Post on 18-Nov-2014
description
THE COMPANY IS THE CONTENT
LECTURE 2: GOALS AND LISTENING
OUT OF CONTROL C. 2009 Press
Analysts
Company
Channel
Customers
Markets truly became a conversation
Influencer
Conversation Conversation
ConversationConversation
You are here
FRAMEWORK
MeasureHow will you measure success?
VoicesHow do you want to speak?
ListenWhat is the market saying?
GoalWhat do you want to accomplish?
WORKSHEET
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
TacticsMetrics
GOALS
BRAND AWARENESS: INTEL
INFLUENCE THE MARKET: CISCO
LEAD GEN: HUBSPOT
CUSTOMER SUPPORT: DELL
LISTENING
LISTENING
As the sales blogger Jim Keenan puts it, “A lead today can be a complaint on Twitter, a question on LinkedIn, or a discussion on a Facebook page.”
LISTENING• Getting into the conversation
• Know what is going on• Don’t be the “dig me” guy• General market intelligence
• Prospecting
• Hearing what the pain points are• Understanding your customers’ concerns• Empowering sales people
• Support
• Solving problems• Being available
HOW TO LISTEN
SOFTWARE MANUAL
HANDS ON
HUBSPOT QUESTIONS
Define inbound marketing. Contrast with outbound marketing
List and describe the three skills (according to HubSpot) to maximize inbound marketing.
Why do you think inbound marketing is less expensive than outbound marketing?
Why do B2B companies derive greater value from inbound marketing (and HubSpot’s offering) than B2C?
DEFINE INBOUND MARKETING
THREE SKILLS
Write compelling content
Distribute content
Engage a community
WHY?
Company
Email sign upsLead genSurveys
NEXT WEEK
All:
• Case: EMC
• The B2B Social Media Book, Chapter 5, 7
• Article: Adding Social Media to the Marketing Mix
• Article: What’s your social media strategy?
Credit; Grade Students:
• Answer the attached questions and submit before class via email ronpiovesan@gmail.com
• Answers can be in short paragraphs or bullet points.
• One page is sufficient