Great discussion last night at the SVAMA event about how B2B marketers can leverage social media to generate leads. Check out the summary by Kirsty Scott of SD Design.
A few points I thought were esp. interesting, insightful, or controversial.
1. Create LOTS of interesting, relevant content. But how, given limited resources? The panelists suggested:
- One person can generate a lot of content and a lot of buzz – it doesn’t take an army
- You don’t have to be a professional writer. Just get your ideas across.
- Give your community a forum for creating content. WD40 fan club is a great example of community-generated content.
2. “The internet is a great medium for experimentation,” Mike Linton.
- Its easy to try out different tactics, different language, and different social media hubs. You quickly can learn a lot about what works and what doesn’t.
- Its easy to overcome resistance inside your company by suggesting, “Let’s just run it as a test.”
3. The community is there. Deal with it.
- If your company thinks its not “doing social media,” its wrong. Users, customers, and probably employees are talking about you, whether you’re there or not. Best to join the conversation than to be ignorant. (Sounds like parenting advice!)
- Communities take on a life of their own. Don’t expect to control or even guide the conversation. Instead find an employee most like your audience and ask them to participate in the dialogue.
- Develop a thick skin. Even within communities you create, someone will find something negative to say, and chance are, it will get disseminated. Don’t be taken by surprise, and don’t panic.
4. Lead Gen is a process, not an event.
- Include calls to action – SUBTLE ones – in your content.
- Give people the opportunity to “self identify” as interested though their actions and responses to many different forms of interactions (Blogs, tweets, webinars, emails, facebook fan clubs, LinkedIn group participation, etc.)
- Track participation and score interest level based on those interactions. It takes time and experimentation to find the most promising patterns.
5. Traditional PR is in trouble, and reporting is dead (or at least, in the re-animation ward).
- If everyone if writing about the latest events, for free, what’s a reporter left to do?
- PR’s traditional emphasis on providing access to reporters and providing reporters with story no longer provides the value it once did.
Were you there? Tell us about other great insights from the evening.
Do you agree or are these suggestions off the mark? Share your B2B Lead Gen experiences via Social Media.
More ideas on cultivating customer contribution and creating opportunities for interaction by turning traditional marketing into Marketing 2.0
6. In-person events – These are expensive to put on, so why spend the entire time lecturing on information that’s already in your collateral? Third party presenters can be more interesting, but any lecture can get dreary fast. Give attendees lots of time to interact with you and with each other, while you listens and takes notes. Consider a workshop rather than presentation format so that the entire event is interactive.
7. Trade Shows – This seems like a highly interactive event, but most booth staffers are so focused on doing the demos and spewing the spiel, that the opportunity to listen is lost. (I adore alliteration.) To change the mindset, make it clear you’re at the show to interact with and listen to customers, not just to be seen and heard. Set objectives of specific information you want to gather from booth visitors or people attending your sessions. Ask a few questions or give a short (5 questions max) survey before handing out the tchachkis, or organize mixers and events that have information gathering as an explicit objective.
If a widely open a conversation seems too much of leap, try these by first letting a small group of customers you know well contribute and participate, then open further when you’re comfortable managing a broader conversation.
Have you tried these or other ways to engage customers in conversations? Share them in your comment!
Read More
Turning Marketing into Conversations – Part 2
Turning Marketing into Conversations – Part 1
Spent the day at the Sales 2.0 conference in San Francisco. Lots of insightful speakers including Judy Fick of Unisys, Jeremy Cooper of Salesforce.com, my friend Gail Ennis of Ominture, and David Satterwhite of newScale.
A few noteworthy quotes:
- To find the buyer, “find out who will get fired if the problem isn’t solved.”
- “If you’re following up on the leads that already have a budget and a time line, you’re too late”
- “Never confuse activity with results” – Judy Fick
- On the importance of metrics in a recession: “When the tide goes out you know who’s been swimming naked.” – Warren Buffet quoted
The big themes:
- Instant information about customer behavior, and instant response
- Sales and marketing alignment and collaboration
- Value creation as part of the sales and marketing processes (see solutions marketing post that touched on this same topic)
- Technology helps create unprecedented visibility and responsiveness – and you need a collection of vendors to cover the entire customer life-cycle. Average # of sales / marketing 2.0 software products shown on presenters’ slides was 8.
A few dozen exhibitors showing all manner of cool software and services for deeper, more detailed, more responsive insight into customers and their behavior. Spoke to some very happy customers of Genius.com, LucidEra, and ConnectAndSell.
More info and some conclusions tomorrow after Day 2.
More ideas about how to transform traditional marketing tools into Marketing 2.0 vehicles.
3. Websites – Don’t hide customer feedback and support in a corner of your site. Place feature request and comment links right on product pages, so that customers can respond immediately to the content they see. Asking a question gets the customer more engaged than downloading a white paper. Involve product management and engineering in responding to the queries. It’s a great way to for them to touch the customers they otherwise rarely or never see. Post the most interesting questions and answers or turn them into additional content.
4. Press releases – What if your PR people became your customers’ and partners PR people? Lots of stories would best be told by someone other than a vendor. (And would be more likely to get picked up for coverage.) Build relationships with your customers’ and partners PR departments to understand how and where they want to be seen, and how talking about your relationship can help with that. Have your PR staff assist partners and customer with replying to PR opportunities.
5. Webinars – Yes, by now, this is a “traditional” marketing tool. But many companies tend to make webinars too one-directional. Use all the interactive tools (and the many webinar hosting services that offer them). Polls, chat, and Q&A are the common set. Use surveys both before and after your webinar. And don’t limit the surveys to questions about the webinar like the all too familiar “Did you find this useful?” Instead, ask questions that help you understand customers or that customers will be interested in too. The latter gives you an excuse for a follow-up contact that actually delivers value.
Have you tried these or other ways to engage customers in conversations? Share them in your comment!
Read More
Turn Marketing into Conversations – Part 1
Turn Marketing into Conversations – Part 3
