Archive for September, 2011

Social Target Marketing for Complex Sales – Evangelism, Advocacy, Justification

September 26th, 2011

As part of our process, we have built a three-part conceptual framework for social target marketing and the business impact that we believe is critical for managing the complexity of the buying process in today’s market.  The first, “Open Letter to CMO’s” focuses on the impact that social is already having on the purchase behaviors in your industry and established the foundation for the criticality of the business case. The second, “Social Target Marketing for Complex Sales” focuses on the right approach for your organization to take and that the timing is more critical than ever.

The third is understanding how to apply that process to internally developing the consensus around the business case for social target marketing.  Our recommended approach is to focus on building the business case as part of the evangelism and then allow the internal team to build the business justification based upon the available resources, budgets, market priorities, and timing factors. We schedule one-on-one meetings with each of the critical stakeholders to build consensus prior to a formal meeting. At the meeting, we then provide external social market research as validation and a checkpoint for the internal team to evaluate your organization’s readiness.  Our commitment is to manage the business case and evangelism processes, but transition the actual decision making process to the internal sponsor.

Continue reading “Social Target Marketing for Complex Sales – Evangelism, Advocacy, Justification” »

Open Letter to CMO’s – Social Target Marketing for Complex Sales

September 26th, 2011

I’m not sure if you saw the “Open Letter to CMO’s” in the Social Executive Council.  The feedback we’ve received is that the post is helping to build your own business case to address the impact that social is having on the purchase behaviors in your industry, in particular those with a very complex buying/selling process.

With that in hand, many of you have now asked me to share our approach, to arm you, as the internal advocate, for the conversations you need to have within your organizations as to why social target marketing is more critical than ever.

At a high level, social target marketing is about how we can build better relationships with likely buyers to create new opportunities for our business that we’re missing out on today.

Continue reading “Open Letter to CMO’s – Social Target Marketing for Complex Sales” »

Recent Social Executive Council Post: Open Letter to CMO’s

September 9th, 2011

It has been awhile since I wrote my last open letter to the SEC, but my goal with these is to summarize important trends that I see consistently across the executive members within the group in a way that helps highlight major strategic challenges. Continue reading “Recent Social Executive Council Post: Open Letter to CMO’s” »