Tag Archives: Social Media
- 23rd October 2013
- Julie Ogilvie
What separates organizations that are running at full speed in social media from those that are just beginning to crawl? The causes of slow social media adoption often lie outside the control of the marketing team. It’s good to have an understanding of these factors so you can calibrate your expectations accordingly. Here are a few questions you should ask:Continue Reading....
- 20th September 2013
- Jen Horton
Some vertical social networks go beyond knowledge sharing, providing free tools that help members work smarter and get their jobs done. For example, Practice Fusion offers healthcare providers free electronic medical record management; Spiceworks offers IT professionals free network management and help desk software; and Wave offers small-business owners free financial services software. The intersection of business application and social network provides a unique perspective into how members do their jobs, how and when they research products and solutions, and what they use to make purchasing decisions. Vertical social networks present rich learning and engagement opportunities for product, marketing and sales professionals who want to target these audiences. Consider a few of the possibilities:Continue Reading....
- 18th June 2013
- Jessica Lillian
By now, most b-to-b organizations understand the merits of social media marketing. More than 70 percent already use Twitter, Facebook, YouTube and other social channels, according to SiriusDecisions research. However, many companies undertake social activities outside their integrated campaigns or without fully understanding their buyers and how they use social media. These and other social missteps can result in inefficiency and limit positive business impact. An instant survey conducted at SiriusDecisions’ Summit 2013 showed that 40 percent of attendees hoped to leverage social media for thought leadership, 26 percent sought to build brand awareness and 26 percent wanted to use social media to create demand.Continue Reading....
- 13th June 2013
- Jim Ninivaggi
Social selling is a hot topic in sales enablement, with many leaders trying to determine what tools their reps should leverage, how they should engage online with buyers, and what training and support is required. On a recent call, a client asked how SiriusDecisions defines social selling. “That’s easy,” I replied. “It’s the ability of a rep to close business in 140 characters or less.” I was met with dead silence on the other end of the phone. This was a good reminder that humor sometimes loses translation over the phone, just as it does online. Jokes aside, we define social selling as the practice of incorporating social media tools, such as LinkedIn and Twitter, into core sales competencies to increase sales productivity.Continue Reading....
- 15th February 2013
- Marisa Kopec
I listen to conversations about the merits and future of social media and networking for b-to-b. I sit across the table from b-to-b executives who don’t believe that social is impacting or will impact their buyers’ behavior. The most common myth repeated over and over again to me is: C-level decisionmakers don’t have time or are just too important to use social media. To be honest, it feels like déjà vu -- it’s the exact same dialogue the industry had about impact of the Internet on b-to-b buying. And I’m pretty sure that, down the road, we won’t be having this conversation anymore, and social won’t be a issue; it will be just an ubiquitous component in the marketing and sales ecosystem, just as the corporate Web site has become over the past two decades.Continue Reading....
- 7th February 2013
- Pat McAnally
One of our most frequent inquiry topics is how to improve product launch. An important boost to the commercial success of an offering, this process often becomes mired in tactical details and spreadsheet checklists. Most marketers think of launch as an event instead of an opportunity to engage in conversation with their target customers. Unless you are entering a new market, communicating with existing customers should be a priority. Consider who needs to hear about what you are offering and how are you going to reach them. To engage customers in a product launch, social media is a valuable addition to the traditional mix of press releases, emails, newsletters and sales calls. It can be used before, during and after the launch date.Continue Reading....
- 6th February 2013
- Jonathan Block
I admit it; I haven’t been paying much attention lately to what’s happening in b-to-b social media land for the simple reason that I haven’t seen anything interesting and practical that can help our clients. Instead, I see the same people trotting out the same ideas and case studies, mainly around gaining more leads, increasing customer satisfaction and, everybody’s favorite, “driving engagement.” Do I sound jaded and cynical yet? Actually, I’m not at all. These days, I find that most innovation is happening at large tech-company clients — even some with three-letter-acronym brand names — companies that most people view as somewhat conservative.Continue Reading....
- 20th September 2012
- Jonathan Block
Salesforce.com announced the launching of Marketing Cloud, on Wednesday, September 19, during the company’s Dreamforce 2012 event in San Francisco. This should really be called the “Social Marketing Cloud,” as it combines the two recent social acquisitions made by Salesforce.com – Radian6 and Buddy Media – to form a new social marketing software suite. The Marketing Cloud uses the Buddy Media interface for content publishing and the Radian6 tool for monitoring and measurement. How can this combined solution benefit b-to-b organizations?Continue Reading....
- 17th September 2012
- Erin Provey
We’ve gotten many questions lately about what types of documents are required to support a social strategy. What I typically see, at first, is a single, lengthy social strategy document that tries to cover as much ground as possible. Over the course of our work and review process, this is broken down into the following three types of working documents, each with a clear intention, target audience and unique set of inputs and components.Continue Reading....
- 6th September 2012
- Erin Provey
Marketing, over the past 10 years, has undergone a women’s-lib-esque transformation – shifting from a focus on brand and production value to demand creation and lead generation. The tools and technologies that support the modern marketer are less about design and more about measurement. We operate less on gut instinct and more on predictive outcomes. We’ve come a long way, baby…. There is a dangerous non sequitur in this evolution: the implication that a tactic’s measurability is directly proportional to its value and impact. This type of thinking not only puts almost all reputation-oriented spend at risk, it also reinforces old habits that many organizations are hoping to change, such as the shift from traditional marketing to a more inbound-oriented approach. Philosophically and intuitively, most marketers understand the value of inbound in terms of efficiency and effectiveness but remain stuck in their old patterns of behavior because traditional marketing is easier to measure.Continue Reading....
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