George Krautzel discusses driving lead generation through B2B communities. Toolbox.com has over 3 million monthly visitors across IT, HR, and finance communities, providing a platform for professionals to share knowledge. Trends show increasing consumption of user-generated content and acceptance of vendors participating in conversations. Tactics for lead generation include promoting assets to engage audiences, building a presence to listen to customers, nurturing leads within communities, and creating advocacy through customer champions. Social media requires continuous investment but can quickly engage audiences, while traditional campaigns directly tie funding to results but impact ends when campaigns end.
2. 2 Contents Toolbox.com Background Trends in the Marketplace Determining the Right Environment Lead Generation in B2B Communities Swing Thought – Where This is Going Q&A
25. Shift #3: Emergence of Brand Management (Company) 9 Community conversation about the vendor and products Background on the vendor White papers, documents, and other research from the vendor Connections with interested community members
80. E-mail – newsletters, list rentals2004-2009 2010-2015 1996-2003 Evolution of Online Marketing 20
81. 21 Impact = Site visits/leads Effort = Funding Marketing ROI – Traditional Campaigns Traditional Campaigns With traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.). VALUE TIME Source: Pauline Ores, IBM
82. 22 Impact = Relevance and engagement Effort = Funding Marketing ROI – Social Media Campaigns Social Media Impact Social media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining. VALUE Marketing through an online community allows advertisers to quickly engage and make an impact with their target audiences. TIME Source: Pauline Ores, IBM
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84. My profile on Twitter: http://twitter.com/georgekrautzel