George Krautzel discusses driving lead generation through B2B communities. Toolbox.com has over 3 million monthly visitors across IT, HR, and finance communities, providing a platform for professionals to share knowledge. Trends show increasing consumption of user-generated content and acceptance of vendors participating in conversations. Tactics for lead generation include promoting assets to engage audiences, building a presence to listen to customers, nurturing leads within communities, and creating advocacy through customer champions. Social media requires continuous investment but can quickly engage audiences, while traditional campaigns directly tie funding to results but impact ends when campaigns end.

1. Driving Lead Generation Through B2B Communities George Krautzel, Co-Founder and President

2. 2 Contents Toolbox.com Background Trends in the Marketplace Determining the Right Environment Lead Generation in B2B Communities Swing Thought – Where This is Going Q&A

3. 3 Toolbox.com Background

5. Provide an online platform that enables professionals to easily share knowledge with their peers

6. Existing communities

7. IT (11 years), HR (1 yr), and Finance (<1 yr)

8. More than 3.0 million monthly unique visitors

9. Over 2.6 million pages of practical user-generated content

10. Advertising services

12. 2-way conversations between friends

13. Personal experiences, socially driven

14. Content is communication, specific appeal

15. 2-way conversations between peers

17. 1-way conversation from experts to readers

18. News, consumer interests, and trends

19. Content is carefully vetted, broad appeal

20. 1-way conversation from experts to readers

21. News, case studies, best practicesConsumer Business

22. 6 Trends in the Marketplace

25. Shift #3: Emergence of Brand Management (Company) 9 Community conversation about the vendor and products Background on the vendor White papers, documents, and other research from the vendor Connections with interested community members

26. 10 Determining the Right Environment

27. All Social Media is Not the Same - Communities 11

28. 12 Determiningthe Right Communities for Your Campaign Content Content Context Demographics

29. 13 Lead Generation in B2B Communities

31. Building a Beachhead for Engagement

32. Nurturing Leads Within a Community

35. Relevant information assets from advertising partners are matched with user-generated content

36. Advertising partners are integrated into conversations with target audiencesRelevant lead-generation assets from advertising partners

38. Build a beachhead

39. Establish a presence

40. Promote through various channels

41. Listen, listen, listen

42. Tailor your interaction to your audience’s needs

43. Starbucks’ Facebook Fan Page

44. 4.3 million fans

45. Pushed beyond Coke as the most popular Facebook page in July 2009

47. Increasing touches can improve quality

48. Possibility for more intelligent lead scoring

49. Toolbox.com Lead Nurturing Tool

50. Gives partners the ability to segment leads by demographics

52. More demand generation will come from a smart social media presence vs. traditional direct marketing

53. Ford’s results (6 months)

54. 4.3 million YouTube views

55. 500,000+ Flickr views

56. 3.0 million Twitter impressions

59. Primary Goals: Engaging prospects and customers outside of their Web site

60. Secondary Goals: Lead generation, drive traffic, thought leadership and branding

61. Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage

62. Marketing Tactics:

63. Vendor communities

64. Two-way ads

65. Messaging connections using trigger marketing

67. Primary Goals: Drive traffic and lead generation

68. Secondary Goals: Thought leadership and branding

69. Measurements: CPL, CPC, brand measurements confirmed through surveys

70. Marketing Tactics:

71. Search ads

72. Lead generation – white papers, webcasts

73. Branding - IMUs, larger units, microsites

74. E-mail – list rentals

75. Value: Web as a promotional vehicle

76. Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness

77. Measurements: Cost per impression

78. Marketing Tactics:

79. Branding – buttons, banners

80. E-mail – newsletters, list rentals2004-2009 2010-2015 1996-2003 Evolution of Online Marketing 20

81. 21 Impact = Site visits/leads Effort = Funding Marketing ROI – Traditional Campaigns Traditional Campaigns With traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.). VALUE TIME Source: Pauline Ores, IBM

82. 22 Impact = Relevance and engagement Effort = Funding Marketing ROI – Social Media Campaigns Social Media Impact Social media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining. VALUE Marketing through an online community allows advertisers to quickly engage and make an impact with their target audiences. TIME Source: Pauline Ores, IBM

84. My profile on Twitter: http://twitter.com/georgekrautzel