IAA Global Marketing Summit April 26, 2013 IAA Global Marketing Summit April 26, 2013 Bill Lee IS...

IAA Global Marketing SummitApril 26, 2013

Bill Lee

IS MARKETING DEAD?

[email protected]©Copyright 2013 by Bill Lee


About Bill Lee

Bill Lee, President, Customer Reference Forum• Bill is the author of The Hidden Wealth of Customers,, published by

Harvard Business Review Press.

• Bill provides consulting, educational and research services to many of the world's top firms. His industry-leading conferences on customer engagement—including Customer Reference Forum and the Summit on Customer Engagement—attract leading firms such as Microsoft, Apple, Wells Fargo, Salesforce.com, Dell, EMC, McKesson, SAP, Red Hat, Oracle, SAS Institute, AmerisourceBergen ($70 billion health services), AT&T, Alcatel-Lucent, IBM and many others.

• Bill has written for a number of publications, including The Wall Street Journal, the Harvard Business Review Blog Network, Management Review, Organizational Dynamics, Executive Excellence and others.


Stop Trying to Convince Buyers…… Build Peer Influence Pressure

(Traditional Marketing Is Sort of An Unnatural Act.)


Find Your Rockstars

• Like to affiliate

• Attractive (strategic) network

• Enjoy helping others

• Active in your—and other relevant—communities, live and online

• Willing to tell your story: gain value from doing so

• Have authority, respect

• Professional demeanor

• Communicate (speak, write, post, tweet regularly); get their names out there

• Available and easy to access

(it’s not that hard)


Getting Rockstars To Play For You

Will they work hard for the money?


Social Capital

•Affiliation•Reputation• Status• Learn and Grow•Have a Say


Even C-Suite Execs Need Love

Patty Morrison, CIO, Cardinal Health

The Rockstar of Your Dreams.


“I WANT a relationship with you.”

Then the fun begins:

• Help me LEARN

• Build my REPUTATION

• Expand my AFFILIATIONS

• Give me a SAY.

Here’s how it looks:

• First get P&S right.


If a Rockstar Plays in the Wilderness …

… The Art of Customer Community Building

Rule 1: Follow “The Rules.”

Rule 2: Never Forget Rule 1.


Best use of Facebook


Agenda

Q&A


5 Things Your Customers Are Better At Than You

More credible to your prospects and buyers …More persuasive …

More empathetic …More able to understand

buyer needs …More interesting to

buyers … … than we are!

Customers are …

And there’s a lot more of them!


Resources

Go to www.customerreferenceforum.com/IAA.php/

for additional resources:

• Deck for this presontation

• Article: “Marketing is Dead”

• Article: “5 Things Customers Can Do

Better Than You”

• Article: “Turn Your C-Level Customers Into Your Most Valuable Reference”

• Article: The Hidden Wealth Beyond Net Promoter

• Video: “What Does Your Product or Service Mean?”

http://www.customerreferenceforum.com/smc.php

IAA Global Marketing Summit April 26, 2013 IAA Global Marketing Summit April 26, 2013 Bill Lee IS...

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