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Эффективность сарафанного радио в В2В
This document summarizes a webinar about secrets of social media and word-of-mouth (WOM) marketing for B2B companies. It introduces Justin Dorfman, a CDW support engineer who generated over $300K in sales for CDW through his product recommendations without being paid. The webinar objectives are to share secrets of B2B social media success, review real-world case studies, and provide practical tips. Laura Messerschmitt from Outright is a guest speaker. The webinar promotes Zuberance's system for identifying, energizing, and tracking brand advocates to generate leads, sales, and marketing ROI through social and digital channels. Examples are given of how companies like
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Эффективность сарафанного радио в В2В
- 1. Secrets of B2B SocialMedia & WOM Marketing Zuberance Webinar September 21, 2011
- 2. Meet CDW’s BestMarketer Justin Dorfman, support engineer, NetDNA Generated over $300K+ sales for CDW as result of his WOM recommendations CDW has paid Dorfman: $0 Recommends CDW because of reliable, personalized service ►81% surveyed CDW customers are Advocates 2
- 3. Today’s Objectives 1.Share secret of B2B social media marketing success 2. Real-world B2B case studies 3. Practical tips to get social media marketing results now 3
- 4. Today’s Special Guest Laura Messerschmitt, VP Marketing, Outright Really smart person 4
- 5. Brought to youby...Zuberance Award-winning online WOM marketing company Focus: Turning Advocates into powerful marketing force Customers: Leading B2B & B2C brands 5
- 6. Zuberance WOM MarketingSystem Identify Brand Advocates “How likely are you to Energize Brand Advocates recommend us?” Advocate Reviews Advocate Stories Social, Digital, Mobile Tracking & Insights Advocate Answers Advocate Offers 6
- 7. Where Zuberance FitsIn Social Media Products & Services Zuberance Energize Generating Marketing leads & sales ROI Engage Facebook, communities, Listen reviews Social media listening tools Marketing Value 7
- 8. How to Find& Energize your Advocates Coming in 2012... Energize How to Turn Fans, Followers, and Enthusiastic Customers into Social Media Marketing Machines rob@zuberance.com 8
- 9. You Have aTough Job Top 5 B2B Marketing Challenges Generatin g more 50% leads Reaching decision 46% makers Improving lead 44% quality Source: Forrester, MarketingProfs 9
- 10. CMOs’ Online MarketingWoes Only 5% CMOs rate their companies’ online marketing performance as excellent Source: CMO Council, 2011 State of Marketing 10
- 11. Average CMO Tenure:23 Months Source: Spencer Stuart 11
- 12. Secret B2B MarketingWeapon Your “Brand Advocates” 12
- 13. Tweet This WOM Marketingis 10X more effective than traditional marketing 90% buyers trust WOM; 14% trust ads WOM 20 to 50X more influential than ads 50% or more of business comes from WOM Sources: Nielsen, McKinsey 13
- 14. WOM Mktg vs.Traditional Mktg Leads Conversion Rates Customer Per 100K Emails Acquisition Costs 30% 70K $100 2.5% $25 6K Brand WOMM Online WOMM Traditional WOMM eMail Marketing Marketing 14
- 15. WOM Champions =Brand Advocates Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so. ►Beyond like, loyalty, or satisfaction 15
- 16. Advocates are Different& Powerful Fans 5X more trusted than ads 50% more likely to influence purchases than other customers 2X more active content Engaged creators Customers Advocates Followers 4X more likely to share great product experiences #1 Motivation: Help others Loyal Customers Sources: Nielsen, Comscore, Yahoo!; University of Rhode Island research study 16
- 17. Surprise! B2B’s havelots of Advocates Category Company Type or Product Category % of Advocates B2B IT Reseller 81% B2B Accounting software 76% B2B Software for SMBs 73% B2B Internet file transfer service 71% B2C/B2B Security software 70% B2C/B2B Graphic design software 62% B2C/B2B Security software 50% B2B Email marketing services 59% B2B Project management software 54% B2B Web design software 51% B2B Graphic design software 51% B2B Video editing software 40% B2B Cable services for business 39% B2B Telecommunications 24% Source: Zuberance 17
- 18. Loyal Customers areAdvocates 39% of loyal customers are “WOM Champions” Source: Colloquy 18
- 19. One Account, Thousandsof Advocates Influencer Gate- Consultant Keeper Economic Decision End-User Buyer Maker Technical Manager Buyer Champion 19
- 20. Secret to B2BSocial Media Marketing? 20
- 21. Turn Advocates intoMarketing Force! Measurable Benefits Fast Generate qualified leads and sales Cut customer acquisition costs by 50% Amplify positive WOM Fight negative WOM Turn likes into leads Get more success stories 21
- 22. Identify Your Advocates “Ultimate Question” for Customer Loyalty How likely are you to recommend our brand or products to your friends? 22
- 23. Microsoft SMB IdentifiesAdvocates Microsoft SMB Advocates 23
- 24. Ask Ultimate Questionin Many Places Email Call Center Web Product Social Packaging 24
- 25. How B2Bs EnergizingTheir Advocates 25
- 26. CDW Advocates WriteReviews 39% of CDW Advocates Write Reviews 26
- 27. YouSendIt Advocates WriteStories 4,000 stories in 3 weeks! 100% CTR for stories shared by Advocates 27
- 28. Amplify Advocates, ReachProspects Put Recommendations Where You Want Them • FB Advocates’ • Twitter Social Advocate Reviews, Networks • LinkedIn Stories, Answers, Offers • Google+ • Amazon.com Shopping Sites • CNET • BestBuy.com • Advocate’s Email Other • Brand’s Website • Blogs 28
- 29. Webroot Amplifies Advocates DoubleConversion Rates by Putting This on Buy Pages 29
- 30. Ooma Advocates AnswerQs 1. Prospect clicks on 2. Prospect asks question 3. Opted-in Advocates banner get email with question 4. Answers sent to Prospect with offer 5. Prospect places order 30
- 31. Microsoft Advocates GenerateLeads 80% CTR for offers shared by Advocates 31
- 32. Adobe Mobilizes Advocates Increases Ratings from 3.5 to 4.25 for Black Friday 32
- 33. 3 Best Practices 1. Don’t pay Advocates 2. Make Advocate/WOM marketing part of ongoing marketing mix 3. Get an Advocate system (scale, tracking) 33
- 34. Today’s Special Guest Laura Messerschmitt, VP Marketing, Outright 34
- 35. 80% Intuit SalesDriven by WOM $0.8 WOM $3.1 35
- 36. Negative WOM CostsIntuit Sales 36
- 37. Intuit Identifies Advocates Email Newsletters In-product 68% are Advocates 37
- 38. Intuit Energizes Advocates Advocate Reviews Average star rating 4.8/5.0 38
- 39. Intuit Turns Advocatesinto Sales Force 39
- 40. Intuit Expands AdvocateArmy 500,000+ Intuit Advocates 40
- 41. Results of Real-TimePoll What % of your business comes from WOM? a. Less than 25% b. About 25% c. About 50% d. More than 50% 41
- 42.
- 43. Learn More 43
- 44. Q&A Energizing Brand Advocates rob@zuberance.com 44