The last two posts, an “Open Letter to CMOs” and an “Open Letter to Buyers” have triggered a large number of pretty intense conversations about the frustrations that you’re feeling today around the disruptive impact social media is having on your markets. It’s disruptive, not because of the technology, but because of the impact it’s having on your relationships with your buyers, their perceptions of your organization and their desire to want to begin or continue to do business with you. The fear and the uncertainty that you’ve shared with me is not knowing what impact this disruption will ultimately have on your company’s reputation, revenue, market share, the quantity and quality of the relationships with your buyers, if you were to just continue down the same path you’re on today.
Posts Tagged ‘ROI’
Solution to the Pains of BtoB Complex Sales Process is a Good Social Marketing Lead Generation ProgramJanuary 31st, 2011
Most people don’t think BtoB Complex Sales when they think of social media, but social’s ability to target with laser-like precision, enable buyers to self-educate, and allow for a variety of different buying paths; BtoB complex sales may become easier, in the long run, to demonstrate social media’s ROI in terms of marketing and lead generation.
We pulled together the common challenges and opportunities that we have seen for BtoB customers specifically. Many of these overlap for BtoC, but given these tend to be more transactional; BtoB or complex channel sales processes have more specific pains associated with the need to build multiple relationships with much greater strategic impact within a sale. The number of moving pieces can be much more visible and more easily managed via a social lead generation programs. We thought this list might help a sales & marketing executive realize they are not alone in their challenges and begin to help them build the foundation for a business case for social marketing.