Toolbox Update for Partners
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Toolbox.com aims to provide a platform for professionals to share knowledge, with over 3.3 million monthly visitors and 800 advertising partners. The document outlines the evolution of online marketing tactics and the primary goals of lead generation, thought leadership, and brand awareness, alongside examples of successful engagement programs like the Windows 7 community. With an increasing shift to mobile technology, Toolbox.com emphasizes the need for B2B marketers to adapt to mobile applications that support social media collaboration.
Toolbox Update for Partners
- 1. Toolbox UpdateFebruary 11, 2010
- 2. Who is Toolbox.com? 2Mission
- 3. Provide an online platform that enables professionals to easily share knowledge with their peers
- 5. IT (11 years), HR (1 yr), and Finance (1 yr)
- 6. More than 3.3 million monthly unique visitors
- 7. Over 2.6 million pages of practical user-generated content
- 9. More than 800 advertising partners, including: IBM, HP, Oracle, Microsoft, DellToolbox for IT Registered MembersQ4 20091,658
- 10. 3Toolbox.com Perspective: the Evolution of Online MarketingRelationshipDirect ResultsValue: Web as a relationship management platformPrimary Goals: Engaging prospects and customers outside of their Web siteSecondary Goals: Lead generation, drive traffic, thought leadership and brandingMeasurements: Cost of sales, customer retention, brand penetration and measurements from direct results stageMarketing Tactics:
- 11. Company beachhead in relevant communities
- 12. Integration of content in mobile apps
- 13. Lead nurturing via social CRM
- 14. Successful tactics from direct results stageExperimentationValue: Web as a direct results platformPrimary Goals: Drive traffic and lead generationSecondary Goals: Thought leadership and brandingMeasurements: CPL, CPC, brand measurements confirmed through surveysMarketing Tactics:
- 15. Search ads
- 16. Lead generation – white papers, webcasts
- 17. Branding - IMUs, larger units, microsites
- 18. E-mail – list rentals
- 19. Value: Web as a promotional vehiclePrimary Goals: Trial a new media concept, gain eyeballs, build brand and drive awarenessMeasurements: Cost per impressionMarketing Tactics:
- 20. Branding – buttons, banners
- 21. E-mail – newsletters, list rentals2004-2009 2010-20151996-2003
- 22. Three Primary Values of Professional Communities4ConnectEnable members to link up and communicate directlyCollaborateShareEnable members to generate knowledge or best practice information through open interaction with their connections and/or the communityEnable members to distribute information or knowledge to their connections or the community
- 23. Example of Engagement Program: Windows 7 Community 5Goal
- 24. Generate broad awareness for Microsoft Windows 7 by engaging relevant Toolbox.com members
- 25. Tactics
- 26. Sponsorship of relevant areas in the community
- 27. Promotion both within and outside the Toolbox.com community to drive traffic
- 28. Contests, polling, and participation by company expertsExample of the Windows @ Work Contest promotion within the Windows 7 community at Toolbox.com
- 29. Example of Live Chat: Microsoft System Center 6Goal
- 30. Collect high-quality leads from community members who have been educated about Microsoft Systems Center
- 31. Tactics
- 32. Sponsorship of a Live Chat between two engineers from Microsoft and the Toolbox.com community
- 33. Built brand awareness, answered questions, and received feedback during the chatExample of the Microsoft Systems Center Live Chat at Toolbox.com
- 34. Example of Lead Scoring: Leading Storage Vendor75 Points
- 35. More than one user from same company downloaded a paper
- 36. 3 Points
- 37. Member of a relevant discussion group
- 38. Connected to a relevant wiki
- 39. 2 Points
- 40. Each additional paper downloaded
- 41. For each vendor profile they are connected to
- 42. 1 Point
- 44. Has a Toolbox.com profile
- 45. Posting in last 12 months
- 46. Has member connections other than George Krautzel
- 47. For each group membership to a storage/backup group
- 48. Connected to a storage/backup wiki
- 49. Following a storage/backup blog
- 50. Goal
- 51. Prioritize leads based on users’ actions and activity
- 52. Tactics
- 53. Utilized Toolbox.com’s scoring and reporting systems to gain intelligence
- 54. Employed lead-nurturing tools available with their vendor profile to build deeper relationships with customers and prospects8The Future Belongs to Mobile TechnologySummaryNielsen reports that one quarter of all phones sold last year were smartphones40% of iPhone/iTouch users access the internet more on their mobile than their desktop (Nielsen)Mobile is unique among marketing vehicles in that it effectively bridges the gap between the analog and digital worlds. The net effect can dramatically amplify the effect of marketing communicationsToolbox.com’s TakeawayWith an ever-increasing number of consumers using mobile devices for a variety of everyday tasks, mobile will be a strong play for B2B marketers in 2010. The mobile platform is tomorrow’s essential collaboration tool, necessitating an equally important shift to applications that directly support the use of social media by the mobile business workforce.Toolbox.com’s Beta iPhone AppFrom: “40% of Your Opportunity is Shifting to Mobile...Are You?”