Very often the question in our seminars come up which platforms, content types and tactics to use on social media. Now, a recent report by Eccolo Media enlightens us – although it has to be mentioned that the basis for the survey was a fair small number of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers, 67% decision makers) but conducted in a series of three different reports.
The survey makes clear that just about every one in three B2B technology buyer (38%) states to not have seen any content from vendors on social networks over the past six months that influenced a business purchase. And now just think how much time you invest in all your information process towards B2B buyers.
It also found that 34% of responding people claimed they have seen vendor content on Facebook in the past six months that helped with a purchase decision. Now, this might be as the base was predominantly US marketers but still it shows the power and influence of the biggest social network also on B2B tech buyers. LinkedIn came in as the second most influential network. 32% said they found meaningful content there, Google+ was mentioned by 28%, YouTube 27%, and Twitter 20%.
The early stage decisions in the sales cycle is for tech buyers most useful when it comes to finding content on social media. However, the challenge is awareness (31%) and understanding (36%).
In terms of the content most welcomed and consumed 25% of the surveyed people think case studies from vendors on social media are best to work with. Further content types they liked to consume were technology guides (16%) and whitepapers (16%).
A recent report from CallidusCloud states that B2B salespeople and marketers are in principle aligned when it comes to arguing about the value of their business. However, some small differences can be seen when it comes to comparing the quality and quantity of leads.
More than half of the responding marketers (54%) find sales and marketing are somewhat aligned in their companies. The salespeople see the alignment even a bit higher with about 58%. In terms of bring fully aligned just 17% of marketers and 14% of salespeople agreed that they are heading 100% towards the same direction.
The salespeople are less satisfied with marketing compared to marketing with sales. From the marketers 42% confirm to be either satisfied or very satisfied with their sales counterparts. However, just 35% of salespeople are satisfied or very satisfied with marketing.
Furthermore, lead data sharing is stil a challenge according to the report. Just 37% of all responding participants stated that their lead data is fully shared between their organization’s marketing and sales teams. It shows that data is still siloed in the departments, 16% of salespeople and 12% of marketing team members find that.
The report results are a bit surprising bearing in mind all the meeting I have attended between marketing and sales teams. Very often did sales teams blame their marketing departments not to generate the appropriate quality of leads, and marketing teams wonder why salespeople don’t engage deeper in their marketing planning. Especially, when it comes to event planning and social selling and the alignment of sales and marketing content. Would be good to get some more thoughts from our readers. Feel free to share and comment.
The social networking landscape is changing massively over the last years. Curation and aggregation of content becomes a big game changer through new ways of sharing, new platforms and modern technologies. Some new data from eMarketer explains the main gains and chains of social networking.
“Let’s face it: As much as we complain about those over-sharers who inundate us with baby photos and vacation snapshots, we’re still in love with social networking.” Debra Aho Williamson, Pricipal Analyst, eMarketer
The next big thing will be mobile social networking, where Twitter, Instagram, Pinterest and Tumblr will become the prominent players. So, let’s see how eMarketer predicts the social networking future for the next two years.
Selling through social media has always been a challenging business. However, all brands and companies we have spoken to in 2014 wanted to turn around Social Media from a brand reputation channel into a sales opportunity touchpoint.
Obviously, many of the companies had already failed. Most of them as they were either too greedy, or just not prepared to go in a bar without expecting someone to sell them a drink – or respectively, to buy their products and services after the brands or companies have posted their first status updates. In my eyes, it is time to shift expectations and start anew. 2015 should not be your year of sales disappointment, it should become your year of redefined engagement.
All companies aim for the same goal. Customer engagement is what companies are waiting, hoping and praying for. Thus, they pump out tons of content pieces from their latest brand sponsoring activities to the best white papers and case studies they can offer until they cannot find any content piece in their PR or marketing repository that has not been shared across the globe. And by accelerating the content via Facebook, Twitter and the likes, they expect their KPIs to become real.
And then, the guys from SocialFlow conducted a study in summer last year. analyzed organic posts with almost 1.5 billion social actions, showing them 99 percent of those updates on Twitter, Facebook, and Google+ create little to no engagement at all. Did brands use engagement the wrong way? Where their tactics bad? And if so, what were the obstacles they did not obey?
Let’s look at the following three tactical approaches. Ask yourself if you really follow the three rules of engagement.
1. Engagement: Think cross-department, cross-partners and cross-employee
Companies still tend to be structured in silos. Internal politics, department thinking and career ambitions rule out what could be replaced by community engagement, employee engagement initiatives or engagement incentive plans. Still, most responsible managers don’t know or forget how networking inside the company and with all external forces like resellers, retailers and partners might might leverage selling opportunities.
Now, whether it is limited digital capabilities of employees or the HR department that is often only involved in social media in terms of setting up social media guidelines, companies should start realitzing that their social media manager is not the company’s silver bullet. HR and marketing need to align forces and work closer together: Culture, relationship building and trust creation is not only a sales business which got nicely highlighted by a study from Altimeter at the end of 2014.
Setting up processes, programs and platforms that work towards a common goal, that get updated by various minds, by different perspectives and manyfold views attracts the engagement of more customers. The formula is easy and proven: More brains can be in more conversations and generate more engagement.
2. Engagement: Learn cross-platform, from “free-meal” to „pay-for-play“
Companies and brands seem to accept that social media is not a „free-meal“ any longer by investing in consulting companies to help transforming their social media efforts into social selling enagement. Facebook is leading in driving engagement to brands according to Simply Measured’s 2014 Facebook Study which analyzed the Interbrand Top 100 Global. Photos accounting for 77% of total engagement, and link usage to around 16%.
However, brands still haven’t respected the fact that getting people to listen and read their marketing messages by posting in social media is changing dramatically. When Facebook turns the algorithm into “less promotional” this year, companies need to start redefining how they approach their customers more subtile. Even if they will be addressing them with building clusters (or circles), contacting them via the „@name“ phenomenon or hashtags. The wording needs tob e chosen carefully, and we can be sure other networks will follow that example.
Thus, the next big thing will be the shift from investing in traditional media to spending more money in platforms that leverage social networking engagement. Products like the LinkedIn Sales Navigator or individual targeting through the combination of data analytics and marketing services, will become the new sales kid in town. Where marketing and media decision makers have invested in nebulous target-group definitions, social networks can cluster target-groups by their individual interest in content, in pictures or in videos.
The only shame is that smart data (and especially media and sales data exchange) across platforms does not work yet. So, banners and sponsored posts will continue to haunt customers although they have already bought a product or service a banner promotes to them. Clever managers invest in blogger programs, in brand advocates and loyalty programs to drive up and cross-selling opportunities. Don’t just think about content!
3. Engagement: Understand cross-quality values
Just to make this clear from the beginning: A LIKE is not only a LIKE, like a Retweet, Repin or Reblog is not just a meaninglesss interaction of some lazy engagement. In many seminars, we see marketers that still center their KPIs around quantitative engagement figures while under-estimating the chances that are covered behind such „automated“ customer interactions: joy, interest, passion, emotions, etc..
Clever sales people use such quantitative engagements for profiling their customers’ habits, experiences and interests in their social CRM database or sales management systems. They value every single customer engagement as they know when to turn quantitative into qualitative engagement, and how to turn it to their favor in meetings, calls and conversations. Knowing that a client has liked a shared golf or football video can be the start of a long-term relationship and open up doors for introductions to others.
Customers will be happy if they get good content to share with their own peers and community. They appreciate the dedication (seasonal content), commitment (consistency of service) and the quality of engagement (high interactivity) that brand accounts offer to them according to a study by the Engagment Labs. Appreciation, well-understood from customers and companies, is the key to social media engagement.
The link between customer engagement and employee engagement was not only proven in a study by Answers Corporation lately. In many examples with customers and experts have we experienced that social media engagement is not rocket-science, however the process of setting it up plus using and finding the right technology is a challenge. Still, the rules of engagement are changing in social media, especially in social networks. Facebook is the former RSS feed, just with the difference that you can sponsor it now. Youtube is the new search engine. It’s 2015! Redefine your engagement mindset!
Last year’s CNBC study examined that C-level execs were more mobile than their senior counterparts in middle management. This year’s CNBC’s Mobile Elite survey -based on more than 600 online interviews across Europe, Asia and North America – shows that the usage and impact of mobile devices amongst business executives is higher than ever. Six in ten executives admitted they are still busy checking their mobile devices when its weekend time and the stock-market is closed.
Managers are even more busy consuming news during the mornings. For those vendors seeking to address the European business decision maker the weekday evening is said to be the right time to get in touch, according to the study. Obviously, many managers have more time during their weekend leisures to digest articles and information. Almost every second executive (48%) reads ‘in-depth articles’ and 38% has a close look at business profiles.
In that field, LinkedIn has achieved the number one position in Europe as a ‘useful business and recruitment tool’ (59%) with the highest scores for the ‘respected brand’ (64%). However, Facebook is also under the top-performers as a ‚useful marketing tool’ among Europe’s Business Elite. In Europe Twitter scores highest European executives for ‘use for both work & leisure’ (55%) increasing from 32% in 2013.
TV and tablets are moving more and more together in terms of business impact and parallel screen usage for decision-makers: 80% of US executives stated they were watching TV while using their tablet. Europe is with 71% and Asia with 70% behind the US results. Still, 56% of global executives use their mobile device as a direct result of watching TV.
Their predominant reaction after watching TV content is…
– Web browsing for products or services (69%)
– Purchasing products, stocks or shares (55%)
– Responding to advertising (42%).
“An ongoing trend where work life and private life is bleeding into one another“, thinks Professor of Organisational Behaviour, Cass Business School London, Andre Spencer.
Not surprisingly, business executives are massively using their mobiles and second screens. The more business turns international the more “global business environments work on a 24/7 basis”, thinks Spencer. Staying in touch is possible and needs to be done the more people are engaged in being on the road. The work-life balance gets challenged when organizations are increasingly expecting their top executives to be online and working.
Eyes wide open, the two IBM gentlemen look at me. They sit up right. Professional. Spot On. You can feel their enthusiasm, their expectations are high. Both are social collaboration leaders at IBM, evangelizing on the #newwaytowork. That’s how the software technology company hashtags their latest journey to the revolution of the email as they call the launch of their new inbox communication software “IBM Verse”. You can tell how excited the two managers in front of me are to talk about the IBM success story. The launch seemed to have gone well so far.
On my opening question both face each other, not sure who shall answer. They are professionals in communication, they are prepared. “The term Verse is historic for communication and conversation”, replies Dr. Peter Schuett, Leader Social Business Strategy at IBM. “In times of Goethe, when carriers brought people hand-written letters, all the communication that went to and fro was written in verse.” The answer surprised me as IBM’s development sounds like a trip in the past.
It is not. For the first time, IBM has taken a new development approach. They made their customers think about the new software solution by inviting customer to their labs, by rethinking email, and by thinking design and customer experience first, based on real customer feedback, input and inspiration. Not the cheapest way to innovate. The product development cost 100 Mio. US Dollars according to them. It has got to be effective from a customer perspective.
For a long time, IBM has been a forerunner in terms of modern workplace technology. Their “Outside the Inbox” evangelist Luis Suarez has already been preaching for a business world with less emails. We all know the reasons why he was addressing this. People get approximately 127 emails a day. This means emails kills 28% of our daily work-time, and thus of our daily productivity.
With IBM Verse the software technology company wants to shift productivity. Creating a more effective business culture is the aim. From Ed Brill’s perspective, he is IBM’s social business transformation specialist, email should function as a transmitter. Email today should be serving notes like a private letter what Goethe used to do in hand-written form: delivering private information.
“Email is the service forever. But it needs to be a personal service.” Dr. Peter Schuett, IBM.
Focussing on the new software solution, I brought up the question in which way this is a revolution to email communication. Ed Brill emphasizes that IBM did not want to reinvent the email. IBM wished for a better email. However, IBM wanted to create a new intersection of email, calendar, social media and analytics. That’s what they have done with IBM Verse.
When I showed a bit of my disappointment around the new solution’s capabilities in terms of being an aggregation platform for direct messaging and functionality as an inbox management system in general, Ed Brill rearranges my expectations in bringing the metaphor on suits which might all look different in design but are in a sense all alike from the amount of innovation in style and structure. And by the way, the power users of enterprise email are still personal assistants.
True, sometimes people forget where they stand in the evolution of modern communication. With their “People” and “Analytics” functionality, the modern way of a more personalized communication approach seems to get in that social direction in the future. At least, when we compare IBM Verse and Facebook from a superficial point of view. With IBM Verse people also move into the centre of the communication universe which is meant to map the efficiency form content to people. IBM Verse “People” learns to show the users dynamically who is important to their communication, by hour, meeting and topic of conversation. Obviously, users can also change that and arrange it according to their premises. The world of communication gets filtered more and more.
IBM Verse is definitely a big evolution step in email communication. Still, they could have made it a bit more of a revolution in delivering a multi-messaging and communication management platform in my eyes which integrates direct communication via Facebook, Twitter and others.
Brill agrees that when CEOs wanted to spread the word around some company, product or people changes in the company, IBM was about to use email for that communication. Today, via IBM Connections -the internal use of their own company community platform- gets 7 Mio. accesses a month, and the CEO messages will reach (and achieve more feedback) more people via internal social messaging than via email in the past.
Nevertheless, the two gentlemen did not want to commit to a statement whether IBM Verse and IBM Connections might become one platform in the future. But the approach to one collaborative workplace platform, serves the option to have fewer apps in the future. But hey, there is hope: “Rome was not build in one day!” summarizes Schuett in the quick Snapshot video interview in the end of our interview, and smiles.
One of the questions most of our clients ask ourselves is, in which way can social content drive sales? Now, an infographic from the guys at Offerpop gives some advice for manager on how to approach this challenge. And although, it might not be rocket science for marketers, we still think it is worth sharing their recommendations. First of all, start by building a library of user-generated content, then capture as much data (especially photos and videos of purchases) as possible on promotion usage. Then fuel your website with dynamic social content based on findings, don’t forget to include “sigh-up forms to capture demographic and interest data, and contact info”. Finally leverage your content. Sounds easy, will probably still remain a challenge for a lot of businesses.
Social media marketing has become more and more important for retail marketers in the U.S. this year compared to 2013. This states the latest reports by Extole which was based on the survey response of 302 people responsible for marketing and technology at U.S. retail companies. However, mobile marketing and email are still top priorities as well for those marketers across various verticals, company sizes and geographies.
Although social media marketing was the leading marketing spend compared to last year with 41%, mobile advertising (32%) and email marketing (31%) were catching up as well. Whereas thee marketing spends were on the sweetspot for budget spends, topics like display advertising (28%), content marketing (28%), and paid search (24%) got less marketing spends this year.
The report also made clear that retail marketers use social media and email two most (85%). Not surprisingly as social media was mentioned as the most effective tactic for acquiring customers. 50% of the retail marketers have picked it in the top three results. Nevertheless, if retail marketers want to convert retail customers, email marketing is still seen as the most effective marketing tool.
If we compare this report to another much broader study by Capgemini “Digital Shopper Relevancy Report” that asked 18.000 consumers around the globe, marketers might be putting too much emphasize on social media marketing. Marketers might have a closer look at the not “socially-engaged shopper” categories and then decide in which markets to invest in social media marketing, and which stay with a broader holistic digital marketing approach.
What is your experience on how to best address your customers in the retail or technology space?
The growth trend of the digital marketing show dmexco is impressive and continues to write a promising (hi)story.
Visitors: 31.900 – increase by 16% compared to 2013
Exhibitors: 807 – means over 65 exhibitors more than 2013
Speakers: 470 – as of various stages with new start-up village and work labs
This year I wanted to wait some days before I am writing my little review to see what really stayed in my mind, and what people were talking about after the event. This is what stayed in the brains of my friends – maybe it should reach you.
1. “dmexco is like the Lumascape brought to life.”
#Quote in Breaking Down Silos for Brands Panel
Damian Burns, Director of Global Strategic Partnerships, Google
2. “Nerd is the new black”
Brad Rencher, SVP & General Manager Digital Marketing, Adobe
3. “Online is the new offline.”
Quote by Joko Winterscheidt, TV-Moderator
4. “The play is to work out the first against the second screen.”
Quote in “Addressable TV – A Marketers’ Dream Panel”
Jim Clayton, Executive Vice President, HE New Business Division, LG Electronics
5. “The digital revolution is over, we are now in the digital evolution.”
Quote in Digital Revenue optimization 2.0 Panel
Sital Banerjee, Global Head of Media, Philips
6. “The brand in many ways need to take the back-seat. It can’t be all about the product if you move into the content section.”
Quote in “The Content Summit”
Jimmy Maymann, CEO, Huffington Post
7. “@ft presence at #DMexco so big they don’t even have a stand! They are on every phone and tablet! @dmexco @ftbized”
Quote from #FT rep/via Oliver Matthews
The three main takeaways from the event for me were…
a) Trend: dmexco stages are challenging global TV stages.
b) Topics: TV goes mobile. Digital is leading corporate strategy.
c) Town: Cologne needs more taxi drivers and/or UBER subscribers.
Really looking forward to moderate the next dmexco, 16th and 17th of September 2015.
Compared to some previous study, this years CMO Council’s “State of Marketing” (sponsored by NetBase and Infor) shows that confidence to be a trusted source for the C-level is back with marketers. The online study that asked 525 global marketers in the first quarter 2014 shows that 69% of senior marketers see themselves as a trusted, strategic member of the C-suite and/or are increasing their credibility with the main business decision makers inside their companies. Furthermore, 81% of senior marketers responded that they’re confident to meet management expectations and goals for top-line revenue growth and market share in the next 12 months.
“The level of confidence and optimism is very high. We are seeing the CMO role being elevated to a much larger degree.” Donovan Neale-May, Executive Director, CMO Council
From a budget perspective, the main areas of marketing spending growth for this year will be social advertising (71%), online video (71%), social engagement campaigns (69%), retargeting (67%) and search engine marketing (66%). However, mobile will go down in the attention of marketing spendings this year. Only 62% said they plan to increases and just 25% project increases of over 5% for 2014. 45% said they expect no change for mobile banners. The report makes no commments on reasons for this stagnating mobile budget growth. In general, 54% of marketers plan to increase their marketing budgets over the next 12 months, 27% will keep budgets stable. The most funding will go into new products and program launches (54%), corporate branding and identity building (53%), lead generation and qualification (50%), and customer retention and monetization (44%).
When asked to identify where marketers will allocate marketing budget across
From an operational and process point of view 12% of the responding marketers said they will invest in product marketing, 12% said in strategy and branding, almost 7% in marketing and planning, 7% in sales and lead management, and 5% in market research, among other areas. It seems that programmatic buying has still not reached the marketing department. Only 1% sees programmatic advertising technology systems an interesting topic to invest in. Maybe they just do not have the right arguments for their C-Suite on programmatic yet.
The senior management expects from their CMOs over the next 12 months to drive top-line growth (56%), grow or retain market share (52%), better define the brand and value proposition (44%), and further customer insights and analytics (37%). As the leading areas of responsibility the marketers see for themselves strategic planning and forecasting (74%), branding (71%), digital (68%), budgeting and mix modeling (68%) and market research (67%). from a C-level perspective the marketers state that their main tasks from the business leaders are driving top-line growth (56%); growing or retaining market share (52%); better defining the brand and value proposition (44%); and furthering customer insights and analytics (37%).
The challenge for marketers as of the cloud technology evolution is to connect with other departments inside the company. Interesting to see from the report to which people marketers are reaching out these days for partnerships. The marketers responded that the CFO (58%), CIO (53%) and chief sales officer (51%) are their main three touchpoints inside the organization to form partnerships with.
The report also states that 55% of marketers want to hire in 2014. Their main focus of reecruiting people or getting knowledge will be on customer analytics (40%), social media (36%) and content development (27%). Interestingly enough, a trend that we also experience with our clients is that B2B marketers (60%) are very active finding new staff. Their main interest is in people on topics like customer analytics (33%), product marketing support (33%), content development (32%) and social media (32%).