Socializing Solutions Marketing: What's Working and What's Next

Socializing Solutions Marketing: What’s Working and What’s Next

Presented to: Hult International School of Business Solutions Marketing Course May 28, 2010

Rob Leavitt, Principal Solutions Insights

© 2010 Solutions Insights. All Rights Reserved. 2

Social media represents a big challenge for solutions (and all) marketing


Social Media Marketing, circa 2010: Paul Dunay meets himself on Facebook


Introductions


What should we talk about today?

●  Trends ●  Challenges and

Opportunities ●  Examples! ●  Strategy and Organization ●  Metrics ●  Getting Started ●  What else?


The debate over social media is over; the question now is HOW

*Chart for illustrative purposes only

2007 2008 2009 2010

Buzz

Consultants

Budgets


But many B2B marketers are still just starting to explore

Source: B2B Marketing Goes Social: A White Horse Survey Report © May 2009


Amid the crush of tools and channels, what to actually do is far from clear


The opportunity for solutions marketers seems huge

Identifying New Opportunities

Developing the Right Solutions

Connecting with Customers

Enabling Solutions Selling


The challenges are just as big


What’s Working Now


Building awareness and connections: Blogs @ Emerson Process Management


Driving leads and sales: HubSpot’s pervasive presence


Generating new ideas: Cisco’s I-Prize


Building customer community: CHA’s Drug Safety Executive Council


Mobilizing employees: Intel’s social media training


Moving Forward


Strategy and organization matter most

• Where are your customers, partners, and influencers now? Stakeholders

• What are the priorities for solutions marketing? Priorities

• Who will do the work; what skills are required? Resources

• Who is accountable, with what objectives? Governance

• How ready is the organization? Culture


Next Steps

●  Audit existing activities ●  Bring together champions (COP) ●  Recruit/ensure executive sponsorship and

governance ●  Invest in listening and internal

engagement ●  Pick your spots ●  Build a content engine ●  Always deliver value!


Questions


Thank you!

Rob Leavitt Principal

Solutions Insights

[email protected] www.solutionsinsights.com

www.reputationtorevenue.com www.twitter.com/robleavitt

www.linkedin.com/in/rleavitt

Socializing Solutions Marketing: What's Working and What's Next

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Transcript of Socializing Solutions Marketing: What's Working and What's Next