Socializing Solutions Marketing:
What’s Working and What’s Next


          Presented to:
          Hult International Sch...
Social media represents a big challenge
for solutions (and all) marketing




                       © 2010 Solutions Insi...
Social Media Marketing, circa 2010:
Paul Dunay meets himself on Facebook




                     © 2010 Solutions Insight...
Introductions




                © 2010 Solutions Insights. All Rights Reserved. 4
What should we talk about today?

●  Trends
●  Challenges and
   Opportunities
●  Examples!
●  Strategy and Organization
●...
The debate over social media is over;
the question now is HOW

                                                           ...
But many B2B marketers are still just
starting to explore




Source: B2B Marketing Goes Social: A White Horse Survey Repo...
Amid the crush of tools and channels,
what to actually do is far from clear




                       © 2010 Solutions In...
The opportunity for solutions marketers
seems huge


                Identifying New
                 Opportunities



   ...
The challenges are just as big




                       © 2010 Solutions Insights. All Rights Reserved. 10
What’s Working Now




          © 2010 Solutions Insights. All Rights Reserved. 11
Building awareness and connections:
Blogs @ Emerson Process Management




                    © 2010 Solutions Insights. ...
Driving leads and sales:
HubSpot’s pervasive presence




                     © 2010 Solutions Insights. All Rights Reser...
Generating new ideas:
Cisco’s I-Prize




                        © 2010 Solutions Insights. All Rights Reserved. 14
Building customer community:
CHA’s Drug Safety Executive Council




                      © 2010 Solutions Insights. All ...
Mobilizing employees:
Intel’s social media training




                        © 2010 Solutions Insights. All Rights Rese...
Moving Forward




        © 2010 Solutions Insights. All Rights Reserved. 17
Strategy and organization matter most

               •  Where are your customers, partners,
Stakeholders      and influen...
Next Steps

●  Audit existing activities
●  Bring together champions (COP)
●  Recruit/ensure executive sponsorship and
   ...
Questions




      © 2010 Solutions Insights. All Rights Reserved. 20
Thank you!




        Rob Leavitt
         Principal
     Solutions Insights

rleavitt@solutionsinsights.com
  www.soluti...
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Socializing Solutions Marketing: What's Working and What's Next

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Overview ppt on using social media for marketing high value business solutions, with examples from Emerson, Cisco, HubSpot, Cambridge Healthtech Associates, and Intel -- presented to Hult International Business School course on solutions marketing, May 28, 2010

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Socializing Solutions Marketing: What's Working and What's Next

  1. 1. Socializing Solutions Marketing: What’s Working and What’s Next Presented to: Hult International School of Business Solutions Marketing Course May 28, 2010 Rob Leavitt, Principal Solutions Insights
  2. 2. Social media represents a big challenge for solutions (and all) marketing © 2010 Solutions Insights. All Rights Reserved. 2
  3. 3. Social Media Marketing, circa 2010: Paul Dunay meets himself on Facebook © 2010 Solutions Insights. All Rights Reserved. 3
  4. 4. Introductions © 2010 Solutions Insights. All Rights Reserved. 4
  5. 5. What should we talk about today? ●  Trends ●  Challenges and Opportunities ●  Examples! ●  Strategy and Organization ●  Metrics ●  Getting Started ●  What else? © 2010 Solutions Insights. All Rights Reserved. 5
  6. 6. The debate over social media is over; the question now is HOW Buzz Consultants Budgets 2007 2008 2009 2010 *Chart for illustrative purposes only © 2010 Solutions Insights. All Rights Reserved. 6
  7. 7. But many B2B marketers are still just starting to explore Source: B2B Marketing Goes Social: A White Horse Survey Report © May 2009 © 2010 Solutions Insights. All Rights Reserved. 7
  8. 8. Amid the crush of tools and channels, what to actually do is far from clear © 2010 Solutions Insights. All Rights Reserved. 8
  9. 9. The opportunity for solutions marketers seems huge Identifying New Opportunities Enabling Developing the Solutions Selling Right Solutions Connecting with Customers © 2010 Solutions Insights. All Rights Reserved. 9
  10. 10. The challenges are just as big © 2010 Solutions Insights. All Rights Reserved. 10
  11. 11. What’s Working Now © 2010 Solutions Insights. All Rights Reserved. 11
  12. 12. Building awareness and connections: Blogs @ Emerson Process Management © 2010 Solutions Insights. All Rights Reserved. 12
  13. 13. Driving leads and sales: HubSpot’s pervasive presence © 2010 Solutions Insights. All Rights Reserved. 13
  14. 14. Generating new ideas: Cisco’s I-Prize © 2010 Solutions Insights. All Rights Reserved. 14
  15. 15. Building customer community: CHA’s Drug Safety Executive Council © 2010 Solutions Insights. All Rights Reserved. 15
  16. 16. Mobilizing employees: Intel’s social media training © 2010 Solutions Insights. All Rights Reserved. 16
  17. 17. Moving Forward © 2010 Solutions Insights. All Rights Reserved. 17
  18. 18. Strategy and organization matter most •  Where are your customers, partners, Stakeholders and influencers now? •  What are the priorities for solutions Priorities marketing? •  Who will do the work; what skills are Resources required? •  Who is accountable, with what Governance objectives? Culture •  How ready is the organization? © 2010 Solutions Insights. All Rights Reserved. 18
  19. 19. Next Steps ●  Audit existing activities ●  Bring together champions (COP) ●  Recruit/ensure executive sponsorship and governance ●  Invest in listening and internal engagement ●  Pick your spots ●  Build a content engine ●  Always deliver value! © 2010 Solutions Insights. All Rights Reserved. 19
  20. 20. Questions © 2010 Solutions Insights. All Rights Reserved. 20
  21. 21. Thank you! Rob Leavitt Principal Solutions Insights rleavitt@solutionsinsights.com www.solutionsinsights.com www.reputationtorevenue.com www.twitter.com/robleavitt www.linkedin.com/in/rleavitt © 2010 Solutions Insights. All Rights Reserved. 21

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