2. OUT OF CONTROL C.
2009 Press
Analysts
Company
Channel
Customers
Markets truly became a conversation
Influencer
You are
here
3. FRAMEWORK
Measure
How will you measure success?
Voices
How do you want to speak?
Listen
What is the market saying?
Goal
What do you want to accomplish?
4. WORKSHEET
Informer Seller Worker “One-liner
guy”
Brand
awareness
Influence
the market
Lead gen
Customer
support
Goal
Voices
Tactics
Metrics
11. LISTENING
As the sales blogger Jim Keenan puts it, “A lead today can
be a complaint on Twitter, a question on LinkedIn, or a
discussion on a Facebook page.”
12. LISTENING
• Getting into the conversation
• Know what is going on
• Don’t be the “dig me” guy
• General market intelligence
• Prospecting
• Hearing what the pain points are
• Understanding your customers’ concerns
• Empowering sales people
• Support
• Solving problems
• Being available
16. HUBSPOT QUESTIONS
Define inbound marketing. Contrast with outbound marketing
List and describe the three skills (according to HubSpot) to
maximize inbound marketing.
Why do you think inbound marketing is less expensive than
outbound marketing?
Why do B2B companies derive greater value from inbound
marketing (and HubSpot’s offering) than B2C?
20. NEXT WEEK
All:
• Case: EMC
• The B2B Social Media Book, Chapter 5, 7
• Article: Adding Social Media to the Marketing Mix
• Article: What’s your social media strategy?
Credit; Grade Students:
• Answer the attached questions and submit before class
via email ronpiovesan@gmail.com
• Answers can be in short paragraphs or bullet points.
• One page is sufficient
Editor's Notes
Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
https://www.facebook.com/Intel
http://newsroom.cisco.com/
http://blog.hubspot.com/
https://twitter.com/DellCares
Demo: manualHootsuiteLinkedIn GroupsReddithttp://www.linkedin.com/today/?trk=tod3-top-navGo back to examples
Define inbound marketing. Contrast with outbound marketingv
List and describe the three skills (according to HubSpot) to maximize inbound marketing.
Why less expensive? Distribution is free. Reaching 100s millions for free? How much for advertising?Why more effective? Longer sales cycles. More complex decisions? More people involved in decision