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Rethink: B2B Marketing

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B2B Social Media marketing needs to monitor B2C and consumer marketing trends more than ever. Why? Because the social web has obliterated the differentiation between B2B and B2C marketing. The ability to drive direct connection with individuals is how B2B now needs to rethink its approach. In this presentation presented live at Click Z New York on April 1, 2014, Geoff Colon, Group Marketing Manager of Social Media at Microsoft explains how companies in the B2B space can use specific trends and tactics to your advantage.

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Rethink: B2B Marketing

  1. 1. Your logo here. Rethink: B2B Marketing
  2. 2. Rethink B2B Marketing • Don’t Tell a Story, Create a Narrative • Planning and Strategy • Digital Reimagination • Stop talking about yourself: Amex Open Forum • A world of Tiny Screens: IBM • Scarcity is a motivator: Bing Ads • Treat your service like a product: Box • This message will self-destruct
  3. 3. Don’t Tell a Story…
  4. 4. Create a Narrative…
  5. 5. There is no end to a narrative…
  6. 6. Why Be Transparent?
  7. 7. Planning and Strategy • “What do we do?” • “For whom do we do it?” • "How do we excel?“
  8. 8. Planning and Strategy “How do we connect directly in an open and connected world?”
  9. 9. Digital Reimagination “Social Media, similar to Mobility, started first in the consumer domain and now has gained significant traction within the enterprise.”
  10. 10. • Amex enables the conversation and fosters the connection between SMBs • They provide the speakers that engage in the hard questions we all ask ourselves as SMBs • No hard sales • Evolutionary by design Stop Talking About Yourself: Amex
  11. 11. B2B borrows best from consumer: • Red Bull enables the conversation and fosters the connection between extreme athletes • They provide the experience • No hard sales • Evolutionary by design Stop Talking About Yourself: Amex
  12. 12. A World of Tiny Screens: IBM • Viral is a myth. Everything is engineered. • By studying behavior and data, the best narrative helped explain IBM’s POV around “storage.” • Views are great, shares are better • Don’t believe the hype on “make good content.” Engineer good content with a plan on how to distribute it for micro-targeted effectiveness
  13. 13. B2B borrowing from consumer: • An engineered “viral” video • By studying behavior and data, the best narrative helped explain Samsung’s POV around “video quality” • Shares were the goal A World of Tiny Screens: IBM
  14. 14. Scarcity is a motivator: Bing Ads • From one idea comes many assets • Figure out the core narrative, create assets to support it • Think micro, not macro • Social as the new product assembly line
  15. 15. Scarcity is a motivator: Bing Ads • From one idea comes many assets • Figure out the core narrative, create assets to support it • Think micro, not macro • Social as the new P2P connector • Assets helped create PR placements
  16. 16. Your service is a product: Box • Linguistics can shape you: • Product vs. Service • Customer vs. Client • Provider vs. Agency • Collective vs. Brand • Growth Hacker vs. Marketer • Global vs. Local • How you define yourself is how your customers define you • Perception is reality
  17. 17. This Message Will Self-Destruct • This data will be outdated in 8 weeks • Constantly tinker, experiment, evolve. Planning and strategy with data is your guide • There is no algorithm. Approach strategy like an ongoing plan
  18. 18. @djgeoffe slideshare.net/geoffreycolon Let’s connect and rethink the world together… Personal: Professional: @bingads slideshare.net/bingads

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