MAD Perspectives Blog

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 Key Learnings from Marketing Profs B2B Forum 2010

Peggy Dau - Thursday, May 06, 2010

IMG_2522 by MarketingProfs Live.


I attended Marketing Profs B2B Forum 2010 in Boston this week.  For anyone seeking new ideas, validation, case studies, real life examples on how B2B companies are integrating social media into their overall marketing strategy - this is the event to attend!  (note:  I am not paid or in any way compensated by Marketing Profs).  While the event focuses on all aspects of B2B marketing (lead management/generation, SEO, Pipeline management, conversion rates, social media), I was most interested in the social media and content publishing topics.

The sessions were all led & hosted by B2B marketeers sharing their real life experiences.  Some key takeaways:

    - Align your social media strategy with your overall marketing strategy.  You've likely invested in Search Engine Optimization (SEO) and defined keywords.  Incorporate those keywords into your social communication.  Align your overall editorial calendar.

    - Think about who your customers are and how they consume content. Do they want to read a detailed whitepaper or do they want a high level overview?   What part of the buying process are they in as they seek, access and consume content?

    - How do you track success of your marketing programs?  Do you invite feedback from your sales team and customers about the value of the content you  provide?

    - Think about how you can repurpose existing content into social media channels (i.e., blogs, tweets, slideshare, video).

    - Gain some insight into your company's social reputation as you define your strategy.  Who is mentioning your company or products online?  What and where are the sharing their thoughts?  Who are the key influencers in your industry and do they mention your company?

Humans are social.  Your employees are human. Ergo, your employees are social at least at a personal level.  They may enjoy being social, within company defined guidelines, on behalf of the company.  As a result you may learn more about external perceptions of your company that may help you refine your marketing strategy, communicate more effectively and positively influence the buying process.

The bottom line is that business buyers are investigating solutions to their business problems online, before they engage in active discussion with your sales team.   Your company has the opportunity to influence buyers via a wide variety of distribution channels.  Know your customer.  Know what content they need, when & where.  Adopt the right tools for the right conversation.

What's your perspective?