Use Social Media for Consideration in B2B Marketing

B2B marketers with highly complex products and services have been given a gift in the last few years in the form of Social Media.

In my opinion, Social Media doesn’t easily equate to Lead Generation for the complex sale. For example a prospect reading a blog entry doesn’t mean they want to buy anything, but it does mean they have engaged with your brand. In fact the stats show that certain forms of Social Media even out perform more traditional ones when it comes to awareness and recall. For example, unaided awareness from podcasts were 68%, compared with 21% for streaming video and 10% for television. Now that’s great recall!

B2B marketers need to set aside collecting metrics like page views, clicks, conversion rates and start nurturing individual leads by using the gift of social media they were given. Social Media is great for consideration so why not use it that way? Don’t measure your teams on page views generated from a campaign. Measure them on how engaged they can get your leads with your content and turn them into sales.

Sales generated from your lead nurturing program are the only real measure of engagement with your campaigns!

 

Unlock your PDF’s and set them free! – a podcast with Peter Nieforth

Classically marketers have always been protective of their content locking them up in PDFs and then putting a registration page in front of them. This behavior is known to have a 1 in 10 (10%) download rate which isn’t bad by marketing standards but on the flip side that means there is a 90% leakage rate!

Studies have shown that a NON protected PDF will get as high as a 20X greater download rate. But then how can you capture registration information?

Peter Nieforth's company, Vitrium Systems, has created a web-based tool called docmetrics. Their solution moves away from external registrations forms to forms that are embedded directly inside the PDF - this allows marketers to collect reader data while they are engaged in the content and share the content with their colleagues. In addition to the data on who is reading the content, docmetrics provides data on when the document was opened, how many pages were read, and how much time was spent on each page.

To hear more about this exciting new technology with my interview of Peter right on the show floor at the MarketingProfs B2B Forum! WARNING: this was recorded on the show floor so it is a little loud (sorry) because there was quite a crowd in his booth!



Link to Original Audio Source

Signup for this Podcast Series

About Peter

Peter Nieforth is the Chief Executive Officer and Co-founder at Vitrium Systems Inc. Nieforth founded Vitrium Systems together with Narayan Sainaney, Blair Adamson and Alfred Dorey bringing together a core group to crystallize and commercialize the ideas and research of Sainaney. Nieforth specializes in financing, organizing and commercializing promising start-ups, most recently acting as Director of Investment for The Loreto Bay Company (LBC), where he worked on raising a total of 18 million US dollars for the world’s largest sustainable resort community, which is currently being built by LBC in the Mexican Baja. Nieforth has also served as an investment specialist for BMO Bank of Montreal, as Financial Advisor for Yorkton Securities Inc. and as Financial Consultant with Merrill Lynch Canada Inc.

Nieforth studied Political Science at Acadia University, and graduated from Mount Saint Agnes Academy in Hamilton, Bermuda.

 

Social Games: Useful for B2B Marketers?

It should come as no surprise that the online gaming market is exploding. In fact, last year online gaming attracted 28 percent of the total worldwide online population -- almost 217 million people!

For a long time gamers were thought of as young guys with glasses and zits playing for 14 hours a day but all that has changed. The market has been embraced much more by women and the age range has expanded from 7 to 107.

Opportunities for product placement as well as experiential branded games are close at hand for us as marketers. Now that games are becoming so prevalent, we’re beginning to see specialized ad networks focused on in-game advertising as an untapped channel. Microsoft and Google have already made acquisitions in the space and start-ups are chomping at the bit.

So to get a better understanding of the gaming space, I had the opportunity to interview Roman Nouzareth the President and CEO of Café.com. Roman is no stranger to online gaming, having successfully founded Boonty, Inc., a leading digital distributor of casual and hardcore games, and ushered in the try-before-you-buy downloadable business model. This time around, his business is focused on entirely new revenue streams – advertising and micro-transactions, or virtual items you buy and use in and around the games. He has a unique perspective on where the online gaming trend is heading.



Link to Original Audio Source

Signup for this Podcast Series


About Roman

Roman is one of the founders of Boonty.com, the worldwide leader in the digital distribution of video games. Boonty offers Internet portals, ISPs, mobile phone operators, advertisers and PC manufacturers a complete solution that combines all areas of expertise needed for a generic video game digital distribution offering, the negotiation and selection of content from publishers, the design and management of a complete e-commerce and downloading platform, online marketing know-how, and a leading role in managing websites' Games component. Casual and hardcore gamers can thus access a catalogue of over 1500 PC and mobile games for an optimal gaming and purchasing experience.

After successfully being in charge of sales strategy, marketing, and publisher relations in Europe and Asia, Roman is now responsible for the North American market. From Manhattan, Roman also took the Product Management lead for the company in order to design and release the new social gaming site cafe.com. Roman was also a Jury member at the famous advertising Cannes Lion Festival in 2000 and a speaker in various events like CES in Las Vegas. He holds a Law Degree from the University of Paris II Assas and is an investor in several start-ups.

 

Unleash your Community on the Election!

One of my most trusted friends and mentors recently joined a very intriguing company called – SuccessFactors (stock symbol SFSF). They specialize in HR software with a SaaS product that is second to none in the market.

From a marketing and social media perspective several things about this company got my attention and my envy as a marketer.

First was the clear communications from the top down. The CEO Lars Dalgaard uses email to the entire company much like an internal blog at all hours of the day reporting back on things like successful client meetings and other interesting findings. Best of all it creates an open dialog with the entire company and builds an internal sense of community and esprit d’ corp.

Next was the sheer amount of new client wins that are coming out of this company. I monitor their RSS feed and every time I turn around they are pumping out press releases with another new client name in it. Kudos to the communications department and the sales team for making that happen!

But what really got my attention was how they unleashed their own internal community on rating and ranking each of the Presidential Candidates by 10 different competencies and published it on their public website. This is a fabulous example of demonstrating your product and its possibilities by connecting it to something that everyone is interested in.

So when last I checked here was the tally…

1) Budgets/Cost Controls – Vote McCain
2) Communication – Vote Obama
3) Decision Making/Judgement – Vote Obama
4) Dependability – Vote Obama
5) Global Perspective – Vote McCain
6) Integrity/Ethics – Vote Obama
7) Listening Skills – Vote Obama
8) Leadership – Vote Obama
9) Managing Conflict – Vote Obama
10) Planning – Vote Obama

Overall Winner - Obama

Sorry Hillary but I guess you already knew that!

 

Brand as a Dialog

An interesting study from the University of Texas recently showed that the typical information posted on social networking sites – favorite books, movies, music, and quotes; major; hometown; and similar personal items – doesn’t always give others an accurate impression of you.

When the researchers tested so called “friends” of a user on basic questions like those found on social networking sites, the information did not help users figure out what others were "really" like. Instead, the researchers found that users’ personalities were much better understood if they posted things on their profile like their most embarrassing or proudest moment, or their spirituality.

What can marketers learn from this study?

To me, I think it says a lot about a brand! If a brand posts very light information on a Facebook company page, has few conversations in the blogosphere, and isn’t really engaging, I expect the researchers would say the same about the brand – people don’t know what it’s “really” like.

But if the brand is creating interesting content, commenting in the blogosphere, reacting to postings with senior leaders, and maybe even having a misstep or two online, in my eyes it makes the brand real. Now I’m not saying to let it all hang out and anything goes online. But if you can tend toward letting go of your defenses and creating some controversy, perhaps you will be much better understood.

 

New Rules of Web Marketing - a podcast with Michael Mace

Many marketing teams are being asked by senior leaders in their organizations why they aren’t using the same cutting edge tactics as some of their competitors. When is it right to use cutting edge tactics? When is it right to use traditional tactics? When and how should you integrate the two?

To answer these questions, I interviewed Michael Mace of Rubicon Consulting. He runs a Web Marketing Boot Camp to help marketing teams come together, discuss these issues, and learn what Web marketing tactics link best to their corporate strategy.

Here is a taste of what Michael covers and what he thinks the future looks like for Web marketers.




Link to Original Audio Source

Signup for this Podcast Series


About Michael

Michael is a principal at Rubicon Consulting, where they help tech companies solve tough strategy and marketing problems. Michael is a former Chief Competitive Officer and VP of Product Planning at Palm, VP of Strategic Marketing at PalmSource, and director of Mac Platform Marketing at Apple. He also has served in many other roles. For more info on him please visit his website.