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This is the presentation I made at SES Singapore about the importance of social media in B2B marketing. My point of view is that social media is extremely important for B2B marketing (and even more relevant than for B2C) and I support this statement by answering 3 pertinent questions
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THE ROLE OF SOCIAL IN MARKETING
B2B SOCIAL MEDIA
MARKETING
SOCIAL MEDIA IS CRITICAL FOR
B2B MARKETING SUCCESS
ANSWERING 3 QUESTIONS
IS THE CURRENT B2B SOCIAL LANDSCAPE
B2B MARKETING OBJECTIVES CAN SOCIAL MEDIA ACHIEVE
IS B2B DIFFERENT FROM B2C
WHAT
HOW
WHICH
ANSWERING 3 QUESTIONS
IS THE CURRENT B2B SOCIAL LANDSCAPE WHAT
B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES
GlobalWebIndex, Oct 2011
THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES
GlobalWebIndex, Oct 2011
BUSINESS DECISION MAKERS ARE SIGNIFICANTLY MORE ACTIVE IN SOCIAL MEDIA
GlobalWebIndex, Oct 2011
AND THEY CONTINUE TO GROW FASTER THAN THE AVERAGE USER
GlobalWebIndex, Oct 2011
AND YES, FACEBOOK WORKS FOR B2B
GlobalWebIndex, Oct 2011
MOST MARKETERS ARE FULLY ONBOARD
BUDGET ALLOCATION FOR B2B SOCIAL MEDIA
BUDGET ALLOCATION CORRELATES TO SALES
THEIR SOCIAL MEDIA PRIORITIES ARE MAINLY BUSINESS DRIVEN
USAGE VS EFFECTIVENESS
ANSWERING 3 QUESTIONS
IS B2B DIFFERENT FROM B2C HOW
SOCIAL MEDIA IS MORE RELEVANT
TO B2B MARKETING
THE B2B BUYING PROCESS IS A COMPLEX ONE
MUTIPLE INFLUENCERS INVOLVED IN DECISION
A LONG SALES CYCLE
BUSINESS PROFESSIONALS MUST LOWER THEIR PURCHASING RISKS
ANSWERING 3 QUESTIONS
B2B MARKETING OBJECTIVES CAN SOCIAL MEDIA ACHIEVE WHICH
TOP B2B SOCIAL MEDIA OBJECTIVES
DEMAND GENERATION
ESTABLISH THOUGHT LEADERSHIP
BRAND BUILDING
BUILD CUSTOMER LOYALTY
CROSS-SELLING / UP-SELLING
A LOT OF IT REVOLVES AROUND CONTENT MARKETING
THE CONSUMER JOURNEY
Awareness
Consideration
Conversion
Loyalty
Advocacy
THE CONSUMER JOURNEY
Awareness
Consideration
Conversion
Loyalty
Advocacy
SEED NURTURING
LEAD NURTURING
OPPORTUNITY NURTURING
CUSTOMER NURTURING
DEVELOPING RELATIONSHIPS
BUILDING & MAINTAINIG
RELATIONSHIPS
SUPPORTING THE SALES
CYCLE
DEEPENING & EXPANDING CUSTOMER
RELATIONSHIPS
THE CONSUMER JOURNEY
Awareness
Consideration
Conversion
Loyalty
Advocacy
SEED NURTURING
LEAD NURTURING
OPPORTUNITY NURTURING
CUSTOMER NURTURING
THOUGHT LEADERSHIP
BRAND BUILDING
DEMAND GENERATION
CUSTOMER LOYALTY
CROSS-SELL UP-SELL
DEVELOPING RELATIONSHIPS
BUILDING & MAINTAINIG
RELATIONSHIPS
SUPPORTING THE SALES
CYCLE
DEEPENING & EXPANDING CUSTOMER
RELATIONSHIPS
- WEBSITE TRAFFIC
- SEARCH RANKINGS
SOCIAL MEDIA IS CRITICAL FOR
B2B MARKETING SUCCESS
ANSWERING 3 QUESTIONS
B2B DECISION MAKERS ARE MORE SOCIAL
B2B MARKETERS ARE LEVERAGING ON SOCIAL MEDIA EFFECTIVELY
SOCIAL MEDIA PLAYS AN IMPORTANT ROLE IN THE REVENUE CYCLE
WHAT ABOUT ROI?
Thanks! vincent.teo@proximity.com.sg @intersphere www.youtube.com/proximityworldwide www.digitallabblogasia.com
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