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In other words, yes you can drive
B2B sales via social media – if
you have a strategy.
20 DEALS IN 90 DAYSBPOS Community Driven Marketing Pilot
WAS IT ONLY A PRINTING PRESS?
Tools vs. Implications
“I know there’s a new world coming, but I’m concerned that Microsoft isn’t
as ready as we could be…”
Something Was Concerning Joelle
The Task
Partners
Build a Program Around Partners That:
• Helps us learn where we’re falling short
• Helps partners market via social media
WHAT TODAY IS ABOUT
1 Program Results
2 How We Did It
3 The Gap Between What MS Offers and What Partners Need
STEPHEN COVEY SAYS…Program Results
Start with the end in mind.
Total BPOS Sales
0
5
10
15
20
25
30
35
40
Jan June
12
37
208%
0
50
100
150
200
250
300
BPOS Pipeline Opportunities
27
247
Jan June
815%
New Customers
0
5
10
15
20
25
Jan June
9
20122%
% of Available Seats Migrated to BPOS
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Jan June
0.07%
3.95%
5543%
This was just to really
impress you!
Partner Generated Content
0
200
400
600
800
1000
1200
Jan June
250
960
Avg. 2 permalinks per partner
per day
JULIE ANDREWS SAYS…How We Did It
Let’s start at the very beginning.
Story of Cross-Team Collaboration
We Put the Call Out
40+ MS FTE’s Helped Spread the Word & Recruit
The Offer with Built In Accountability
We’ll Provide:
• 1:1, 1:Few Consulting• Build Marketing Plan
to Sell BPOS
In Return, You’ll:
• Have Homework• Be Graded• Have Grades Shared
Huge Demand for Help Meant…
Wide Variety of Partners Selected
Marketing
Referral Based (2)
Event Marketing(5)
Dedicated Marketing (2)
Employees
1-5(1)
6-10(2)
11-49(3)
50-99(1)
>1000(1)
Partner Level
Gold(5)
Certified(3)
Registered(1)
Specialized in 9 Different Vertical Markets
Put Them Through Boot Camp
1 Educate them on how marketing is different today
2 Break them of their bad marketing habits
3 Instill new habits for successful marketing
#1: It’s an Attention Economy
#2: Power of Permission
#3: Ridiculous Reach of the Individual
Provide Necessary Survival Elements
1 Be “Remarkable”
2 Be a Good Storyteller
3 Build a Communitythat Cares
Community Driven Marketing
Identify Cultivate Activate
Identify
1 Set Criteria for Raving Fans
2 Use Tools to Listen
Cultivate
1 Be a Content Curator
2 Connect Like-Minded People
YOGI BERRA SAYS…Final Projects Require Strategic Frameworks
If you don't know where you are going, you
will wind up somewhere else.
What the Partners Actually Did
Tell a Great Story
Helped customer move from Google
to Exchange Online in 4 hours!
Here’s the Video: http://bit.ly/aILDu1
Be Helpful to Earn Trust… and Close Deals
“I’d certainly cite this sale as an example of a
connection made ‘virtually’ that then
went on to be a real-world connection and
subsequent sale.”
90 Days = 9 Posts = 7,018 Visitors
LinkedIn-Based Power Connecting
Event 1 Event 2 Event 30%
10%
20%
30%
40%
50%
60%
70%
80%
Increased Turnout for Events
1465
28
Smart Tweeting
Attributes Tweets as critical support to pipeline: 14 deals worth $3.4 mm
“I was excited (and shocked) that it
generated a whole new level of marketing-sales
alignment. My sales guys are actually asking
me about Online Services and how they
can sell them now.”
“Curated” the BPOS Offer
50% of deals closed via new landing page.
ALBERT EINSTEIN SAYS…Some of What the Partners Learned
We can’t solve problems by using the same thinking we used when we
created them.
K.I.S.S.
“Hey, “The Cloud” is coming!”
vs.
Focus on People and Relationships
vs.
Servicing Boxes(Short-Term)
Servicing People(Long-Term)
Quality vs. Quantity
QUALITY
QUANTITY
QUANTITY
QUANTITY
“The old models of more, more, more
people to get reach are outdated. Sure,
you need to grow, but having the RIGHT people is better.”
Other Things Learned
The Importance of “NSM”
Pete’s Pub Test Perpetual Beta, As an
Approach
PETER DRUCKER SAYS…Now, Let’s Talk About the Gaps
Efficiency is doing
things right; effectiveness is doing the right things.
Gap Analysis
Community Sourced Effort to Address Gaps
BPOS-CDM Community-Created Prototype Video
Desirability
Viability Feasibility
SOLUTIONS
DISCUSSION TOPICSCreating Balanced Solutions
VALUE OF COMMUNITY
Already in Action
Desirability
Viability Feasibility
SOLUTIONS
How to “soundbyte-ify” content so that it can be quickly leveraged and shared?
How to help partners become better storytellers (and how to help MSFT become better storytellers)?
How to turn content owns into community managers?
How to foster accountable partner communities?
Desirability
Viability Feasibility
SOLUTIONS
How to inject “remarkability” into the partner experience center?
How to provide ongoing support for partners as “canaries in the coal mine?”
How to provide ongoing support for pilot partners as community managers?
How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities?
Desirability
Viability Feasibility
SOLUTIONS
How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers?
How to use the tools of social media to get more clarity for MS and for partners?
jer979@neverstopmarketing.com
Twitter: @jer979
Linkedin.com/in/jer979
www.neverstopmarketing.com
A big thanks to Dharmesh,
Joelle, Jennifer &
Charl for this opportunity!
• How to “soundbyte-ify” content so that it can be quickly leveraged and shared?
• How to help partners become better storytellers (and how to help MSFT become better storytellers)?
• How to turn content owns into community managers?
• How to foster accountable partner communities?
• How to inject “remarkability” into the partner experience center?
• How to provide ongoing support for pilot partners as community managers?
• How to provide ongoing support for partners as “canaries in the coal mine?”
• How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities?
• How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers?
• How to use the tools of social media to get more clarity for MS and for partners?
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