Russ Fradin Keynote from Brand Innovators B2B Summit on 9/23/13

Russ Fradin!CEO!!

KEYNOTE: Five B2B Marketing Trends to Watch !

2 All Content Company Confidential ©2013 Dynamic Signal

Company Info

Founded in 2010!

$25m in Funding:!

Based in:!San Francisco, CA!

New York, NY!Washington, DC!

Chicago, IL!Austin, TX!

London, UK!

50 Employees!

Dynamic Signal helps brands harness the power of !

employees and customers !by empowering them to be brand advocates!


Our Mission

People Powered Marketing We enable the people that love your brand to talk more

about you, creating a whole new marketing channel

Employee Advocacy

Turn Every Employee Into a Powerful Brand Advocate

Customer Advocacy

Turn Customers, Fans, Followers and Influencers Into Powerful Brand Advocates

•  Share content!•  Be Authentic!•  Protect the brand!•  Share & promote offers!•  Distribute coupons!•  Write reviews!•  Answer questions!•  Influence friends!•  Reach audience!

•  Stay engaged!•  Share company news!•  Promote thought leadership!•  Generate leads!•  Share jobs & recruit peers!•  Answer questions!•  Support customers!•  Share & promote offers!•  Distribute coupons!

Employees Will:! Customers Will:!


B2B Perspective

78% of salespeople using social media outsell their peers ~ Social Media and Sales Quota Report

Companies with engaged employees outperform those without by up to 202%

~ Gallup

92% of B2B buying cycles begin online ~ Eloqua

41% of people believe a company's employees rank higher in public trust than a firm's PR department, CEO or founder

~ Edelman's 2013 Trust Barometer

By 2017, the CMO will spend more on IT than the CIO ~ Laura McLellan, Gartner

50% of B2B buyers say social media plays a significant role in their purchasing ~ 2012 Demand Gen Report B2B Buyer Survey


Trend # 1

Employee Advocacy & Social Selling •  Before social media, it was obvious that your employees

were your best brand ambassadors

•  They still are! Employee advocacy platforms make it possible to trust your employees to share & be social

•  The key is convenience, compliance and credit

•  Companies that are doing it right:

•  AMD

•  Hitachi

•  Comscore

Convenience Compliance

Credit


Trend # 1 Top Social Sales Channels

Employee Advocacy & Social Selling


Trend # 1

Social Amplification Program (ASAP)


Trend #2

Content Marketing •  B2B customers want to be educated and entertained

•  Successful brands are creating social content hubs where brand and customer generated content can be viewed and shared over social networks

•  Content impacts each stage of the customer buying journey


•  Intuit

•  AMD

•  .


Trend #2

Social Content Hub


Trend # 3

Mobile & Consumerization

•  B2B employees and buyers are consumers most of the time and expect the same experience

•  Make it easy for them to stay informed, share and learn

•  Marketers have to think mobile first


•  Intel

•  Cisco


Trend # 3

Mobile App


Trend # 4

Big Data

•  B2B Marketers are basing their marketing decision on insights & analytics from Big Data

•  Big Data enables B2B marketers to optimize the customer journey / path to purchase


•  Live Nation

•  Walmart


Trend # 4

eCommerce Site


Trend # 5

Agile Marketing •  B2B Marketers are pioneering the idea of Agile

Marketing & achieving operational efficiency & flexibility

•  Agile is about rapid testing & iterating, adapting to change vs. following a set plan, making small bets vs. big bets, and relationships over targets, and collaborating with people


•  SAP

• 

•  .


Trend # 5


B2B Opportunity

Own Direct Relationships Achieve up to 8x more engagement directly with the employees and customers most important to the brands you work with!

Collaborate on Content Populate your community with member content, 3rd party content and your own custom content!

Amplify Your MessagingEngage your members and transform them into brand advocates with up to 20x share rate!

Accelerate Your CampaignsCreate, coordinate and track large-scale word of mouth reach and earned media value with up to 400 impressions generated for every share!

Build Your BrandAlign fans, customers, employees and influencers behind consistent brand positioning!

B2B Employee Advocacy Opportunity


Technology

Social BI!Analytics!

Track!Measure!Report!Analyze!

Recommend!Optimize!Export!

Integrate!

Social AMP!Amplification!

Activate!Engage!Mobilize!

Incentivize!Share!Gamify!Reward!Loyalty!

Social CRM!People!

Identify!Rank!

Recruit!Profile!

Manage!Segment!

Target!Message!

Dynamic Signal combines key technologies & ingredients for

Employee Advocacy

A powerful new marketing channel that drives revenue, engagement, awareness, loyalty, positive PR and UGC in an easy to use, brand safe environment.!

Social CMS!Content!

Identify!Aggregate!

Curate!Suggest!Create!Publish!

Distribute!Broadcast!


Advocacy Anywhere

Employee Advocacy Omni Channel

Mobile, Social & Web Fully Customizable Portals!Mobile First User Experience!Highly Gamified Environment!

In Depth Social Integration!Robust Reporting & Analytics!Scalable API!

dynamicsignal.com!

twitter.com/rfradin!

[email protected]!

1111 Bayhill Drive, Suite 325 San Bruno, California, 94066!!

Phone: 650.231.2550 • Fax: 650.635.2290 !

Contact Information!

Russ Fradin Keynote from Brand Innovators B2B Summit on 9/23/13

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Transcript of Russ Fradin Keynote from Brand Innovators B2B Summit on 9/23/13