ITSMA's 2010 Marketing Leadership Forum - Highlights


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Highlights from ITSMA's 2010 Marketing Leadership Forum. With topics such as Technology Marketing, Social Media, Thought Leadership, Client Relationship Programs, etc.

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ITSMA's 2010 Marketing Leadership Forum - Highlights

  1. 1. Highlights<br />
  2. 2. Technology Marketing in the Era of the Empowered<br />Josh Bernoff<br />Senior Vice President, Idea Development<br />Forrester Research<br />(And co-author of Groundswell and soon to be released Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business) <br />
  3. 3. Technology Marketingin the Era of the Empowered<br />Four steps to build customer influence: <br />Identify mass influencers <br />Delivery groundswell customer service <br />Empower with mobile information <br />Amplify your fan activity<br />Service marketers, do you know which of your customers are influencing others? <br />6.2% of people online account for 80% of influence impressions<br />62% of mass influencers for tech purchases use mobile apps <br />B2B marketers have to:<br />Realize that communities take on a life of their own—you can't control them <br />Work with IT departments to use technology that serves customers<br />
  4. 4. Avaya Goes Social<br />Paul Dunay<br />Global Managing Director, Services & Social Marketing<br />Avaya<br />(And author of Social Media and the Contact Center for Dummies and co-author of Facebook Marketing For Dummies)<br />
  5. 5. Avaya Goes Social<br />What’s the right mix of social media for your company? It depends…<br />3 out of 4 consumers use social technology<br />Consumers believe companies should be on the social web <br />The thing is, B2B companies need to do more than just be present on social media, they should interact<br />How to engage continuously? <br />Listen to what customers have to say<br />Share your brand personality<br />Engage in dialogue <br />
  6. 6. Social Media Mandates<br />Chris Koch<br />Director, Research & Thought Leadership<br />ITSMA <br />Paul Dunay<br />Global Managing Director, Services & Social Marketing<br />Avaya<br />
  7. 7. On thought leadership and social media…<br />Twitter or Facebook are good bait for longer thought leadership<br />On marketing’s role...<br />Must ensure quality in the content<br />People want to connect with we need subject matter expert “rock stars”<br />Creating a "rock band" or group blog is also effective<br />Marketing must actively support the rock stars/band<br />On getting started…<br />Start a social media council<br />Create guidelines<br />Develop an editorial calendar<br />Have regular meetings with subject matter experts to influence (rather than control) their thinking and content<br />Social Media Mandates<br />
  8. 8. Thought Leadership as an Outcome, Not an Activity<br />Sunder Sarangan<br />Associate Vice President<br />Infosys Technologies <br />
  9. 9. Thought leadership is not just about content creation; it must be actionable<br />Marketing must create a plan for matching thought leadership to business outcomes<br />How thought leadership can impact business<br />Create conversations with new client<br />Change conversations with current clients <br />Thought leadership doesn’t have to be new, just relevant<br />Focusing only on the new focuses on content, not outcomes <br />The main influence of thought leadership is on shaping day-to-day client experiences and perceptions <br />Thought Leadership as an Outcome, Not an Activity<br />
  10. 10. Creating Win-Win Client Relationship Programs That Drive Sustainable and Profitable Growth <br />Sean Geehan<br />Founder & CEO<br />Geehan Group<br />(And author of The B2B Executive Playbook )<br />Anubhav Saxena<br />Global Head of Marketing & Strategy<br />HCL America <br />
  11. 11. Creating Win-Win Client Relationship Programs<br />B2B Executive Playbook <br />Create customer advisory council<br />Organizational planning<br />Executive sponsor<br />Leverage customer companies<br />Think differently: Marketers can aspire to be a leader of a company, not just of marketing<br />If marketers do it the right way, they will be the most significant function head in their organization<br />Marketers don't necessarily need to spend more, but they do need to shift or rebalance marketing spend<br />
  12. 12. Where Do We Go From Here? Marketing’s Top Leadership Priorities <br />Marketing Leader Panel :<br />Pauline Weger<br />Director, National Consulting Marketing, Deloitte<br />Nina Hargus<br />Vice President, Global Services Marketing, EMC <br />Chris Williams<br />Former CMO Capgemini, N.A., <br />
  13. 13. Where do we go from here?<br />Marketers must gain greater understanding of the business<br />Have marketers listen to earnings calls<br />Marketers can help drive business strategy—which will improve all marketing efforts<br />Become a partner/consultant to the business units<br />Create a joint planning process between corporate marketing and BUs<br />Marketing gives recommendations based on the business objectives, prioritizes them, shows where marketing can help with the money they have, then lets BUs decide<br />Stop resisting social media<br />Use them to support and extend programs that work, such as events and customer councils<br />
  14. 14. ITSMA’s definition of social media:<br />For more insight on Social Media, visit<br />Social MediaA Sampling of ITSMA Articles and Research<br />Why Marketing Must Be the Catalyst for Social Media<br />Social Media: Marketing’s Need to Lead <br />The New Vision for Marketing Explained <br />How Do You Compare in Social Media? <br />ITSMA Featured Research: It’s Not Only About the Content <br />How Xerox Global Services Used Social Media to Enable Sales <br />Social Media So Far—and What’s Next<br />Xerox Global Services’ Competipedia: Using Social Media to Enable the Sales Force<br />Why Marketers Need to Rethink Their Mix, and Ultimately, Their Operations<br />Avoiding the Social Media Silo<br />