WEB 2.0 AND B2B MARKETING Dr. Dawne Martin MKTG 241 November 15, 2012.

WEB 2.0 AND B2B MARKETINGDr. Dawne Martin

MKTG 241

November 15, 2012

Admin. Things/Learning Objectives

• Learning Objectives• Understand the Cycle of Social Marketing• Describe why relationships are so important to success

and how Web 2.0 can develop customer relationships• Understand the difference between push (outbound) vs.

pull (inbound) marketing and why inbound is more effective

• Design an inbound program on a budget

What is Web 2.0?

Interactive

2007

Cycle of Social Marketing

Propagate – Bios, Avatars,

Linking Platforms

Profile - Individuals &

GroupMeasure Results:

Comments, Views, Followers,

Retweets -- Adapt

Participate – Stop Talking,

Start Listening

Produce – Fresh,

Engaging Content

Social Media Starfish

WHY RELATIONSHIPS?

Value Managed Relationships: The Key to Retention & ProfitabilityR. Buchanan, C. Gilles, European Management Journal,

• The cost of acquisition occurs only at the beginning of the relationship, so the longer the relationship, the lower the amortized cost.

• Long term customers tend to be less inclined to switch and less price sensitive.

• Long term customers tend to initiate free word of mouth promotion & referrals

• Long term customers are more likely to buy up-grades and high margin supplemental products

• Regular customers tend to be less expensive to service

PUSH VS. PULL MARKETINGInbound Marketing: More Customers for Less Money

Mike Volpe, HubSpot

For decades, marketing focused on pushing messages out.

1 Get Found

2 Convert

3 Analyze

( INBOUND )

MARKETING

12

86% skip TV ads

91% unsubscribe200

mSay DO NOT CALL

44% of direct mail is never opened

% Companies Acquiring Customers via Social Channels

57% 48% 57% 42%

VISITS

PROSPECTS

LEADS

OPPS

CUST

WO. LEADS

Measure each stage of your sales & marketing process.

Inbound Marketing on a BudgetPeter VanRysdam, Marketing in a Web 2.0 World

• Make Your Website Truly Interactive• Forums• Polls and surveys• Use landing pages to increase conversions from different user

groups

• Getting Search Engines to Notice Your Site• Use organic ranking – more effective than the Pay Per Click listings• Understand how your customers search for you• Identify “buy” words versus other stages in the buying decision

process• Searching for specific brands, models, etc.

• Identify inbound links to your site• Fresh content leads to more frequent indexing, higher rankings

• Blogging• Set goals and focus your blog • Free tools may not allow you to take advantage of all of the blog’s

benefits• Have a personality when blogging, readers want to hear from people,

not a business• Promote your blog through RSS, links from your site, anywhere you

list your contact information

• Joining the Conversation• Offer your network more than just coupons. Give them value through

information about your industry as well as your services• Be transparent. Buzz vs Deceit.• Promote the positive and address the negative• Set a plan to make sure that your networks are fresh and nothing

said about your brand slips by you.

• Building your network• Grow your networks organically – connect to others looking for real

connections• Connect with people on your Rolodex, not just social networking sites• Use Facebook features like “share” and “like” to keep your content top of

mind and on the top of your customers’ pages• Encourage everyone in your company to get involved in social networking,

from top to bottom

• Establish yourself as a on-line expert• People will listen to an industry expert over a sales person every time, take

steps to increase your personal profile• Use video to demo products, highlight customer case studies, or as a fun

marketing or recruiting tool• Webinars offer value to your prospects and clients, making users much

more likely to attend them than a sales pitch. Avoid the hard sell.• Recording your webinar gives you a resource for years to come

B2B Social Media Use Compared to B2C

B2B Social Media Use

Get Started• http://www.youtube.com/watch?v=gjnr31d7G_s• Identify the audiences for your communication• What are the audiences needs?• What media could you use to communicate?• Identify your communication goals

• Build relationship• Build brand • Drive sales

• Develop a plan to communicate and build community with your customers