Solution to the Pains of BtoB Complex Sales Process is a Good Social Marketing Lead Generation Program

January 31st, 2011 by Matthew Rosenhaft No comments »

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 by Matthew Rosenhaft No comments »

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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Building an Effective Online Corporate Community

January 20th, 2011 by Matthew Rosenhaft No comments »

What is the right balance between peer-to-peer engagement and corporate control in managing an online community? Are communities supposed to be democratic and open forums of communications? Will you lose participants if you try to apply structured governance of your community? Is there a formula for balancing the rights of the participant and the community owner?

Having run several communities over the last few years and then obviously providing consulting on developing communities; my 2 cents worth is that there is a standard “community” template and hard, fast rules about how to run communities.

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Social Media is Raising the Bar on Enterprise Relationships

January 4th, 2011 by Matthew Rosenhaft No comments »

I admit it. I have used the phrase “Relationship with the Brand” at one point in my career. I am now officially classified as a recovering “brand” guy.

 But, then again I have also used Customer Relationship Management to describe a customer relationship with the same seriousness. I have also come to the revelation that CRM really stands for customer record management.  I am also now officially classified as a recovering “CRM” guy too.

 If I keep this up, I won’t have many corporate friends left.

 In all seriousness, the state of the technology is improving and we are seeing the impact of social media on the corporate view of “customer relationships”. If you ask almost any senior executive about the importance of customer relationships, or any enterprise relationships, you will get an absolute affirmative. All of them would agree that relationships make the difference in business, but they would be challenged to express how relationships have a direct tangible benefit.

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Calling All Social Business Visionaries

December 6th, 2010 by Matthew Rosenhaft No comments »

If you are a senior executive who get “social business” we need you to come into the Social Executive Council (LinkedIn Group) as a first stage introduction (with over 20% of the Fortune 100 represented at the senior exec level – it is rapidly becoming the core group for senior execs in this area), then read our blog in depth to see how we fit into the bigger enterprise strategy, and then talk with Judy to see how we can help you own this for your organization and eventually your market. 

The good news/bad news is that we are rapidly becoming overwhelmed with people who could potentially be interested in building a social business plan/organization/etc. that we need a way to filter the early adopters from the people who are just merely interested.

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