ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010 Napa, California The New Vision for Marketing Highlights
May 10, 2015
ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010
Napa, CaliforniaThe New Vision
for Marketing
Highlights
ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010
Napa, CaliforniaThe New Vision
for Marketing
Technology Marketing in the Era of the Empowered
Josh BernoffSenior Vice President, Idea DevelopmentForrester Research(And co-author of Groundswell and soon to be released Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business)
The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 3
Technology Marketingin the Era of the Empowered
Four steps to build customer influence: 1. Identify mass influencers 2. Delivery groundswell customer
service 3. Empower with mobile information 4. Amplify your fan activity
Service marketers, do you know which of your customers are influencing others? – 6.2% of people online account for
80% of influence impressions– 62% of mass influencers for tech
purchases use mobile apps
B2B marketers have to:– Realize that communities take on a
life of their own—you can't control them
– Work with IT departments to use technology that serves customers
ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010
Napa, CaliforniaThe New Vision
for Marketing
Avaya Goes Social
Paul DunayGlobal Managing Director, Services & Social MarketingAvaya(And author of Social Media and the Contact Center for Dummies and co-author of Facebook Marketing For Dummies)
The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 5
Avaya Goes Social
What’s the right mix of social media for your company? It depends…– 3 out of 4 consumers use social
technology– Consumers believe companies
should be on the social web
The thing is, B2B companies need to do more than just be present on social media, they should interact
How to engage continuously? – Listen to what customers have to
say– Share your brand personality– Engage in dialogue
ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010
Napa, CaliforniaThe New Vision
for Marketing
Social Media Mandates
Chris KochDirector, Research & Thought LeadershipITSMA
Paul DunayGlobal Managing Director, Services & Social MarketingAvaya
The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 7
On thought leadership and social media…– Twitter or Facebook are good bait for longer thought leadership
On marketing’s role...– Must ensure quality in the content– People want to connect with people...so we need subject matter
expert “rock stars”– Creating a "rock band" or group blog is also effective– Marketing must actively support the rock stars/band
On getting started…– Start a social media council– Create guidelines– Develop an editorial calendar– Have regular meetings with subject matter experts to influence
(rather than control) their thinking and content
Social Media Mandates
ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010
Napa, CaliforniaThe New Vision
for Marketing
Thought Leadership as an Outcome, Not an Activity
Sunder SaranganAssociate Vice PresidentInfosys Technologies
The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 9
Thought leadership is not just about content creation; it must be actionable
Marketing must create a plan for matching thought leadership to business outcomes
How thought leadership can impact business– Create conversations with new client– Change conversations with current clients
Thought leadership doesn’t have to be new, just relevant– Focusing only on the new focuses on content, not outcomes
The main influence of thought leadership is on shaping day-to-day client experiences and perceptions
Thought Leadership as an Outcome, Not an Activity
ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010
Napa, CaliforniaThe New Vision
for MarketingCreating Win-Win Client Relationship Programs That Drive Sustainable and Profitable Growth Sean GeehanFounder & CEOGeehan Group(And author of The B2B Executive Playbook )
Anubhav SaxenaGlobal Head of Marketing & StrategyHCL America
The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 11
Creating Win-Win Client Relationship Programs
B2B Executive Playbook 1. Create customer advisory
council2. Organizational planning3. Executive sponsor4. Leverage customer companies
Think differently: Marketers can aspire to be a leader of a company, not just of marketing
If marketers do it the right way, they will be the most significant function head in their organization
Marketers don't necessarily need to spend more, but they do need to shift or rebalance marketing spend
ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010
Napa, CaliforniaThe New Vision
for Marketing
Where Do We Go From Here? Marketing’s Top Leadership Priorities
Marketing Leader Panel :
Pauline WegerDirector, National Consulting Marketing, Deloitte
Nina HargusVice President, Global Services Marketing, EMC
Chris WilliamsFormer CMO Capgemini, N.A.,
The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 13
Where do we go from here?
Marketers must gain greater understanding of the business– Have marketers listen to earnings
calls– Marketers can help drive business
strategy—which will improve all marketing efforts
Become a partner/consultant to the business units– Create a joint planning process
between corporate marketing and BUs
– Marketing gives recommendations based on the business objectives, prioritizes them, shows where marketing can help with the money they have, then lets BUs decide
Stop resisting social media– Use them to support and extend
programs that work, such as events and customer councils
The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 14
ITSMA’s definition of social media:
For more insight on Social Media, visit
http://www.itsma.com/
Social MediaA Sampling of ITSMA Articles and
Research Why Marketing Must Be the Catalyst for Soci
al Media Social Media: Marketing’s Need to Lead The New Vision for Marketing Explained How Do You Compare in Social Media? ITSMA Featured Research: It’s Not Only Abo
ut the Content How Xerox Global Services Used Social Medi
a to Enable Sales Social Media So Far—and What’s Next Xerox Global Services’ Competipedia: Using
Social Media to Enable the Sales Force Why Marketers Need to Rethink Their Mix, an
d Ultimately, Their Operations Avoiding the Social Media Silo