Insider Strategies and Tips: B2B Marketing, Sales and Distribution

Transcription

1 Insider Strategies and Tips: B2B Marketing, Sales and Distribution

2 Contact Info Lee Perlis Sr. Marketing Manager Blackboard Follow 2

3 Agenda Blackboard International Marketing Direct and indirect channels Sales & marketing strategy B2B Marketing Overview Demand Gen Waterfall Marketing Automation/Customer Relationship Management (CRM) Sales Enablement Strategies Social Marketing Resources 3

4 Blackboard At-A-Glance Key Facts: Revenue: $500M+ Employees: 3,000+ Users: 25M+ on Blackboard Learn Clients: 9,300 Global Presence: EMEA, Asia-Pacific, Latin America Key industries served: Business Services, Media, Financial Services, Healthcare, High Tech/Internet, Life Sciences, Higher Education, Government/Mil Key Partners Partial Client List 4

5 Blackboard International Direct Channel (Blackboard Employees) Canada,UK, Amsterdam, ANZ Indirect Channel (Resellers) Over 45 resellers in South America, LatAm, EMEA Tiered program Data Centers US, Canada, Australia, Amsterdam 5

6 Blackboard International Sales and Marketing Structure President of International - based in UK 3 Sales RVPs Sales Reps, Sales Engineers 1 Marketing VP, 1 Director, 5 marketing managers 45 Reseller Partners managed by Sales VPs 6

7 Blackboard International Working with Resellers Networking US Commercial Service ( trade promotion arm of Dept of Comm. We pay a fee and they have posts around the world. Take a look at GDP growth and see if there is potential. We interview and pick partners, sometimes multiple partners per country. 7

8 Blackboard International Key Sales & Marketing Challenges Domains Consistent messaging/images Need to train all resellers at once Local /Regional language/translation Pricing Time Zones Escalated Sales and Support Go to market strategy may differ per country Need an office in certain countries to do business Dedicated sales and marketing contacts Local Press if not in you re not important. (Ex. company sponsored event) Face to face goes a long way 8

9 Blackboard and SENA 9

10 B2B Marketing Overview

11 Look familiar? 11

12 The SiriusDecisions Demand Waterfall 12

13 The SiriusDecisions Demand Waterfall 13

14 Who can help? CRM (Customer Relationship Management) Salesforce.com Microsoft Dynamics Oracle CRM Siebel Sugar CRM Marketing Automation Eloqua (Oracle) Marketo Pardot Hubspot Constant Contact 14

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16 Demand Created Asset Content Quadrant Website Relevant content served across the digital and sales experience 16

17 Sales Enablement 17

18 What is Social Media? Over 4.5B people are on social networks 18

19 Get Your Company Going Outbound Strategy Create a Social Media Policy/Guidelines Wordpress Guidelines/Blogging Best Practices Get your CEO on board Create a social calendar Agency Help Beekeeper Group (beekeepergroup.com) 19

20 Get Your Company Going Inbound Strategy Listen to what your customers are saying about you or your products Set up a social command center Display your company s social feeds on large monitors within your HQ Determine a policy for responding 20

21 Why Use Social Media? Brand Management Crisis Management Media Relations Thought Leadership Search Engine Optimization Low cost / ROI Building community Humanizing 21

22 Who is Listening? Journalists Bloggers Amplifiers Industry Leaders Potential & Existing Customers 22

23 Define Success! Set goals: Click-throughs Newsletter sign-ups Leads / Sales Event attendance Relationships Quality over quantity 23

24 Blogging Success 24

25 Leave a Comment! Virtual Handshake (build relationship before you have an ask!) Show Your Expertise Get Attention From Readers Be Part of the Conversation 25

26 What is Twitter? 26

27 Twitter Terms Tweet - A short update of what you are doing in 140 characters. Followers - People who are subscribed of your updates or fondly known as Tweets. Following - People you are interested for following by subscribing to their updates or tweets. Direct Message (DM) - Sending a Direct Message to your followers. At (@) - You can use this when you are referring him/her in your updates. You can prefix their username to display his/her Twitter account in the update. Re-Tweet (RT) - You can relay a tweet or update by a Twitterer or Tweeter to everyone who are following you. Hashtag (#) - When you want to tell something specific about some issue or subject, you can prefix your subject with #. Tweet - Up - When a group of Twitterers or Tweeters arranges a meeting for a social interaction or for some bloggers meet and so on. Source: 27

28 Why Use Twitter? Share news and information Ask Q s / Get feedback Connect with others (humanizing) Shorter and faster than blogging Build presence in case of crisis 28

29 Personal vs. Professional Personal Identify in bio Team account 29

30 Twitter Lists Internal Twitter Distro Chatter CC s and DM s Create hashtags around events Distributing Content Across Teams 30

31 Twitter Best Practices DO: Complete your bio Be yourself! Engage and interact Share accomplishments and information Be transparent & consistent Create a hashtag for your event Tweet others how you want to be tweeted. Reverend Run DON T: Overpromote Overshare Overtweet (and run) Only tweet links 31

32 What is Facebook? 32

33 Why Use Facebook? Visibility Maintaining Contacts Promoting brand/products/issue Your friends, colleagues, business partners, affiliates, customers, and amplifiers are there. 33

34 What is YouTube? 34

35 The 5 W s of Online Video Who? YOU! What? Keep it simple. Bio s, events, interviews Where? Conferences, volunteering, meetings When? Viewers can watch whenever. Always catch media moments! Why? Powerful, inexpensive, engaging 35

36 YouTube Success 36

37 What is LinkedIn? 37

38 LinkedIn Success Update your profile Update your company profile Participate in user groups and discussions Social Selling 38

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40 Get started 40

41 Next Steps 1) Monitor Google Alerts Twitter Search Identify relevant blogs 2) Engage Leave comments Link from your site 3) Network Facebook Twitter YouTube 4) Conversation Consistency Quality Transparency 41

42 Resources

43 Resources CRM (Customer Relationship Management) Salesforce.com Microsoft Dynamics Oracle CRM Siebel Sugar CRM Marketing Automation Eloqua (Oracle) Marketo Pardot Hubspot Constant Contact 43

44 Analysts SiriusDecisions (BtoB marketing) Gartner Forrester Industry specialist 44

45 Tools the Pros Use Seesmic Social Media Aggregator Tweet Deck Time your tweets Radian 6 (now Salesforce Marketing Cloud) Social analytics Google Analytics Technorati (Blog Search Engines) Google Blogs (Blog Search Engines) BlogPulse (Blog Search Engines) Slide Shark (by Brainshark) Prezi (wicked cool powerpoint) Slideshare 45

46 Contact Info Lee Perlis Sr. Marketing Manager Blackboard Follow 46