ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010

Napa, CaliforniaThe New Vision

for Marketing

Highlights

ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010

Napa, CaliforniaThe New Vision

for Marketing

Technology Marketing in the Era of the Empowered

Josh BernoffSenior Vice President, Idea DevelopmentForrester Research(And co-author of Groundswell and soon to be released Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business)

The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 3

Technology Marketingin the Era of the Empowered

Four steps to build customer influence: 1. Identify mass influencers 2. Delivery groundswell customer

service 3. Empower with mobile information 4. Amplify your fan activity

Service marketers, do you know which of your customers are influencing others? – 6.2% of people online account for

80% of influence impressions– 62% of mass influencers for tech

purchases use mobile apps

B2B marketers have to:– Realize that communities take on a

life of their own—you can't control them

– Work with IT departments to use technology that serves customers

ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010

Napa, CaliforniaThe New Vision

for Marketing

Avaya Goes Social

Paul DunayGlobal Managing Director, Services & Social MarketingAvaya(And author of Social Media and the Contact Center for Dummies and co-author of Facebook Marketing For Dummies)

The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 5

Avaya Goes Social

What’s the right mix of social media for your company? It depends…– 3 out of 4 consumers use social

technology– Consumers believe companies

should be on the social web 

The thing is, B2B companies need to do more than just be present on social media, they should interact

How to engage continuously? – Listen to what customers have to

say– Share your brand personality– Engage in dialogue

ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010

Napa, CaliforniaThe New Vision

for Marketing

Social Media Mandates

Chris KochDirector, Research & Thought LeadershipITSMA

Paul DunayGlobal Managing Director, Services & Social MarketingAvaya

The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 7

On thought leadership and social media…– Twitter or Facebook are good bait for longer thought leadership

On marketing’s role...– Must ensure quality in the content– People want to connect with people...so we need subject matter

expert “rock stars”– Creating a "rock band" or group blog is also effective– Marketing must actively support the rock stars/band

On getting started…– Start a social media council– Create guidelines– Develop an editorial calendar– Have regular meetings with subject matter experts to influence

(rather than control) their thinking and content

Social Media Mandates

ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010

Napa, CaliforniaThe New Vision

for Marketing

Thought Leadership as an Outcome, Not an Activity

Sunder SaranganAssociate Vice PresidentInfosys Technologies

The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 9

Thought leadership is not just about content creation; it must be actionable

Marketing must create a plan for matching thought leadership to business outcomes

How thought leadership can impact business– Create conversations with new client– Change conversations with current clients

Thought leadership doesn’t have to be new, just relevant– Focusing only on the new focuses on content, not outcomes

The main influence of thought leadership is on shaping day-to-day client experiences and perceptions

Thought Leadership as an Outcome, Not an Activity

ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010

Napa, CaliforniaThe New Vision

for MarketingCreating Win-Win Client Relationship Programs That Drive Sustainable and Profitable Growth Sean GeehanFounder & CEOGeehan Group(And author of The B2B Executive Playbook )

Anubhav SaxenaGlobal Head of Marketing & StrategyHCL America

The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 11

Creating Win-Win Client Relationship Programs

B2B Executive Playbook 1. Create customer advisory

council2. Organizational planning3. Executive sponsor4. Leverage customer companies

Think differently: Marketers can aspire to be a leader of a company, not just of marketing

If marketers do it the right way, they will be the most significant function head in their organization

Marketers don't necessarily need to spend more, but they do need to shift or rebalance marketing spend

ITSMA’s 2010 Marketing Leadership Forum May 25-26, 2010

Napa, CaliforniaThe New Vision

for Marketing

Where Do We Go From Here? Marketing’s Top Leadership Priorities

Marketing Leader Panel :

Pauline WegerDirector, National Consulting Marketing, Deloitte

Nina HargusVice President, Global Services Marketing, EMC

Chris WilliamsFormer CMO Capgemini, N.A.,

The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 13

Where do we go from here?

Marketers must gain greater understanding of the business– Have marketers listen to earnings

calls– Marketers can help drive business

strategy—which will improve all marketing efforts

Become a partner/consultant to the business units– Create a joint planning process

between corporate marketing and BUs

– Marketing gives recommendations based on the business objectives, prioritizes them, shows where marketing can help with the money they have, then lets BUs decide

Stop resisting social media– Use them to support and extend

programs that work, such as events and customer councils

The New Vision for Marketing | Highlights | © 2010 ITSMA. All Rights Reserved. 14

ITSMA’s definition of social media:

For more insight on Social Media, visit

http://www.itsma.com/

Social MediaA Sampling of ITSMA Articles and

Research Why Marketing Must Be the Catalyst for Soci

al Media Social Media: Marketing’s Need to Lead The New Vision for Marketing Explained How Do You Compare in Social Media? ITSMA Featured Research: It’s Not Only Abo

ut the Content How Xerox Global Services Used Social Medi

a to Enable Sales Social Media So Far—and What’s Next Xerox Global Services’ Competipedia: Using

Social Media to Enable the Sales Force Why Marketers Need to Rethink Their Mix, an

d Ultimately, Their Operations Avoiding the Social Media Silo