Insider Strategies and Tips: B2B Marketing, Sales and Distribution
Transcript of Insider Strategies and Tips: B2B Marketing, Sales and Distribution
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Insider Strategies and Tips:
B2B Marketing, Sales and
Distribution
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Agenda
• Blackboard International Marketing – Direct and indirect channels
– Sales & marketing strategy
• B2B Marketing Overview – Demand Gen Waterfall
– Marketing Automation/Customer Relationship Management (CRM)
– Sales Enablement Strategies
• Social Marketing
• Resources
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Blackboard At-A-Glance Key Facts:
• Revenue: $500M+
• Employees: 3,000+
• Users: 25M+ on Blackboard Learn
• Clients: 9,300
• Global Presence: EMEA, Asia-Pacific, Latin America
• Key industries served: Business Services, Media,
• Financial Services, Healthcare, High Tech/Internet,
• Life Sciences, Higher Education, Government/Mil
Partial Client List
Key Partners
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Blackboard International
• Direct Channel (Blackboard Employees)
– Canada ,UK, Amsterdam, ANZ
• Indirect Channel (Resellers)
– Over 45 resellers in South America, LatAm, EMEA
– Tiered program
• Data Centers
– US, Canada, Australia, Amsterdam
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Blackboard International
• Sales and Marketing Structure
– President of International - based in UK
– 3 Sales RVPs
– 15-20 Sales Reps, Sales Engineers
– 1 Marketing VP, 1 Director, 5 marketing managers
– 45 Reseller Partners managed by Sales VPs
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Blackboard International
• Working with Resellers
– Networking
– US Commercial Service (http://www.trade.gov/cs/) –
trade promotion arm of Dept of Comm. We pay a fee
and they have posts around the world.
– Take a look at GDP growth and see if there is potential.
We interview and pick partners, sometimes multiple
partners per country.
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Blackboard International
• Key Sales & Marketing Challenges – Domains
– Consistent messaging/images
– Need to train all resellers at once
– Local /Regional language/Translation
– Pricing
– Time Zones – Escalated Sales and Support
– Go to market – strategy may differ per country
– Need an office in certain countries to do business
– Dedicated sales and marketing contacts
– Local Press – if not in you’re not important.
(Ex. company sponsored event)
– Face to face goes a long way
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Blackboard and SENA
https://www.youtube.com/watch?v=IgrbqEqOrcU
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B2B Marketing Overview
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Look familiar?
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The SiriusDecisions Demand Waterfall
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The SiriusDecisions Demand Waterfall
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Who can help?
CRM (Customer Relationship
Management)
• Salesforce.com
• Microsoft Dynamics
• Oracle CRM
• Siebel
• Sugar CRM
Marketing Automation
• Eloqua (Oracle)
• Marketo
• Pardot
• Hubspot
• Constant Contact
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Demand Created Asset –
Content Quadrant Website
• Relevant content served
across the digital and
sales experience
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Sales Enablement
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What is Social Media?
• Over 4.5B people are on social networks
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Get Your Company Going –
Outbound Strategy
•Create a Social Media Policy/Guidelines
•Wordpress Guidelines/Blogging Best Practices
•Get your CEO on board
•Create a social calendar
•Agency Help – Beekeeper Group
(beekeepergroup.com)
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Get Your Company Going –
Inbound Strategy
•Listen to what your customers are saying about
you or your products
•Set up a social command center
•Display your company’s social feeds on large
monitors within your HQ
•Determine a policy for responding
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Why Use Social Media?
• Brand Management
• Crisis Management
• Media Relations
• Thought Leadership
• Search Engine Optimization
• Low cost / ROI
• Building community
• Humanizing
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Who is Listening?
• Journalists
• Bloggers
• Amplifiers
• Industry Leaders
• Potential & Existing Customers
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Define Success!
•Set goals:
• Click-throughs
• Newsletter sign-ups
• Leads / Sales
• Event attendance
• Relationships
•Quality over quantity
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Blogging Success
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Leave a Comment!
• Virtual Handshake (build relationship before
you have an ask!)
• Show Your Expertise
• Get Attention From Readers
• Be Part of the Conversation
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What is Twitter?
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Twitter Terms
•Tweet - A short update of what you are doing in 140 characters.
•Followers - People who are subscribed of your updates or fondly known as
Tweets.
•Following - People you are interested for following by subscribing to their
updates or tweets.
•Direct Message (DM) - Sending a Direct Message to your followers.
•At (@) - You can use this when you are referring him/her in your updates.
You can prefix their username with @ to display his/her Twitter account in the
update.
•Re-Tweet (RT) - You can relay a tweet or update by a Twitterer or Tweeter
to everyone who are following you.
•Hashtag (#) - When you want to tell something specific about some issue or
subject, you can prefix your subject with #.
•Tweet - Up - When a group of Twitterers or Tweeters arranges a meeting for
a social interaction or for some bloggers meet and so on.
•Source: http://www.hellboundbloggers.com/reviews/websites-reviews/twitter-definitions-for-newbies
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Why Use Twitter?
• Share news and information
• Ask Q’s / Get feedback
• Connect with others (humanizing)
• Shorter and faster than blogging
• Build presence in case of crisis
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Personal vs. Professional
• Personal
• Identify in bio
• Team account
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Distributing Content
Across Teams
• Twitter Lists
• Internal Twitter Distro Email
• Chatter
• CC’s and DM’s
• Create hashtags around events
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Twitter Best Practices
DO: • Complete your bio
• Be yourself!
• Engage and interact
• Share accomplishments and information
• Be transparent & consistent
• Create a hashtag for your event
• “Tweet others how you want to be tweeted.” –Reverend Run
DON’T: • Overpromote
• Overshare
• Overtweet (and run)
• Only tweet links
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What is Facebook?
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Why Use Facebook?
• Visibility
• Maintaining Contacts
• Promoting brand/products/issue
• Your friends, colleagues, business partners,
affiliates, customers, and amplifiers are there.
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What is YouTube?
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The 5 W’s of Online Video
Who? YOU!
What? Keep it simple. Bio’s, events, interviews
Where? Conferences, volunteering, meetings
When? Viewers can watch whenever. Always
catch media moments!
Why? Powerful, inexpensive, engaging
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YouTube Success
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What is LinkedIn?
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LinkedIn Success
• Update your profile
• Update your company
profile
• Participate in user
groups and discussions
• Social Selling
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Get started
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Next Steps
1) Monitor –Google Alerts –Twitter Search –Identify relevant blogs
2) Engage –Leave comments –Email –Link from your site
3) Network –Facebook –Twitter –YouTube
4) Conversation –Consistency –Quality –Transparency
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Resources
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Resources
CRM (Customer Relationship
Management)
• Salesforce.com
• Microsoft Dynamics
• Oracle CRM
• Siebel
• Sugar CRM
Marketing Automation
• Eloqua (Oracle)
• Marketo
• Pardot
• Hubspot
• Constant Contact
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Analysts
• SiriusDecisions (BtoB marketing)
• Gartner
• Forrester
• Industry specialist
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Tools the Pros Use
• Seesmic – Social Media Aggregator
• Tweet Deck – Time your tweets
• Radian 6 (now Salesforce Marketing Cloud) – Social
analytics
• Google Analytics
• Technorati (Blog Search Engines)
• Google Blogs (Blog Search Engines)
• BlogPulse (Blog Search Engines)
• Slide Shark (by Brainshark)
• Prezi (wicked cool powerpoint)
• Slideshare