a long way in mitigating the risks of channel confusion. By the way, social business is coming to all brands' parts of the world at some point, so the only question is when--not if--they will have to figure it out. 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 8
  • 9. Copyrighted material Social Business Powerful in B2B2C • Watch the video St u d y Gu i de – http://youtu.be/xZDRI82Y_3U • Case study home page Mo re – http://tinyurl.com/sbscasejefffin – Podcast (audio only) (L i n ks ) – Other B2B case studies – More insight into business drivers – Action steps • Catch the whole series – http://www.socialbusinessservices.biz/resources 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 9
  • 10. Copyrighted material CSRA Social Business Education Series How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Resources, Product Christopher S. Rollyson Development and Others Managing Director CSRA chris@rollyson.net +1.312.925.1549 http://about.me/csrollyson http://rollyson.net/consulting Part1: The Dynamics of Change Part2: B2B Sales & Marketing Case Studies Resources Part3: Action Steps: Evolving Sales & Marketing 2012 Roadshow http://www.socialbusinessservices.biz/resources/ 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 10
  • 11. Copyrighted material Social Business Services http://www.socialbusinessservices.biz/resources/ How to evolve sales and marketing 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 11