inbound marketing: shifting budgets, shifting expectations
TRANSCRIPT
Inbound Marketing:
Shifting Budgets,
Shifting Expectations
@explorics
Aggressive Market Testing
Lean Startup Coaching
Kathy Tito
President, New England Sales & Marketing
• 20-year in Boston high-tech inbound sales & marketing
• Over 650 email campaigns
• Dozens of lead-generating websites
• Inbound social media, SEO, SEM campaigns for B2B
Widely quoted in The New Handshake: Sales Meets Social Media
(by Joan Curtis & Barbara Giamanco)
@bostonova
Key Points
Inbound Marketing is Having a Big Affect on B2B Marketing
6 Ways Social Media Boosts Traditional Marketing
Communicating Inbound Results
Disclaimers
#1. Inbound marketing is the direct
result of your outbound marketing.
Think of it as an “echo”.
#2. It is not “free”. But it can help you
drive more far-reaching results than
traditional marketing and ultimately drive
your metrics in a positive direction.
Hi Kathy,
Thank you for your call, your email, and for your marketing collateral, which I received last week. While we are interested in speaking with you, right now our focus is completely on preparing for our annual conference. Scheduling to meet sometime in early to mid-July should work. Do you want to make a note to get back in touch with us then?
Best regards,
Jessica
What’s Old Is New Again
Twitter – the new cocktail party
Facebook – the new golfcourse
Video – the new sales call
LinkedIn – the new networking event
Blogs – the new website
Google Hangout / Skype – the new live event
Revitalized tools: Email, SEO, SEM, the Webinar
Segment I: 6 Ways Social Media Boosts Traditional Marketing
#1 Broadcast, Real-time Messaging
Problem: Keeping all parties current – seamlessly and effortlessly
Social Media Solution: Affordable repetition
Information finds your constituents on their preferred platform “in time”.
Messages persist, making them harder to miss or lose.
Real Time Broadcast
An unprecedented opportunity to extend your corporate
brand online to a large, relevant audience at a lower
investment than traditional marketing platforms.
In summary: Affordable Repetition
#2 Market Monitoring
Problem: Getting scooped by your competitors
Social Media Solution: Transparency
A competitive intelligence program that is always on and always current.
Tracking followers, Q&A, Backlinks, re-tweets, @mentions
Discover your constituents’ loyalties and “new friends”
Monitor your Ecosystem
Leverage the Transparency
• Are your customers and prospects
advertising their involvement in social
media?
• You don’t “need” to participate, until you
have a content strategy
Track your competition. See what they
are doing and where.
Photo source: Moviegoods.com
#3 Co-marketing
Problem: Partners don’t have time or money to adequately or accurately represent your solution
Social Media Solution: Mirrored Marketing
Partner can leverage your content toward their own social media strategy
Tools are making this easier – but can also be done manually
Expands both their social content and yours
Keeps you in close touch with your partners
#3 Co-marketing
The curator: How to succeed in social media without writing one original word
Super-social salespeople
#4 Co-promotion
Problem: Getting heard by constituents, campaign support, event support
Social Media Solution: Solidarity and Momentum
Messages stand a better chance of being heard with promotion by several different parties
Adds legitimacy to your message
Makes other constituents want to get involved
Co-promotion
Social Media Solution: Solidarity
Promote each other at events
Promote your partnership
Support industry trends
Start a “movement”
#5 Real-Time Response
Problem: Timely and meaningful address of commentary from constituents (partners, press, customers, prospects, analysts, investors)
Social Media Solution: #ReputationManagement
Ease of monitoring by person, topic, keyword, list, group,company
Ability to directly and/or indirectly issue a response
Pro-active acknowledgement by customer service to C-suite
#5 Real-Time Response
Michael Dell social media
#6 Recruiting/Prospecting by Referral
Problem: “Why should I represent/buy your solution?”
Social Media Solution: Word of Mouse
Nothing is more influential than a great, unsolicited referral
Recruiting by Referral
Lenovo Marketing Collateral: Partner Communications Trail
Social OEMs
http://www.netapp.com/us/communities/ communities-blogs.html
NetApp’s 43 Blogs!
http://blogs.hds.com/?_p=v
Hitachi Data Systems
Social OEMs
http://www.emc.com/about/news/index.esp#press
EMC
http://h30507.www3.hp.com/
HP
Social OEMs
http://www.microsoft.com/presspass/ default.mspx
Microsoft
http://newsroom.cisco.com/dlls/index.html
Cisco
Social OEMs – What are They Doing?
• Flaunting their brand (content, leadership)
• Highlighting news via the platforms
• Easier access for journalists, analysts, investors, partners
• Listening to partners and customers (users)
• Addressing public opinion / customer service in real time
• Turning into their own media network
Less expensively, to a larger audience, and with
greater timeliness
Social OEMs – What are They Doing?
"Rather than looking at social media separately from traditional media,
organizations would be best served by applying both social and traditional
media as vehicles toward achieving their strategic marketing objectives.”
“Ultimately, it's about engaging customers and cultivating relationships
built on trust and thought leadership. These customer communities have
grown accustomed to social media for on-demand access to--and ongoing
communications with--their favorite brands.”
- Marketing Director, OEM
Segment IV: Communicating Inbound Results
Know Your Benchmarks
• What is your website traffic?
• What does a visitor cost?
• What is your average cost per lead by source?
• What is your average time to lead?
• How long is your sales cycle?
• What are your event metrics?
Maintain an Executive Dashboard
• Something as simple as an excel spreadsheet
• Use one tab per vehicle (email, twitter, blog(s), SEM,
SEO, website, facebook, syndicates, paid ads)
• If this gets unruly, provide an executive one-page
overview
• Be sure to review results monthly, but track weekly
(more for paid ads, like AdWords)
Maintain an Executive Dashboard
Google Analytics and sharing tools
come in very handy
Thank you!
Questions?
@bostonova
@explorics
ktito@newengland
b2bmarketing.com
www.explorics.com
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