Intégrer les Médias Sociaux dans les programmes de Génération de Leads B2B
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Transcript of Intégrer les Médias Sociaux dans les programmes de Génération de Leads B2B
- 1 - © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
Intégrer les Médias Sociaux dans les programmes de Génération de Leads
Leila Boutaleb-BrousseMarketing Manager EMEA, TIBCO Software, Analytics Division
- 2 - © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
500
600
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800
900
1,000
1,100
FY09
FY12
$621M
>$1B 4000 CLIENTS3700 EMPLOYÉS
CA 2012 : $1,025
Milliards
TIBCO Software : mission
To get the RIGHT
INFORMATION
to the RIGHT PLACE, at the
RIGHT TIME
and put it in the RIGHT
CONTEXT
to make the WORLD A
BETTER PLACE
- 3 - © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
TIBCO Platform
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TIBCO Spotfire Marketing EMEA : Scope
UKI & Nordics FR & BeneluxDACH Italy Spain
Manufact
Retail/CPG
Energy
Telco
FSI
Health/Safety/Envt
HR
FPA / Risk
SALES/Mkg/CRM
- 5 - © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
2013 Marketing Execution
SpotfireEssentials Tour
LEADS
Market Developpement Specialist Team Qualification
Opps
EMEA Sales Exec Team
Trade ShowsIndustry EventsOnline/Digital Marketing Telemarketing
Appointments
- 6 - © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
Exemple d’Utilisation des Médias Sociaux dans un programme de
génération de leads :
Spotfire Essentials Tour
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Spotfire Essentials Tour
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Spotfire Essentials Tour
Ciblage et promotion• BDD qualifiée• Emailing• Telemarketing• Video teasing• Avis d’expert• SEM• SoMe• Online Banners• …
Contenu et diffusion• #Hashtag
Twitter • Wifi disponible à
toute l’audience• Présentation
webcasting• Vidéo
streaming : à venir
• ……..
Suivi et reporting• Expoloitation du
contenu crée (webcast et présentations…) pour lead gen
• Suivi des leads• Reporting et
performance de chaque campagne
• ….
Utilisation des Médias Sociaux tout au long du projet
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• Bannières Linkedin– Ciblage très
sophistiqué• Par nom d’entreprise• Par fonctions• Par industrie• Par taille
d’entreprise• ….
3 moyens de promotion
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3 moyens de promotion
• Spotfire Essentials Group sur Linkedin
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• Identification des groupes métiers spécifiques– Promotion auprès
des membres via un InMail personnalisé
3 moyens de promotion
- 12 - © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
Reporting Tracking et Mesure de Performance
ProgrammeSpotfire Essentials
Madrid
Campaign 1Telemarketing
Campaign 2Direct Email
Campaign 3Linkedin
Campaign 4SEM
Parent CampaignSpotfire Essentials
Madrid
Campaign 1Telemarketing
Campaign 2Direct Email
Campaign 3Linkedin
Campaign 4SEM
- 13 - © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
Mesure de performances de chaque campagne
Campaign Type Campaign Name Total
Leads
Total Responses
in Hierarchy
Total Opportunit
ies in Hierarchy
Num Won Opportuniti
esTotal Value
OpportunitiesTotal Value
Won Opportunities
Hosted EventEMEA_Event_2013:SFEssentials-Paris 198 95 XX X $XXXX $XXXX
Telemarketing
• Spotfire Essentials Paris-TrafficGen 50 20 X X $XXXX $XXXX
Online Marketing
• Spotfire Essentials Paris-GoogleAdds 16 10 X X $XXXX $XXXX
Social Media• Spotfire Essentials Paris-
LinkedinPromo 15 7 X $XXXX $XXXX
Online Marketing
• Spotfire Essentials Paris-Direct Email spotfire 80 45 X X $XXXX $XXXX
Online Marketing
• Spotfire Essentials Paris-Direct Email –External Vendor
20 10 X X $XXXX $XXXX
+ Autres sources d’inscriptions : microsite, TIBCO Spotfire website, partenaires……
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• 1 ère source d’opportunités en Europe en 2013
• Next Steps :
– Reproduire Spotfire Essentials Tour au Japon et aux US
– Reproduire le concept sur les autres lignes de produits.
Spotfire Essentials Tour
32%
29%
16%
10%
12%
Spotfire Essentials TourIndustry eventsTelemarketingOnline MarketingAutres
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Evolutions à court terme 1/2
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Evolutions à court terme 2/2
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Leila Boutaleb-Brousse
TIBCO Software
btobconnected.com
@leilabrousse
leilaboutaleb
Merci !
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