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The View from 10,000 Feet: B2B Marketing in a Social and Mobile World

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In the past year, Apple's market cap surpassed Microsoft's, more searches were done on Facebook than on Google, and mobile devices outpaced the sales of computers. There's no way to avoid the fact that reaching your target audience is more challenging than ever. It requires new tools and new approaches in addition to traditional activities. In this session, industry analysts and leaders share their observations about what's changing, what's the same, and how leading B2B companies are embracing these changes to continue to drive measurable growth.

Veröffentlicht in: Business
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The View from 10,000 Feet: B2B Marketing in a Social and Mobile World

  1. 1. The View from 10,000 Feet:<br />B2B Marketing in a Social and Mobile World<br />Tricia Gellman<br />Director, Product Marketing<br />
  2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
  3. 3. A B2B Marketing Discussion<br />Ray Wang<br />Todd Forsythe<br />
  4. 4.
  5. 5. About Constellation Research<br />5<br />Next generation research firm advocating for buyers<br />Brings real world experience, independence, and objectivity to clients<br />Addresses cross-role, cross-functional, and cross – industry points of view<br />Bridges legacy optimization with future innovation<br />Focuses on social, mobile, cloud, analytics, unified communications, Gov 2.0, internet of things, and legacy optimization<br />www.ConstellationRG.com @ConstellationRG<br />
  6. 6. Customers have moved, companies fallen behind<br />Macro trends move business beyond social<br />Reengagement begins with trust and social<br />SCRM and B2B<br />Next Steps<br />Agenda <br />6<br />
  7. 7. Customers Have Moved, Companies Fallen Behind<br />
  8. 8. 8<br />Three forces drive the changing dynamics in customer engagement<br />
  9. 9. Trust moves beyond financial performance. Trust is the new social currency.<br />Source: 2010 Edelman Trust Barometer<br />9<br />
  10. 10. Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)<br />Facebook added 100 million users in less than 9 months<br />iPhone applications hit 1 billion in 9 months.<br />There are over 250,000,000 Blogs<br /> 25% of search results for the World’s Top 20 largest brands are links to user-generated content<br />83% of companies using LinkedIn as a primary tool to find employees<br />.<br />Wikipedia has over 15 million articles…some studies show it’s more accurate than Encyclopedia Britannica.<br />Social adoption moves past all tipping points<br />10<br />
  11. 11. Traditional CRM failed to engage customers and win over trust<br />11<br />CRM initiatives focused more on management of customers and less on relationships<br />Processes and systems failed to mine the rich interaction history<br />Solutions addressed the managers requirements but not the front line workers<br />Business analytics lacked actionable insight<br />Customers moved on and took matters into their own hands<br />
  12. 12. Beyond Social Business<br />
  13. 13. 59% will readily speak poorly about a bad customer experience<br />70% of consumersexpect an apologyfor bad service<br />21% believe companies take their business for granted<br />91% consider customer service important in deciding to do business<br />.<br />48% report always or often using an online posting or blog to get other’s opinions about a company’s customer service reputation<br />13<br />Customers have taken matters into their own hands<br />Source: American Express Global Customer Service Barometer April 13th – April 20th, 2010<br />
  14. 14. 14<br />Five macro pillars for the decade<br />Design Thinking Inspired User Experience<br />
  15. 15. 15<br />Organizations will move beyond social to P2P to create tailored customer experiences<br />
  16. 16. 16<br />Translating data to deliver information and insight<br />
  17. 17. B2B Call Out<br />
  18. 18. Start B2B marketing with the 5Ms<br />18<br />
  19. 19. Provide listening capabilities to filter out noise from the social sphere. Encapsulate both metrics and measurement. Extract insights making measurement more effective. <br />Brand monitoring software that monitors and scrapes the social web, has team-based workflows and connects to existing CRM databases. <br />Use tightly scoped keywords to define the search parameters. Yet don't go too tight or you miss key opportunities – going too wide results in too much noise. <br />Monitoring<br />19<br />
  20. 20. Mapping solutions identify relationships. Due to lack of single identity, companies must link social profiles to customer records to provide a holistic experience. <br />First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles. <br />The trick is to get them to map their profiles for you. Entice them with rewards, better service, and special deals in an opt-in manner.<br />Mapping<br />20<br />
  21. 21. Without a purpose, social data is unactionable. Business rules and processes are needed to triage the right information to the right teams in real-time. <br />Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks. <br />Companies must develop a crises plan for worst possible scenarios and conduct internal fire drills. Expect the worst to happen on Friday afternoons.<br />Management<br />21<br />
  22. 22. Middleware technologies glue the social world to the enterprise. Data must seamlessly flow between systems, and advanced dashboards that provide intelligence.<br />Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems. <br />Develop business rules based on your unique processes. Include workflows, complex event processing, and enablement technologies to respond. <br />Middleware<br />22<br />
  23. 23. What you can’t measure you can’t improve, therefore organizations must be able to benchmark what’s been done. <br />Advanced dashboards that provide intelligence. Measure based on business objective like improved satisfaction, spread of message. <br />Rely on data to provide benchmarks, trending, prediction, and sentiment. Bring the insight into actionable state. <br />Measurement<br />23<br />
  24. 24. The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Marketing<br />Sales<br />Service & Support<br />Innovation<br />Collaboration<br />CustomerExperience<br />2. Social Marketing Insights<br />6. Social Sales Insights<br />9. Social Support Insights<br />12. Innovations Insights<br />14. Collaboration Insights<br />17. Seamless Customer Experience<br />3. Rapid Social Marketing Response<br />7. Rapid Social Sales Response<br />10. Rapid Social Response<br />13.Crowdsourced R&D<br />15. Enterprise Collaboration<br />18. VIP Experience<br />4. Social Campaign Tracking<br />8.Proactive Social Lead Generation<br />11. Peer-to-Peer Unpaid Armies<br />16. ExtendedCollaboration<br />5. Social Event Management<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />24<br />
  25. 25. How B2B works a bit differently<br />25<br />Start With 5M’s and Build Off Of Support<br /><ul><li>F1:Monitor to see if your targets are using social tools
  26. 26. S2 – S3: Start w/ support for both PR and C-Sat drivers
  27. 27. I1 – I2: Leverage support communities for innovation
  28. 28. C1 – C3: Leverage support communities for collaboration</li></li></ul><li>Next Steps<br />
  29. 29. Bottom line – efforts must increase business value while reducing technology costs<br />27<br />Value Chain<br />Enterprise<br />Complexity of Requirements<br />Business Impact<br />Dept.<br />Cost of Technology Delivery<br />> 5%<br />2.5- 5%<br />0 -2.5%<br /><1%<br />Percentage of Revenue<br />
  30. 30. Questions And Answers<br />
  31. 31. 29<br />Thank you<br />R “Ray” Wang<br />+1. 650.918.6619R@ConstellationRG.com<br />Twitter: @rwang0<br />http://blog.softwareinsider.org<br />www.ConstellationRG.com<br />
  32. 32. BtB 2.0<br />Todd F. Forsythe<br />VP Global Campaigns<br />
  33. 33. Consumerizationof Business<br />
  34. 34. Consumerization of Business<br />Social<br />Mobile<br />Cloud<br />Based<br />IS IN THE CLOUD<br />
  35. 35. Two Areas To Explore…<br />Evangelism<br />Customer Experience<br />Connected Communities<br />Turn Consumers into Producers<br />
  36. 36. Customers are People – Even in B2B <br />
  37. 37. What Does It Mean for Business?<br />Source: Peak by Chip Conley, CEO of Joie de Vivre Hotels<br />
  38. 38. One Job?<br />Chief Marketing Officer<br />“How Do I Build A Brand That People Want to Talk About?”<br />VP, Customer Service<br />“How Do I Delight Customers So We Maintain a Healthy Brand?<br />
  39. 39. It’s Never Been Easier To Share Your Experiences…<br />Search<br />Search<br />58M+ users<br />150M+ users<br />Several Hundred Million<br />queries each day<br />36M+ users<br />
  40. 40. Consumers Now Control Your Brand<br />
  41. 41. Customers Are Shaping Your Brand<br /><ul><li>Comcast Service Engineer falls asleep on the job
  42. 42. Angry customer films it and posts to YouTube
  43. 43. Clip receives over 1.3million views!
  44. 44. Other dissatisfied customers add negative comments</li></li></ul><li>From “Rant to Rave” in 24 Hours<br /><ul><li>CBA rant posted on Twitter
  45. 45. Bank replies within two hours
  46. 46. Problem resolved by 3pm the next day
  47. 47. Story features on news websites and major newspapers</li></li></ul><li>Customer Service Is A World Away From The Conversations<br />Companies Invested Here:<br />But Their Customers are Here:<br />Contact Center<br />Discussion Groups<br />Partner Websites<br />Contact Centers<br />Social Communities<br />
  48. 48. Today’s Customers Look to the Cloud for Experts<br />How do I fix this product?<br />
  49. 49. Is Your Customer Experience Evolving?<br />1990’s:<br />Contact Center<br />1980’s: <br />Call Center<br />Today: <br />The Cloud<br />More Channels<br />More Connected<br />More Experts<br />“By 2012, 65% of support conversations will happen in the cloud.”<br />Email<br />Chat<br />Phone<br />
  50. 50. Is Your Marketing Evolving?<br />
  51. 51. Mary Meeker Report<br />
  52. 52. Mary Meeker Report<br />
  53. 53.
  54. 54.
  55. 55. Grow Your Own Community<br />10,335 ideas<br />230,233 votes<br />23,501 comments<br />400 ideas delivered<br />
  56. 56. Unleash Your Own Evangelists<br />Events<br />Social Networks<br />
  57. 57.
  58. 58. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />
  59. 59. Q & A<br />