russ fradin (ceo, dynamic signal) keynote on the 5 key b2b marketing trends
DESCRIPTION
Russ Fradin (CEO, Dynamic Signal) Keynote on the 5 Key B2B Marketing Trends at Brand Innovators B2B Summit at SAP in NYC on 9/23/13. Dynamic Signal: http://www.dynamicsignal.com Brand Innovators B2B: http://www.brandinnovatorsbtob.com 5 Key B2B Trends: 1) Employee Advocacy 2) Content Marketing 3) Consumerization & Mobile 4) Big Data 5) Agile Marketing Russ mentions many companies that are doing it right including AMD, Hitachi Data Systems, Intel, Cisco, General Mills, SAP and others! Russ is a digital media industry veteran with more than 15 years experience in the online marketing world. Russ co-founded and was CEO of Adify (acquired by Cox for $300M in May 2008) and co-founded SocialShield. He was also SVP of BD at Wine.com, EVP of Corporate Development at comScore (NASDAQ:SCOR) and was among the first employees at Flycast (acquired by CMGi for $2.3B in January 2000). Russ is also an active angel investor in the digital world and is on a number of Boards. Russ holds a BS in Economics from The Wharton School, University of Pennsylvania. http://dynamicsignal.com/about-us/management-team/TRANSCRIPT
Russ Fradin!CEO!!
KEYNOTE: Five B2B Marketing Trends to Watch !
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Company Info
Founded in 2010!
$25m in Funding:!
Based in:!San Francisco, CA!
New York, NY!Washington, DC!
Chicago, IL!Austin, TX!
London, UK!
50 Employees!
Dynamic Signal helps brands harness the power of !
employees and customers !by empowering them to be brand advocates!
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Our Mission
People Powered Marketing We enable the people that love your brand to talk more
about you, creating a whole new marketing channel
Employee Advocacy
Turn Every Employee Into a Powerful Brand Advocate
Customer Advocacy
Turn Customers, Fans, Followers and Influencers Into Powerful Brand Advocates
• Share content!• Be Authentic!• Protect the brand!• Share & promote offers!• Distribute coupons!• Write reviews!• Answer questions!• Influence friends!• Reach audience!
• Stay engaged!• Share company news!• Promote thought leadership!• Generate leads!• Share jobs & recruit peers!• Answer questions!• Support customers!• Share & promote offers!• Distribute coupons!
Employees Will:! Customers Will:!
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B2B Perspective
78% of salespeople using social media outsell their peers ~ Social Media and Sales Quota Report
Companies with engaged employees outperform those without by up to 202%
~ Gallup
92% of B2B buying cycles begin online ~ Eloqua
41% of people believe a company's employees rank higher in public trust than a firm's PR department, CEO or founder
~ Edelman's 2013 Trust Barometer
By 2017, the CMO will spend more on IT than the CIO ~ Laura McLellan, Gartner
50% of B2B buyers say social media plays a significant role in their purchasing ~ 2012 Demand Gen Report B2B Buyer Survey
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Trend # 1
Employee Advocacy & Social Selling • Before social media, it was obvious that your employees
were your best brand ambassadors
• They still are! Employee advocacy platforms make it possible to trust your employees to share & be social
• The key is convenience, compliance and credit
• Companies that are doing it right:
• AMD
• Hitachi
• Comscore
Convenience Compliance
Credit
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Trend # 1 Top Social Sales Channels
Employee Advocacy & Social Selling
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Trend # 1
Social Amplification Program (ASAP)
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Trend # 1
Social Amplification Program (ASAP)
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Trend #2
Content Marketing • B2B customers want to be educated and entertained
• Successful brands are creating social content hubs where brand and customer generated content can be viewed and shared over social networks
• Content impacts each stage of the customer buying journey
• Companies that are doing it right:
• Intuit
• AMD
• .
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Trend #2
Social Content Hub
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Trend # 3
Mobile & Consumerization
• B2B employees and buyers are consumers most of the time and expect the same experience
• Make it easy for them to stay informed, share and learn
• Marketers have to think mobile first
• Companies that are doing it right:
• Intel
• Cisco
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Trend # 3
Mobile App
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Trend # 4
Big Data
• B2B Marketers are basing their marketing decision on insights & analytics from Big Data
• Big Data enables B2B marketers to optimize the customer journey / path to purchase
• Companies that are doing it right:
• Live Nation
• Walmart
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Trend # 4
eCommerce Site
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Trend # 5
Agile Marketing • B2B Marketers are pioneering the idea of Agile
Marketing & achieving operational efficiency & flexibility
• Agile is about rapid testing & iterating, adapting to change vs. following a set plan, making small bets vs. big bets, and relationships over targets, and collaborating with people
• Companies that are doing it right:
• SAP
•
• .
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Trend # 5
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B2B Opportunity
Own Direct Relationships Achieve up to 8x more engagement directly with the employees and customers most important to the brands you work with!
Collaborate on Content Populate your community with member content, 3rd party content and your own custom content!
Amplify Your MessagingEngage your members and transform them into brand advocates with up to 20x share rate!
Accelerate Your CampaignsCreate, coordinate and track large-scale word of mouth reach and earned media value with up to 400 impressions generated for every share!
Build Your BrandAlign fans, customers, employees and influencers behind consistent brand positioning!
B2B Employee Advocacy Opportunity
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Technology
Social BI!Analytics!
Track!Measure!Report!Analyze!
Recommend!Optimize!Export!
Integrate!
Social AMP!Amplification!
Activate!Engage!Mobilize!
Incentivize!Share!Gamify!Reward!Loyalty!
Social CRM!People!
Identify!Rank!
Recruit!Profile!
Manage!Segment!
Target!Message!
Dynamic Signal combines key technologies & ingredients for
Employee Advocacy
A powerful new marketing channel that drives revenue, engagement, awareness, loyalty, positive PR and UGC in an easy to use, brand safe environment.!
Social CMS!Content!
Identify!Aggregate!
Curate!Suggest!Create!Publish!
Distribute!Broadcast!
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Advocacy Anywhere
Employee Advocacy Omni Channel
Mobile, Social & Web Fully Customizable Portals!Mobile First User Experience!Highly Gamified Environment!
In Depth Social Integration!Robust Reporting & Analytics!Scalable API!
dynamicsignal.com!
twitter.com/rfradin!
1111 Bayhill Drive, Suite 325 San Bruno, California, 94066!!
Phone: 650.231.2550 • Fax: 650.635.2290 !
Contact Information!