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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: Indium


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

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


              Manufacturing Case Study


                                                                                                Background
                                                                                        Indium is an engineering
                                                                                        firm that manufacturers
                •Manufacturer,                                                          soldering materials and
                Designer & supplier                                                     equipment. Its subject
                                                                                        matter expert engineers
              • Industrial soldering                                                    are respected by
                materials                                                               prospects, and blogging
                                                                                        proved to be the most
               • Electronics assembly                                                   efficient way to deliver their
                 equipment                                                              expertise and personalities
                                                                                        to market. The firm
                                                                                        committed to listening and
                                                                                        developing relationships
                                                                                        from the start.



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


              Blogs & Thought Leadership 2.0

              • Blogging most efficient for lead generation
                                                                                                       St u d y Gu i de
              • “Relationship” started with listening
              • Leveraged existing engineer/research                                                         So c ia l
                community
                                                                                                           Business
              • Allowed engineer experts time to accept
                social business value proposition                                                          Highlights
              • Engineers’ expertise a magnet for prospects
              • Blogging and video worked well together
              • Search results & leads “through the roof”
              • Cut trade show costs 400%



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


              Blogs Connect Engineers & Prospects

              • Increased firm commitment with strategy,
                                                                                                       St u d y Gu i de
                defined mission and goals
              • Blogs packed a potent combination;                                                         Lessons
                thought leadership and interactivity
                among readers and firm experts                                                              Learned
              • Met experts’ objections with patience
              • Forms/process made blogging easier
              • Let bloggers be “real” with pictures & emails
              • Anticipate global community
              • Show transparency & trust by sharing
                your blog strategy & results


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


              Blogs Core to B2Bs’ Ecosystem

              • Social business usually doesn’t change
                                                                                                       St u d y Gu i de
                what you share but how
              • Blogs’ ROI often dwarfs white papers’
                                                                                                           Insights
              • Be careful with measures; B2B readers
                often use email rather than blog comments
              • Trust dramatically increases the value of
                the information you share
              • Critical success factors:
                 – Plan for a steady adoption path: use strategy
                   to lay out goals, measures and scale-up
                 – Commit to being open, sharing information
                   readers want and interacting
                 – Let bloggers be themselves; it’s not “a job”


05/05/2012                Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities              6
Copyrighted
 material


              Blogs & Thought Leadership 2.0

              •   Marketing led Indium's blogging initiative, and their goal was to drive
                  down marketing costs by connecting with prospects and clients. But it                      St u d y Gu i de
                  wasn't easy to convince engineers to blog because they considered it
                  frivolous.
              •   Engineers valued traditional, high-investment white papers, so
                  Marketing had to explain blogs' value proposition in engineers'
                                                                                                                 Detail1
                  language; they used quantitative metrics, for example time required to
                  new lead, money per new lead and reuse percentage. Indium began
                  slowly, with a prominent engineer writing thought leadership posts
                  that prospects and clients loved.
              •   Marketing proved blogging had the highest value, and they grew the
                  effort by organizing simple forms to make blogging easier. Today
                  Indium has 73 blogs (and counting); blogs are the core of their
                  ecosystem, and SEO and leads have gone through the roof. They
                  also use videos to highlight some of the blogs' key themes. They've
                  found that engineers' personalities and knowledge are magnets for
                  prospects.
              •   Indium's cost of relationship has fallen sharply, and trade show costs
                  have fallen 400%; they now show up with a small, bare booth and just
                  continue blog conversations. They get the same number of leads at
                  one fourth the cost.



05/05/2012                      Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities             7
Copyrighted
 material


              Blogs Connect Engineers & Prospects

              •   Define a business mission, commit to realistic goals, and build. B2B
                  prospects want high-value information, so learn how to give it to them.                     St u d y Gu i de
                  Plan on a period of exploration; you'll rarely get it perfect the first time.
              •   Blogs put thought leadership on steroids; the information is easier to
                  find, and people can interact right out of the box. Blogs are content-
                  rich and ideal to serve as the core of your ecosystem.
                                                                                                                  Detail2
              •   Tackle thought leaders' objections honestly, and solve them together.
                  Related to this, recognize that most people are afraid of writing, so
                  help them by organizing simple input procedures. Finally, anticipate a
                  global audience; today, Indium blogs in Chinese as well as English.
              •   Social business doesn't fundamentally change *what* information
                  your clients value and why; it *does* change how you deliver it and
                  how you interact. Firms that get this shift first will profit enormously.
              •   B2B prospects have two main channels of value: first, information
                  about relevant aspects of their business problems, along with insight
                  into how to apply it. Trust is the second channel; it magnifies the first
                  channel because it lets prospects gauge how seriously they may
                  value the information. B2B blogs can deliver both in spades--very
                  economically.
              •   Don't be thrown off by using "social media" metrics: Indium's blog
                  readers often respond via email rather than using public comments..
                  because they don't want competitors to know what they're thinking.

05/05/2012                       Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities             8
Copyrighted
 material


              Blogs Core to B2Bs’ Ecosystem

              • Watch the video
                                                                                                       St u d y Gu i de
                 – http://youtu.be/vAMNiBtZGPw

              • Case study home page                                                                        Mo re
                 – http://tinyurl.com/sbscaseindium
                 – 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
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
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

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B2B Social Business Case Study Guide: Indium (Manufacturing)

  • 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: Indium Part2: B2B Case Studies Manufacturing | Healthcare | Supply Chain | Financial Services 05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson
  • 3. Copyrighted material Manufacturing Case Study Background Indium is an engineering firm that manufacturers •Manufacturer, soldering materials and Designer & supplier equipment. Its subject matter expert engineers • Industrial soldering are respected by materials prospects, and blogging proved to be the most • Electronics assembly efficient way to deliver their equipment expertise and personalities to market. The firm committed to listening and developing relationships from the start. 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 3
  • 4. Copyrighted material Blogs & Thought Leadership 2.0 • Blogging most efficient for lead generation St u d y Gu i de • “Relationship” started with listening • Leveraged existing engineer/research So c ia l community Business • Allowed engineer experts time to accept social business value proposition Highlights • Engineers’ expertise a magnet for prospects • Blogging and video worked well together • Search results & leads “through the roof” • Cut trade show costs 400% 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 4
  • 5. Copyrighted material Blogs Connect Engineers & Prospects • Increased firm commitment with strategy, St u d y Gu i de defined mission and goals • Blogs packed a potent combination; Lessons thought leadership and interactivity among readers and firm experts Learned • Met experts’ objections with patience • Forms/process made blogging easier • Let bloggers be “real” with pictures & emails • Anticipate global community • Show transparency & trust by sharing your blog strategy & results 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 5
  • 6. Copyrighted material Blogs Core to B2Bs’ Ecosystem • Social business usually doesn’t change St u d y Gu i de what you share but how • Blogs’ ROI often dwarfs white papers’ Insights • Be careful with measures; B2B readers often use email rather than blog comments • Trust dramatically increases the value of the information you share • Critical success factors: – Plan for a steady adoption path: use strategy to lay out goals, measures and scale-up – Commit to being open, sharing information readers want and interacting – Let bloggers be themselves; it’s not “a job” 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 6
  • 7. Copyrighted material Blogs & Thought Leadership 2.0 • Marketing led Indium's blogging initiative, and their goal was to drive down marketing costs by connecting with prospects and clients. But it St u d y Gu i de wasn't easy to convince engineers to blog because they considered it frivolous. • Engineers valued traditional, high-investment white papers, so Marketing had to explain blogs' value proposition in engineers' Detail1 language; they used quantitative metrics, for example time required to new lead, money per new lead and reuse percentage. Indium began slowly, with a prominent engineer writing thought leadership posts that prospects and clients loved. • Marketing proved blogging had the highest value, and they grew the effort by organizing simple forms to make blogging easier. Today Indium has 73 blogs (and counting); blogs are the core of their ecosystem, and SEO and leads have gone through the roof. They also use videos to highlight some of the blogs' key themes. They've found that engineers' personalities and knowledge are magnets for prospects. • Indium's cost of relationship has fallen sharply, and trade show costs have fallen 400%; they now show up with a small, bare booth and just continue blog conversations. They get the same number of leads at one fourth the cost. 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 7
  • 8. Copyrighted material Blogs Connect Engineers & Prospects • Define a business mission, commit to realistic goals, and build. B2B prospects want high-value information, so learn how to give it to them. St u d y Gu i de Plan on a period of exploration; you'll rarely get it perfect the first time. • Blogs put thought leadership on steroids; the information is easier to find, and people can interact right out of the box. Blogs are content- rich and ideal to serve as the core of your ecosystem. Detail2 • Tackle thought leaders' objections honestly, and solve them together. Related to this, recognize that most people are afraid of writing, so help them by organizing simple input procedures. Finally, anticipate a global audience; today, Indium blogs in Chinese as well as English. • Social business doesn't fundamentally change *what* information your clients value and why; it *does* change how you deliver it and how you interact. Firms that get this shift first will profit enormously. • B2B prospects have two main channels of value: first, information about relevant aspects of their business problems, along with insight into how to apply it. Trust is the second channel; it magnifies the first channel because it lets prospects gauge how seriously they may value the information. B2B blogs can deliver both in spades--very economically. • Don't be thrown off by using "social media" metrics: Indium's blog readers often respond via email rather than using public comments.. because they don't want competitors to know what they're thinking. 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 8
  • 9. Copyrighted material Blogs Core to B2Bs’ Ecosystem • Watch the video St u d y Gu i de – http://youtu.be/vAMNiBtZGPw • Case study home page Mo re – http://tinyurl.com/sbscaseindium – 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