Lead Generation in B2B Communities
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George Krautzel discusses driving lead generation through B2B communities. Toolbox.com has over 3 million monthly visitors across IT, HR, and finance communities, providing a platform for professionals to share knowledge. Trends show increasing consumption of user-generated content and acceptance of vendors participating in conversations. Tactics for lead generation include promoting assets to engage audiences, building a presence to listen to customers, nurturing leads within communities, and creating advocacy through customer champions. Social media requires continuous investment but can quickly engage audiences, while traditional campaigns directly tie funding to results but impact ends when campaigns end.
Lead Generation in B2B Communities
- 1. Driving Lead Generation Through B2B CommunitiesGeorge Krautzel, Co-Founder and President
- 2. 2ContentsToolbox.com BackgroundTrends in the MarketplaceDetermining the Right EnvironmentLead Generation in B2B CommunitiesSwing Thought – Where This is GoingQ&A
- 5. Provide an online platform that enables professionals to easily share knowledge with their peers
- 7. IT (11 years), HR (1 yr), and Finance (
- 8. More than 3.0 million monthly unique visitors
- 9. Over 2.6 million pages of practical user-generated content
- 11. More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, DellWhere Toolbox.com Lives in the Media Space5User-Generated Content is communication, specific appeal
- 12. 2-way conversations between friends
- 13. Personal experiences, socially driven
- 14. Content is communication, specific appeal
- 15. 2-way conversations between peers
- 16. Personal experiences, best practicesEditorial Content is carefully vetted, broad appeal
- 17. 1-way conversation from experts to readers
- 18. News, consumer interests, and trends
- 19. Content is carefully vetted, broad appeal
- 20. 1-way conversation from experts to readers
- 21. News, case studies, best practicesConsumerBusiness
- 22. 6Trends in the Marketplace
- 23. Shift #1: Increase in Consumption of UGC (Trend)7Trend: consistent increase in social media consumption across IT job rolesHow many hours during an average week do you spend online consuming or participating in the following media types? Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
- 24. Shift #2: Acceptance of Vendors as Participants 8More than 76% of community members believe it is important that vendors listen to their audience and participate in conversations Which of the following statements best reflects your attitude about vendor participation in online communities? (Note: by "vendor participation," we mean the vendor may monitor or actively engage in conversations.)Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
- 25. Shift #3: Emergence of Brand Management (Company)9Community conversation about the vendor and productsBackground on the vendor White papers, documents, and other research from the vendorConnections with interested community members
- 26. 10Determining the Right Environment
- 27. All Social Media is Not the Same - Communities11
- 28. 12Determiningthe Right Communities for Your CampaignContentContentContextDemographics
- 29. 13Lead Generation in B2B Communities
- 30. Tactics to Utilize in B2B Online Communities14Promoting Assets in the Long Tail
- 31. Building a Beachhead for Engagement
- 32. Nurturing Leads Within a Community
- 33. Creating Advocacy Promoting Assets in the Long Tail15Utilize tools to integrate your assets directly into conversations
- 34. With proper targeting, vendor information can provide further value to the community User-generated contentContextual Matching on Toolbox.com
- 35. Relevant information assets from advertising partners are matched with user-generated content
- 36. Advertising partners are integrated into conversations with target audiencesRelevant lead-generation assets from advertising partners
- 37. Building a Beachhead16Go where your audience is
- 40. Promote through various channels
- 42. Tailor your interaction to your audience’s needs
- 43. Starbucks’ Facebook Fan Page
- 44. 4.3 million fans
- 45. Pushed beyond Coke as the most popular Facebook page in July 2009
- 46. Discovered what works for their audience (e.g., free pastry and free ice cream giveawayNurturing Leads Within a Community17Opportunities exist to nurture leads within a “safe environment”
- 47. Increasing touches can improve quality
- 48. Possibility for more intelligent lead scoring
- 49. Toolbox.com Lead Nurturing Tool
- 50. Gives partners the ability to segment leads by demographics
- 51. Allows those leads to be nurtured further down the sales funnel through targeted messaging and higher engagementCreating Advocacy18Customers are your strongest brand champions
- 52. More demand generation will come from a smart social media presence vs. traditional direct marketing
- 53. Ford’s results (6 months)
- 54. 4.3 million YouTube views
- 56. 3.0 million Twitter impressions
- 57. 50,000 interested customers, not current Ford owners19Swing Thought: Where This is Going
- 58. RelationshipDirect ResultsValue: Web as a relationship management platform
- 59. Primary Goals: Engaging prospects and customers outside of their Web site
- 60. Secondary Goals: Lead generation, drive traffic, thought leadership and branding
- 61. Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage
- 64. Two-way ads
- 65. Messaging connections using trigger marketing
- 66. Successful tactics from direct results stageExperimentationValue: Web as a direct results platform
- 67. Primary Goals: Drive traffic and lead generation
- 68. Secondary Goals: Thought leadership and branding
- 69. Measurements: CPL, CPC, brand measurements confirmed through surveys
- 71. Search ads
- 72. Lead generation – white papers, webcasts
- 73. Branding - IMUs, larger units, microsites
- 74. E-mail – list rentals
- 75. Value: Web as a promotional vehicle
- 76. Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness
- 77. Measurements: Cost per impression
- 79. Branding – buttons, banners
- 80. E-mail – newsletters, list rentals2004-2009 2010-20151996-2003Evolution of Online Marketing20
- 81. 21Impact = Site visits/leadsEffort = FundingMarketing ROI – Traditional CampaignsTraditional CampaignsWith traditional campaigns there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.).VALUETIMESource: Pauline Ores, IBM
- 82. 22Impact = Relevance and engagementEffort = FundingMarketing ROI – Social Media CampaignsSocial Media ImpactSocial media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining.VALUEMarketing through an online community allows advertisers to quickly engage and make an impact with their target audiences.TIMESource: Pauline Ores, IBM
- 83. 23Q&A and Contact Information George KrautzelToolbox.com Co-Founder and PresidentMy profile on Toolbox.com: http://it.toolbox.com/people/george_krautzel
- 84. My profile on Twitter: http://twitter.com/georgekrautzel