5 Killer Strategies for Engaging :45 a.m. Online Marketing

Transcription

1 5 Killer Strategies for Engaging New Prospects for 2012 Tuesday, April 17, :45 a.m. Online Marketing

2 PLEASE SILENCE YOUR CELL PHONES THANK YOU! Online Marketing

3 Moderator: Jeff James Speakers: Joy Milkowski, Vice President, Marketing, NEF Mitch Simcoe, Applications Product Marketing, GENBAND Greg Smith, Marketing Manager, Service Provider Routing & Switching, Cisco Systems Online Marketing

4 * 5 Killer Strategies t for Engaging New Prospects for 2012 Jeff James

5 Hey, remember when client acquisition iti used to be easy? Neither do I.

6 You know how to talk to your customers. Embrace the new tools.

7 Links are the New Currency of Credibility. Inbound marketing costs 62% less per lead than traditional i outbound marketing. (Source: Hubspot 2012) SEO is dead. Consistent content is what drives engagement.

8 Reputation Risk ranked Number One among risk priority for company managers. (Source: CRO)

9 You need a quarterly playbook to drive convergence and cadence of message. Touch Points Pain Points Channels Objections Wbit Website /News Resources How will you spend it? Tl Telecom will represent 14% of ALL online ad spend in (source: e marketer 2012)

10 Not just another cat video. Your video. Over 75% of Fortune Over 75% of Fortune 500 executives viewing online video at work or via mobile devices. (Source: Forbes 2012) Press Releases Product Demos Testimonials Management Network

11 People change. It s time to socialize your CRM. Extend the Funnel Further: A successful Social CRM Extend the Funnel Further: A successful Social CRM strategy facilitates collaborative experiences and dialogue that customers value. (source: IBM Survey)

12 Kill Them with Content Use Easy, Readily Available Assets (Your Maps) to Engage Your Prospects Online Marketing

13 A Bit About B2B Buyers Online Marketing

14 Awareness vs. Engagement gg Online Marketing

15 Paid SEO PPC Banners Free vs. Paid Free Directories Map Sites Blogs Online Marketing

16 Picture is Worth a Thousand Words Early Stage Lead Gen Online Marketing

17 Picture is Worth a Thousand Words Middle Stage Engagement Online Marketing

18 Picture is Worth a Thousand Words Empowering the Channel Online Marketing

19 So Many Positives to Maps Efficiency Accuracy Customer Engagement Analytics LOW COST Online Marketing

20 Killer Marketing Strategies Mitch Simcoe, Applications Product Marketing

21 Social Networking Today More than 425M people access via mobile 2.7B Likes per day, 250M photos uploaded daily As of Jan 2012, hit 147M users with 96.6M in N. Amer & Europe Standard user is male (57.9%) between 25 and 54 years old (67.7%) 7%) 1B Tweets sent every 3 days (Mar 2012) 800M unique users who visit every month (April 2012) More video content is uploaded in a60day period than the 3 major U.S. television networks created in 60 years.

22 Sales Cycle in the New Era Game Changers More Informed Consumer Where First Step in Sales Cycle was Cold Calling it s now a Warm Lead Engaging & Connecting vs. Monitoring from sidelines Checking status before entering meetings Getting to Know Your Customer Self-reliant yet dependent More informed from online media Rely on Social & Industry Influencers Before Purchasing Relationship selling is a must Hungry for Content & Tweet Deals K i Ali i B d d M bil A Keeping Alive via Branded Mobile Apps Serve as Reminder of Your Business & Rewards Loyalty (Check ins)

23 Customer Service in the New Era Businesses finally seeing that they can join consumer conversations in real-time. Customers & clients expect businesses to interact with them Company Reputations depend on how they respond to comments online Businesses use social media to genuinely communicate with customers

24 Key Strategies to Promote Brand/Services Demos through App Showcase Mobile Apps Sales Training Social Networking Tie to App Showcase Create app showcase/store where customers can view videos of applications, download demos Create mobile apps with your brand, offer free demo downloads Ensure your E sales force is using their applications, b t form best f off training Li k any Link social media sites to App Showcase, gett target t t customer to Like apps

25 Applications Showcase Applications Showcase on Company website Applications Categories Security Apps Web Portals Fixed, Mobile, and Computer Integration Alerting / Notification Apps Personal Agents, Schedulers, and Assistants CRM Integration Vertical Market Specific Promote the end-user experience

26 Extending Your Brand through Mobile Apps Promote Your Company Brand

27 GENBAND Fusing Social Media & Communications GENVelocity Marketing Assistance Program Co-Marketing Program Utilizing Social Media to Launch New Services GENBAND Applications Integrate Social Networking Mobile Clients, Desktop Clients, TV-Integration Instant Messaging / Presence / Status Updates / Consolidated Contacts See their latest status updates & presence/location Conversation starter relational selling, more accessible, personal 27

28 About GENBAND Global leader of IP infrastructure and service solutions, enabling enterprise, service and content providers around the world to evolve communications networks through IP innovation 28

29 How Cisco Uses Video for Marketing Greg Smith Marketing Manager Cisco Systems Presentation_ID 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29

30 First let s clarify we re talking Web Video not TV advertising Why Do Video? Picture is worth 1000 words still rings true Video isn t hard, nor does it have to cost a fortune Video can often be better consumed - watch not read Press Releases / B2B moving to Social Media (Blog, Tweet, FB, etc.) Metrics: Easier to track the number of viewers Presentation_ID 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30

31 Customer testimonials Example: How has the product worked out? Simplifying complexity how does technology interact? Example: Multiple hardware platforms in an endend system Executive interviews Example: New product announcements Presentation_ID 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31

32 Find a good vendor / agency Keep it short approximately 2 minutes maximum Longer if a how to Content: Get to the point quickly, don t try to include too much If needed, break into multiple videos Still have to promote Don t expect to post on Youtube and collect hits Expect to pay for promotion Web video part of an overall marketing plan Include your brand team early on don t get too creative Avoid time-based references if possible your video could live online for years Pay attention to the background (red alarms are bad!) Presentation_ID 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32

33 You can fix (cover up) bad video, you can t fix bad audio Use b-roll effectively it can really polish the story Record in HD for maximum flexibility Watch where you record (Security, Law Enforcement) Make sure you get legal waivers for ALL participants Make sure you follow copyright (e.g. no NFL footage, no Star Wars music) unless you are prepared to pay for it Consider Captions for globalization Encourage sharing! Presentation_ID 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 33

34 You get what you pay for Context: I pay Cisco brand approved rates, need to meet Global Brand Standards Huge difference between using a local person versus flying in someone Often pay half day minimums Roll Your Own - iphone Works great to blog articles (news reporting) Can find people online for editing if needed. Presentation_ID 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 34

35 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 35 Cisco Highly Confidential Distribution Restricted

36 Speaker Contact Information: Jeff James, Joy Milkowski, Mitch Simcoe, Greg Smith, Online Marketing

37 THANK YOU FOR ATTENDING! Online Marketing