inbound marketing: shifting budgets, shifting expectations

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

ktito@newenglandb2bmarketing.com

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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