The Future of B2B Social Marketing is Quality – Not Quantity

See on Scoop.itB2B Sales & Marketing

“The days of being happy with mentions and followers on social media are over. To take your social marketing to the next level, it’s time to build relationships.”

 

Skip the intro to the article and jump down to the image shown:

http://www.cmswire.com/cms/customer-experience/scaling-social-the-future-of-b2b-social-marketing-018307.php

 

“Future of B2B Social Marketing”

 

“…need to engage our prospects directly, using what we learn from finding and listening to them on the social web. What platforms they use, how active they are and what they’re talking about, sharing and creating. This then informs our content marketing strategy and how we look to convert these prospects into leads.”

 

This is the what to do, which is on mark.  The “how” to engage is burried within your marketing messages. Do your messages resonate with what you hear via social listening and engagement? If not, it is possible the content being used is about the product, not the customers needs.

 

As marketing, we are not the hero’s in the story, the customer is. Our role is to help them create a vision of a solution based on value by first relating to and discussing their needs.

 

Here is an example of how one company turned the customers into the hero and used the power of story to build trust and higher engagement.

http://www.scoop.it/t/story-selling/p/3301840722/story-selling-in-a-winning-b2b-integrated-marketing-campaign

See on www.cmswire.com

B2B Marketing Predictions for 2013

See on Scoop.itB2B Sales & Marketing

“Change, innovation, progress, while these terms should always be associated with the positive, for marketers entrenched in their current methodologies, the future can seem down right scary as the lines blur.”

 

As 2012 comes to a close, the predictions for 2013 emerge. On the top, ~100 CMO’s predict the death of push marketing and more customer focused messaging.

 

Two other topics include:

1. Will marketing be retro and responsive?

2. Is marketing automation taking over?

Read the article for further ideas based on the 2013 predictions in the B2B marketin space.

http://www.searchenginejournal.com/b2b-marketing-predictions-of-2013/52492/

See on www.searchenginejournal.com

Will B2B Social Media Marketing Drive the Customer Experience?

See on Scoop.itB2B Sales & Marketing

“As social media has become an important channel of daily communication, engaging with customers socially should be the next step for brands. Tom Kelly, CEO of Moxie Software, says,

 

“Social media is another communication channel and should be supported just like email and the phone.”

 

This comment by Tom Kelly makes sense and is part of the reason I scooped this article. Most of the article reads more like a promotion for Social CRM. Yet towards the bottom IBM points out more then 50% of consumers do not even consider intereacting with businesses via social.

 

Perhaps this begs the question, what is the % in the B2B space? Odds are it is lower. This does not mean to turn a blind eye towards social media tools, however, it does mean to go in eyes wide open.

 

Read the article with a “grain of salt” for ideas in the B2B space for Social CRM and keep an open mind “if” your customers are already using social media tools to discover and begun evaluations to satisfy their needs.

http://www.cbronline.com/news/social-media-will-drive-the-customer-experience-and-interaction-market-221112

See on www.cbronline.com

The Ultimate B2B Marketing Cheat Sheet to Help Master LinkedIn

See on Scoop.itB2B Sales & Marketing

“…LinkedIn is a powerful platform that often gets underutilized or put on the back burner.”

 

“LinkedIn can be extremely useful — especially when you’re aware of all the little hidden tricks that don’t get nearly enough exposure as they deserve.”

 

“To help you master LinkedIn, below is our ultimate list of 35 awesome tricks you may have been overlooking.”

 

“We’ve divided these tips into three main categories:

 

** optimizing your LinkedIn presence

** using LinkedIn for professional networking

** using LinkedIn for business and marketing

 

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx#ixzz2C81PD8gW

 

Consider how often you click on a link and land on a page which is not relevant to what you are looking to find and you keep moving on.

 

Now think about what happens if one of your customers or prospects lands on your LinkedIn profile and/or company page? Do they stop and read, or abandon, the choice is yours to make…

See on blog.hubspot.com

How B2B Social Media Marketing Can Drive More Leads

See on Scoop.itB2B Sales & Marketing

“Marketing is about facilitating more closed business, and ultimately grow the company. When asked, most midsized and B2B companies will tell you that they are “doing content marketing.”

However, often when you look at their social channels and company blog the content they create seems highly unlikely to help increase demand generation.”

 

“The reason that the majority of marketing content is an #Epicfail can be explained by the lack of vision and imagination that too many marketing professionals and their empty suit senior managers sadly share.”

 

Bill says the key is to keep the content focus on solving your customer’s problem. Customer’s don’t care about your product. They care about how they can make more money, do their job better, or grow their business.”

 

Read more at http://www.business2community.com/social-media/using-your-company-blog-and-social-media-to-drive-more-leads-0317736#UDlpq0KLXdXdkyR6.99

See on www.business2community.com

Story Selling in A Winning B2B Integrated Marketing Campaign

See on Scoop.itB2B Sales & Marketing

The year is 2008 and you are in the Financial Services Business.

 

“How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?”

 

“Consider the story of Lincoln Financial Group, a traditionally sales-centric organization… The 106-year-old financial services, insurance, and annuities company…”

 

“Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives.”

 

“We sometimes think that because we’re talking to the business or consumer community, our advertising doesn’t need to be emotionally driven,” said DePeau. “You need to do that plus help educate the consumer, as opposed to just talking to them.”

 

“While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach.”

 

“…the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the “take charge, optimistic theme,” which was reinforced in social media.

 

“And how has the integrated campaign done?”

 

Read the success story here:

http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign

See on www.fastcompany.com