improving prospect engagement: using social media & interactive tools to build community...
DESCRIPTION
The rules of engagement for demand generation are changing. Prospects are now more dependent on a collaborative process when they choose a solution provider. Given these new dynamics, marketers are finding greater success with tools and platforms that enable sharing of content in real-time and in convenient and easy-to-access environments. Is your company tapping into the power of community marketing to power your demand generation campaigns? Are you making it easy for your customers and prospects to share their experiences with peers?TRANSCRIPT
Mark Szelenyi Product Marke-ng Director On24
Andrew Gaffney Editor DemandGen Report
#1 priority: “generating more leads”
Source: Forrester Research/Marketing Profs Q1 2010 Marketing Budgets & Tactics Survey
Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales “funnel” convert to sales.
#2 – Reaching Decision Makers
#3 – Improving Lead Quality
Less Than ¼ of Marketers Say They’re Generating Enough Demand To Satisfy Their Sales Teams
Source:Bulldog Solu8ons/Frost & Sullivan, "The Execu*ve Benchmark Assessment"
As buying behavior has shi:ed, the revenue genera8on process
is being transformed. No longer a linear
process.
More emphasis on lead nurturing,
lead accelera8on to keep later stage
deals progressing.
50% of Leads coming through web…
expected to increase to 75% by 2015
Marketers continuing to increase their investments in webcasts:
62% indicating online events would be in their marketing mix for 2010
Up from 56% in 2009
Source: The Forrester/Marketing Profs Q1 2010 B2B Marketing Budgets & Tactics Survey
LinkedIn has grown to more than 60 million users worldwide in 200 countries.
Membership on LinkedIn is growing at roughly one new member per second.
100,000 new members per week
TwiHer has 105 million users worldwide in 200 countries
50 million tweets each day
“Successful BtoB marketers must move from social media to community marketing,”
--Peter Burris, Principal Analyst and Research Director, Forrester's Technology Marketing Research
Source: Forrester’s North American and European B2B Social Technographics Online Survey, Q1 2010
Over 90% of B2B execs are using social media to engage in conversa*ons:
• 42% follow conversa8on threads to learn more about topics
• 37% post ques8ons on social networks
• 37% post ques8ons on social networks
Social helping to connect the dots between web events and ongoing community dialogue
Social webcasting fosters the ability to: gather aggregate analyze
…user activity and convert it into a lead ranking report with priorities, which helps to support lead qualification programs.
