This document discusses using social media for measurable B2B marketing. It argues that traditional B2B selling is no longer enough and that customer intimacy requires understanding a customer's context. Contextual marketing combines customer profile and behavioral data with real-time signals to deliver relevant services. Social media can benefit B2B firms by helping build relationships and create value for customers over time. The document advocates measuring social media's impact on revenue and profits rather than just engagement metrics.
Mapping the remarkable; Julie Anixter & Amy Kingdmadetroit
On November 17th 2011 the Direct Marketing Association of Detroit hosted the return of the Educational Seminar. The committed chaired by association president Alex Della Torre, secured Julie Anixter of Maga Design Group/Managing Editor of InnovationExcellence.com and Amy King Vice President of Marketing Services, Entertainment Publications Inc. whom presented this magnificent topic...Mapping the Remarkable
Mapping the remarkable; Julie Anixter & Amy Kingdmadetroit
On November 17th 2011 the Direct Marketing Association of Detroit hosted the return of the Educational Seminar. The committed chaired by association president Alex Della Torre, secured Julie Anixter of Maga Design Group/Managing Editor of InnovationExcellence.com and Amy King Vice President of Marketing Services, Entertainment Publications Inc. whom presented this magnificent topic...Mapping the Remarkable
Tunnelmamuotoilu tarkoittaa jonkin fyysisen tuotteen ja sen käyttäjän suhteen muotoilua teollisen muotoilun keinoin. Palvelumuotoilu on systemaattinen tapa kehittää liiketoimintaa. Palvelumuotoilun johtamisella tarkoitetaan organisaation johtamiskäytäntöjä ja toimintatapoja, joilla asiakaskohtaamisia ja koko asiakaspolkua voidaan johtaa tavoitelähtöisesti teknologiaa hyödyntäen.
Design Patterns for Badge Systems in Higher EducationHans Põldoja
Presentation at the ICWL 2016 - 15th International Conference on Web-based Learning. 26 October 2016, Rome, Italy.
Publication:
Põldoja, H., Jürgens, P., & Laanpere, M. (2016). Design Patterns for Badge Systems in Higher Education. In M. Spaniol, M. Temperini, D.K.W. Chiu, I. Marenzi, & U. Nanni (Eds.). Lecture Notes in Computer Science: Vol. 10013, Advances in Web-Based Learning - ICWL 2016 (pp. 40–49). Cham: Springer. http://dx.doi.org/10.1007/978-3-319-47440-3_5
Contextual marketing is about understanding not just who someone is but where they are, what they are doing, and what they are likely to do next. It’s about combining the right information about a customer and the context to deliver the right services and communication at the precise moment it offers the most value.
From segmentation to contextual marketingTom Nickels
Contextual marketing is about understanding not just who someone is but where they are, what they are doing, and what they are likely to do next. It’s about combining the right information about a customer and the context to deliver the right services and communication at the precise moment it offers the most value.
Leverage Zuora and Salesforce to Launch and Grow a Subscription BusinessZuora, Inc.
Link to Webinar: https://www.youtube.com/watch?v=_utv7_TslfM
Salesforce power users are always on the lookout for connected apps that drive revenue. Join HomeAway's Sr. Systems Analyst, Jim Bunch & Zuora's Director of Alliances, Adam Nichols and learn how Zuora makes Salesforce an essential part of your company's subscription life-cycle, and helps add a reliable source of recurring revenue to your company's bottom line.
“Bankieren gaat over relaties. Niet over transacties!”
Bankieren gaat over relaties. Niet over transacties. Dat is het uitgangspunt van Triodos Bank’s internationale online strategie. Echte relaties aangaan met klanten. Verdiepen en betekenis geven. In de vijf Europese landen waar Triodos Bank actief is, verbindt Triodos Bank spaarders (die het geld ‘brengen’) en ondernemers (die het geld lenen). Betrokkenheid en content maken het verschil. Met één online platform worden alle landen bediend voor hun publieke websites, formulieren en internetbankieren. Met dit als robuuste basis, bouwt Triodos Bank deze community verder uit via social media.
B2B Social Media Marketing (SES Singapore)Vincent Teo
This is the presentation I made at SES Singapore about the importance of social media in B2B marketing. My point of view is that social media is extremely important for B2B marketing (and even more relevant than for B2C) and I support this statement by answering 3 pertinent questions
FutureBrand's 2007 Country Brand Index
This is the third year that FutureBrand, a premier global brand consultancy, has issued its Country Brand Index. Each year it becomes more comprehensive, extensive and insightful. This year is no exception. Substantial qualitative and quantitative research was conducted, and experienced teams explored new trends, themes and opportunities in the category.
For more information, go to http://www.futurebrand.com/cbi/
Tunnelmamuotoilu tarkoittaa jonkin fyysisen tuotteen ja sen käyttäjän suhteen muotoilua teollisen muotoilun keinoin. Palvelumuotoilu on systemaattinen tapa kehittää liiketoimintaa. Palvelumuotoilun johtamisella tarkoitetaan organisaation johtamiskäytäntöjä ja toimintatapoja, joilla asiakaskohtaamisia ja koko asiakaspolkua voidaan johtaa tavoitelähtöisesti teknologiaa hyödyntäen.
Design Patterns for Badge Systems in Higher EducationHans Põldoja
Presentation at the ICWL 2016 - 15th International Conference on Web-based Learning. 26 October 2016, Rome, Italy.
Publication:
Põldoja, H., Jürgens, P., & Laanpere, M. (2016). Design Patterns for Badge Systems in Higher Education. In M. Spaniol, M. Temperini, D.K.W. Chiu, I. Marenzi, & U. Nanni (Eds.). Lecture Notes in Computer Science: Vol. 10013, Advances in Web-Based Learning - ICWL 2016 (pp. 40–49). Cham: Springer. http://dx.doi.org/10.1007/978-3-319-47440-3_5
Contextual marketing is about understanding not just who someone is but where they are, what they are doing, and what they are likely to do next. It’s about combining the right information about a customer and the context to deliver the right services and communication at the precise moment it offers the most value.
From segmentation to contextual marketingTom Nickels
Contextual marketing is about understanding not just who someone is but where they are, what they are doing, and what they are likely to do next. It’s about combining the right information about a customer and the context to deliver the right services and communication at the precise moment it offers the most value.
Leverage Zuora and Salesforce to Launch and Grow a Subscription BusinessZuora, Inc.
Link to Webinar: https://www.youtube.com/watch?v=_utv7_TslfM
Salesforce power users are always on the lookout for connected apps that drive revenue. Join HomeAway's Sr. Systems Analyst, Jim Bunch & Zuora's Director of Alliances, Adam Nichols and learn how Zuora makes Salesforce an essential part of your company's subscription life-cycle, and helps add a reliable source of recurring revenue to your company's bottom line.
“Bankieren gaat over relaties. Niet over transacties!”
Bankieren gaat over relaties. Niet over transacties. Dat is het uitgangspunt van Triodos Bank’s internationale online strategie. Echte relaties aangaan met klanten. Verdiepen en betekenis geven. In de vijf Europese landen waar Triodos Bank actief is, verbindt Triodos Bank spaarders (die het geld ‘brengen’) en ondernemers (die het geld lenen). Betrokkenheid en content maken het verschil. Met één online platform worden alle landen bediend voor hun publieke websites, formulieren en internetbankieren. Met dit als robuuste basis, bouwt Triodos Bank deze community verder uit via social media.
B2B Social Media Marketing (SES Singapore)Vincent Teo
This is the presentation I made at SES Singapore about the importance of social media in B2B marketing. My point of view is that social media is extremely important for B2B marketing (and even more relevant than for B2C) and I support this statement by answering 3 pertinent questions
FutureBrand's 2007 Country Brand Index
This is the third year that FutureBrand, a premier global brand consultancy, has issued its Country Brand Index. Each year it becomes more comprehensive, extensive and insightful. This year is no exception. Substantial qualitative and quantitative research was conducted, and experienced teams explored new trends, themes and opportunities in the category.
For more information, go to http://www.futurebrand.com/cbi/
The study was conducted by Avaus Marketing Innovations, a leading data-driven marketing agency, together with ISS, a leading marketing research company. We asked Swedish and Finnish CMO’s, CTO’s and COO’s to assess the state of data and analytics in their companies, in four major areas:
1. Strategy and business objectives
2. Investments
3. People, processes and leadership
4. Tools and technologies
Download the full study for free here: https://www.avaus.fi/en/state-of-analytics/
Data är makt - varför CRM chefen är nästa CMOAvaus
En traditionell CMO bör svettas av att inte har tillräckligt med insikter om all data ni har tillgänglig. Här finns en stor potential att få en ännu bredare påverkan i marknadsarbetet. Att kombinera data, teknologi, content och growth hacking kommer att krossa de flesta traditionella marknadsinsatserna.
Här får du de 5 nödvändigaste verktygen för att möjliggöra ett framgångsrikt CRM arbete.
– Hur förvandlar du data till personlig kundkommunikation på riktigt?
– Hur bör er “marketing stack” se ut för att möjliggöra planen?
– Hur blir du personlig oavsett kanal (inklusive köp av media)?
– Hur leder du förändringsarbetet med ditt team och din ledningsgrupp?
– Hur skapar du resultat varje dag?
Emma Storbacka, VD Sverige, Avaus.
Data är makt - varför CRM chefen är nästa CMOAvaus
En traditionell CMO bör svettas av att inte har tillräckligt med insikter om all data ni har tillgänglig. Här finns en stor potential att få en ännu bredare påverkan i marknadsarbetet. Att kombinera data, teknologi, content och growth hacking kommer att krossa de flesta traditionella marknadsinsatserna.
Här får du de 5 nödvändigaste verktygen för att möjliggöra ett framgångsrikt CRM arbete.
– Hur förvandlar du data till personlig kundkommunikation på riktigt?
– Hur bör er “marketing stack” se ut för att möjliggöra planen?
– Hur blir du personlig oavsett kanal (inklusive köp av media)?
– Hur leder du förändringsarbetet med ditt team och din ledningsgrupp?
– Hur skapar du resultat varje dag?
Emma Storbacka, VD Sverige, Avaus.
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Vuoden 2016 ilmiöt:
1. Asiakkaat moniavioisia – lojaliteetti pitää ansaita joka päivä
2. Asiakaskeskeisyys luo oikeasti kasvua - melkein kaikilla toimialoilla asiakaskeskeiset haastajat ovat voimakkaassa kasvussa
3. Riittääkö “Säilyttävä” strategia markkinajohtajilla – vai onko syytä lähteä rohkeasti uudistamaan asiakaslähtöisesti?
9 + 1 steps to get your Marketing Transformation rolling - Emma Storbacka, AvausAvaus
Ten (9+1) requirements for digital transformation of B2B marketing. Presentation from Emma Storbacka, Head of B2B at Avaus Marketing Innovations. Presented during Avaus Sweden's event B2B Marketing Transformation (2016/02/25) in Stockholm.
May the Marketing Hub be with you - Nicholas Christensen, MarketoAvaus
Presentation from Nicholas Christensen, Account Executive at Marketo. Presented during Avaus Marketing Innovations Sweden's event B2B Marketing Transformation (2016/02/25) in Stockholm.
Kemira: Creating the global foundation for local digital marketing programsAvaus
Marketing Automation Success -aamiaisseminaari 16.4.2015 @ Avaus Marketing Innovations: Success case: "Creating the global foundation for local digital marketing programs"
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Kemira Oyj
Suomen Asiakastieto: Ensimmäinen vuosi markkinoinnin automaation parissa, hyö...Avaus
Success case: Ensimmäinen vuosi markkinoinnin automaation parissa: hyödyt ja opit
Nina Härkönen, markkinointipäällikkö, Suomen Asiakastieto Oy
Aamiaisseminaari, Avaus Helsinki, 16.4.2015
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
1. SOCIAL MEDIA
IN
MEASURABLE
B2B MARKETING
MIKKO EEROLA
WWW.AVAUS.FI
@TULENSRMA
2. 2
We combine strategy,
analytics and design with
technology and outsourcing
services.
DRIVING
BUSINESS
Focus areas:
• Digital transformation
• Customer growth
• Digital sales and B2B Lead
management
• Business model & service
innovation
• Business process efficiency
3. SOME GREAT COMPANIES WE WORK WITH:
92 SPECIALISTS
OFFICES IN HELSINKI, FINLAND
AND WROCLAW, POLAND
REVENUE 10 MILLION € (est. 2012)
4. CREATING A
COMPETITIVE
ADVANTAGE
BASES FOR
DIFFERENTIATION
It’s difficult to differentiate
based on price or product
characteristics. It might work for
a while, but usually competition UNIQUE
catches up.
PRODUCT
However REALLY KNOWING
YOUR CUSTOMERS and
serving them based on their
individual needs will set you
apart.
COST
ADVANTAGE
Traditional B2B selling is NO
LONGER ENOUGH TO
CREATE CUSTOMER CUSTOMER
INTIMACY.
INTIMACY
5. THE
CHALLENGE:
IS NOT REALLY ME
THIS IS WHAT YOU SEE, BUT IT
A LOT OF THE CUSTOMER INFORMATION
COMPANIES CURRENTLY USE ISN’T REALLY
FOCUSED ON GETTING TO KNOW WHO THEY
ARE AND WHAT THEY NEED.
AND ABOVE ALL IT DOESN’T TELL MUCH ABOUT
WHAT THE SITUATION – THE CONTEXT – OF THE
CUSTOMER IS RIGHT NOW.
6. THIS IS
ME
ü Head of sales at midsize company
ü Member of executive team
ü Decision maker for sales and
marketing related purchases
ü Influencer in IT investment decisions
ü Gadget freak
ü Cigar aficionado
ü Time strapped, convenience
oriented
ü No children, has a cat
ü Houseowner
ü Lives outside city
ü Loves to travel
ü Fair price, not necessary cheapest
ü Prefers digital channels
ü Read your slideshare presentation,
clicked on a link in newsletter, Twitter
follower, FB fan
ü Only visits your website when
prompted
7. THE HEART OF Products/
CUSTOMER INTIMACY IS
services in use
RELEVANCE
Customer
lifecycle
Purchase
history
IS HELP FROM THIS
COMPANY RELEVANT
IN THE NEAR FUTURE?
Contact DAYS TO
history
MONTHS
Web searches
RELATIONSHIP
IS THIS SOMETHING I
NEED RIGHT NOW?
CONTEXT
REAL-TIME
Visit to webpage
Purchase
IMMEDIATE
CONTEXT
Expressed
PERSONAL needs
Call to CC
CONTEXT
Area of
Weather
residence
Location
Preferences
YEARS
Lifestage
IS THIS IMPORTANT
Attitudes
TO ME IN LIFE?
Social
connections
8. understanding context
+
CUSTOMER REAL-TIME
PROFILE DATA
BEHAVIORAL DATA
Contextual marketing is about understanding not just who someone is but where they are,
what they are doing, and what they are likely to do next. It’s about combining the right
information about a customer and the context to deliver the right services and communication
at the precise moment it offers the most value.
9. Scoring leads in order to find
customers that are ready to buy
Image: Marketo – The definitive guide to lead scoring
10. CONTEXTUAL
MARKETING
How can we then benefit
from social media?
11. Social models are emerging from
consumer services into the corporate world.
12. Yet B2B social media is seen either as
daunting, expensive, all-encompassing…
27. B2B marketers are mainly measuring their
number of followers or content engagement
28. MEASUREMENT
HOW MUCH
REVENUE ARE
OUR SOCIAL
MEDIA
ACTIVITIES
GENERATING?
WITH MARKETING
AUTOMATION, MARKETERS
CAN LOOK BEYOND
TRADITIONAL METRICS
(CLICKS, OPENS, ETC.) AND
STARTING MEASURING
(AND FORECASTING) WHAT
EXECUTIVES REALLY CARE
ABOUT: CURRENT AND
FUTURE PIPELINE, REVENUE,
AND PROFITS.
Image: Liz Smyth: Marketo on Marketing – London, September 2012
29. Test & Tune With Social Funnel Metrics
Measuring success – ”The What”
Source: Liz Smyth: Marketo on Marketing – London, September 2012
30. Test & Tune With Social Funnel Metrics
Measuring success – ”The Where”
Source: Liz Smyth: Marketo on Marketing – London, September 2012
31. Test & Tune With Social Funnel Metrics
Measuring success – ”The Who”
Source: Liz Smyth: Marketo on Marketing – London, September 2012
32. Test & Tune With Social Funnel Metrics
Measuring success – ”The Beef”
Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012