November 15, 2016 #B2Better

The CMO Guide to Rocking B2B Social Media

How to Create a Social Business from the Top Down

#B2Better

Robyn Showers Director of Content Marketing, Tracx

Moderator

Jason Jue Chief Marketing Officer, Triblio

Panelist

Nick Panayi Head of Global Brand & Digital Marketing, CSC

Panelist

Jenifer Kern Chief Marketing Officer, Tracx

Panelist

Agenda

1. The Big Myth About B2B Social Media

2. The Social CMO’s Role

3. Advice from the Experts

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The BIG MYTH About B2B Social Media

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“My customers aren’t using social media to make business decisions.”

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Actually…

They are.

75% of B2B buyers have been influenced by information they

found on social media.

Source: American University

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720 new social media

mobile users

1300 blog posts

56,000 Instagram

photos

360,000 tweets

1.7 million Facebook posts

2 million YouTube video

views

4.2 million Snapchat views

5.6 million Facebook video

views

SOCIAL MEDIA MINUTEIN A

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B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation.

Turning your customers into advocates and marketers on behalf of your brand pays off a lot more when you’re selling $10,000 pieces of manufacturing equipment, than it does when you’re selling $3 cans of Pringles.

— Jay Baer

In fact, social media can be MORE transformative for a B2B company than a B2C company.

”

“

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The Social CMO’s Role

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30% of CMOs will be fired in 2017 for lacking the skills to

achieve digital transformation and create social businesses

Source: American University

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3 types of Social CMOs

1. Traditional Taylor

Inherited social, but not comfortable with it. Needs help seeing the value and

getting started.

2. Savvy Sarah

First adopter with social. Knows her customers today are social-enabled and

wants to more deeply ingrain social into her organization.

3. Boxed-In Blake

Social is working fine in marketing, but it’s not a focus nor is it well-integrated

in other areas of the business.

3 types of Social CMOs

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What are some ways B2B companies can (and should) use social media?

B2B Use Cases

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Awareness. Manage expectations and find your internal champions. Start at

the top (CEO) to gain buy-in and work down/out from there.

Adoption. Training and facilitating cross-departmental collaboration.

Advocate for social beyond Marketing’s walls — Sales, HR/Culture,

Recruiting, Security, Customer Service, and more.

Analysis. Don’t let social data go to waste. Tap into data for all kinds of

actionable insights.

Accolades. Share small and big wins. Communicate successes and tell your

stories to weave social into fabric of your business.

How to Build an A+ Social Business

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2

4

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The time is now — social media is only going to grow in importance.

Lead your company to success!

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Ask the Experts

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Ask the Experts

Nick Panayi

Head of Global Brand & Digital Marketing

#B2Better

Social Success Story "Extreme” social makeovers for SMEs, decision maker social forensics, and targeted social outreach in support of multi-million dollar sales pursuits

How I Did It • Built innovative Pursuit Marketing function

• Strong buy-in and collaboration with strategic sales

• Showing social tools in action, when a salesperson is at their most attentive (in pursuit of a year-making deal)

How I Use Social Media Today Social for pursuit marketing; brand and campaign amplification; tracking and analytics; and “scaled but personalized” outreach

Best Advice to B2B Marketers Social is NOT a lead generation tool. It’s a relationship and credibility-building tool, that can eventually help you get a seat a the table

Ask the Experts

Jason JueCo-founder &

Chief Marketing Officer

#B2Better

Social Success Story • Top 5 B2B Marketing Social Influencer Brand*

How We Did It • All involved, not automated

• 1:1, not 1 to many

• Corporate feeds: Anybody can write

How We Use Social Media Today • Branding: ecosystem engagement

• ABM: Identify & engage stakeholders

Best Advice to B2B Marketers. Social is: • Best contact database

• Most efficient attention grabber for sales

• Measure engagement, not conversion

*Onalytica

Ask the Experts

Jenifer Kern

Chief Marketing Officer

#B2Better

Social Success Story Convincing a multi-generational team of Recruiters, Sales Reps, and Operations employees to get active on social to expand digital footprint, brand awareness, and generate leads + trust.

How I Did It • In small steps, so as not to overwhelm

• Making it “optional”

• Illustrating personal success they could achieve and impact on our business

• Workshops and 1-on-1 guidance/support

• Social Media Task Force

How I Use Social Media Today • To engage in relevant and timely dialogue

related to current events

• To humanize our B2B brand and make it fun

• Paid advertising, boosting

Ask the Experts

Nick Panayi Head of Global Brand &

Digital Marketing CSC

Jason Jue Chief Marketing Officer

Triblio

Jenifer Kern Chief Marketing Officer

Tracx

Thank you!

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Curious About Tracx Social Media Software?

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Appendix

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Appendix #B2Better

Maersk Line — Current Events #B2Better

CBRE — Humanizing your brand #B2Better

GE — Incorporate whimsy #B2Better

GE — Make “boring” topics interesting with content #B2Better

AMEX — Focus on the customer #B2Better

Tracx — User-generated content #B2Better

Cisco — Participate in trends #B2Better

Novartis — Showcase volunteerism #B2Better

Intel — Attract hires with employer branding #B2Better

HubSpot — Use social for lead generation #B2Better

Tracx — Engage one-on-one #B2Better