Posts Tagged ‘ROI’

Open Letter to Buyer-Enabled Organizations

December 20th, 2011

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.

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Where Are You in the Social Marketing ROI Spectrum?

August 17th, 2011

Direct Marketing and SPAM: If you are not an approved IP address, you can’t message to this server

June 8th, 2011

Email email email Its amazing how many BtoB marketing communications, direct marketing,and demand generation firms claim that they do social marketing as well as the 50 other things that they drop on their list of “specialities”; “We do SEO, website building, marketing automation, demand generation, telemarketing, lead qualification, marketing analytics, web content development, and SOCIAL MEDIA MARKETING.”

Ok, after reading 50 of these websites, I am not even sure what social media marketing is…. I gather that they think it is Linkedin, Twitter, and throw in Facebook for good measure. Oh, throw in videos, blogging, podcasts, and webinars to be safe… Oh, also throw in our standard suite of services and something about ROI. Then let’s connect to everyone like crazy on twitter and make sure that we blog on a regular basis, show up to a bunch of marketing events, and put out a couple of press releases.

In truth, most of them don’t really know how to create inbound lead generation from social marketing. It isn’t easy, actually in many ways much harder than traditional marketing. It is a lot easier to load up a database, create a newsletter, and watch the “opens” rate and the hits to the websites. Oh, and add the ubiquitous, connect to us on (pick your platform) widget at the bottom next to the “do not contact” link.
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Solution to the Pains of BtoB Complex Sales Process is a Good Social Marketing Lead Generation Program

January 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.

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Social Business Fades Away

January 25th, 2011

For those of us who lived through the web evolution remember the disruption on business status quo quite well…

5 Stages of Web Development

  1. Websites and Webmasters – tactical and basic
  2. Web Groups – tactical and advanced
  3. Web Strategy – Strategic and Advanced
  4. Web Functional – Every Dept. and Application had a web function
  5. Business Strategy – Web no longer became an issue, everything was web enabled – assumed

In Social Business, we are seeing the same thing….

  1. Social Media Presence on Public Social Networking Sites and Social Media Managers – Assumed
  2. Social Media Groups – Maturing – Team to manage the social function
  3. Social Strategy – Evolving – Strategic and Coordinated Across Enterprise
  4. Social Function – Emerging
  5. Business Strategy – TBD – social becomes part of the enterprise DNA

If social business strategies and functions are still evolving yet, that means that there doesn’t currently exist an industry standard for developing a social business structure. This translates into a greater risk either of failure or inability to justify investment; inconsistent performance; or a lack of measurability. In short, business impact will be continue to be ad hoc until a standardized set of industry methodologies emerge. Mature organizations need risk management and defined ROI for major investments which will drive the development.

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