How can you make your B2B brand travel cross platform, cross customer and cross countries.

1. Workshop Social Selling B2B
7-2-2012

2. Even voorstellen
Berd Warmelts Gijsbregt Vijn
B2B Marketing Expert Brand/ business creator

3. Waarom bent u hier?
Hoe krijg ik met social media meer sales in B2B?

5. B2B brand & businesses
How it used to be:
You controlled the conversation

6. B2B brand & businesses
How it is now:
More transparency
More conversation
24/7
They (co) control
the conversation

7. De customer journey
Waardraait het nu echtom?
Goedplaatje maar hoe doe je dit?

8. De dagelijkserealiteit
• We gebruiken social media
eigenlijk als reclamezuil..
• We hebben geen groter verhaal
waar onze content in past.
• We weten niet goed wat ons
onderscheid van de
concurrentie.
• Sales en marketing werken
niet samen
• Budget altijd moeilijk
• Marketing wordt gezien als
sales support (teveel staf, te
weinig lijn)

9. Breng leads!!!!!!!

10. Waar is de HOLY GRAIL?

11. De ‘HOLY GRAIL’ BESTAAT NIET
• It‟s not the social media
• It‟s not the metrics
• It‟s not the brand
• It’s the full package fool!!

12. ‘THE FULL PACKAGE’
STORY &
•INSIGHTS
•DMU BUYER PERSONA
PROMISE •LIKES/
SEO/SEA/CTRL/MINING/GOOGLE
•Positioning •MARKETING AUTOMATION
•Proposition
•Story of the brand
•Content marketing
NEEDS DATA

13. De ‘HOLY GRAIL’ BESTAAT NIET
STORY &
•INSIGHTS
•DMU BUYER PERSONA
PROMISE •LIKES/
SEO/SEA/CTRL/MINING/GOOGLE
•Positioning •MARKETING AUTOMATION
•Proposition
•Story of the brand
•Content marketing
NEEDS DATA

14. Verhaal van vandaag
1) Needs
2) Promise & story
3) How to communicate

15. 1. Needs

16. 1/3 Watzoekt de klant
• We hebben geen zin in kopjes
koffie met de verkoper.
• Op de website van de
leveranciers staat niks waar ik
wat aan heb.
• We zoeken oplossingen, geen
producten.
• We zoeken experts die ons
helpen met het oplossen van
onze vragen.
• Ze gebruiken socialmedia
a-social
NEXUS B2B SURVEY 2012/ 2013

17. 2/3 Hoe vind de klantzijninformatie?
Word of Mouth” and “Web Searches” are both the most frequentlyusedand
the most useful sources of information for B2B marketeers.
70% of B2B buyers use search as starting point/ 75% click on organic links.
Whensocialnetworks do play a role in the buyingprocess, they most
commonly show up in the last stage of finalbuyerselection. This is
especiallytrue of Twitter.
Presumablybuyerstweetlookingforjustifyingopinionsandrecommendationsbefo
re making a finalchoice.
Too manysocialstrategiesusedby B2B marketers usesocial media onlyfor
“company-to-buyer” communications.
Source: buyersphere 2012

18. 3/3 Welke media vertrouwdhij het meest?
Source: EDN 2011/2012

19. Hoe gaat je klantom met media?

20. 2/3 Hoe vind de klantzijninformatie?
Twenty-somethingbuyers are 200% more likely to usesocial media
somewhere in the buyingprocess (49%) thanthirty-somethingbuyers,
and almost 400% more likelythanthoseaged 51+.
Google lanceert vandaag „purchasingmarket‟ place voor B2B suppliers:
„Google shoppingforsuppliers‟
.

21. Start with needs not products

22. 2. Story & promise

23. What’s a story?
It‟s
whatpeopletellothersaboutyour
brand.
It‟s whatyou want
themtotellothersaboutyour brand.

27. B2B merkpyramide
ISP
The why
of the brand
Inspirationalselling point
The how of the brand
emotionalvalues
ESP
The how of the brand
Emotionalselling point
USPUSP
The what of the brand
The what of the brand
Unique selling point
functionalvalues
HUIDIGE ORGANISATIE NIEUWE ORGANISATIE

28. Why a why
Rational.
Facts.
Features.
Feelings.
Emotions.
Loyalty.
Trust.
Decisionmaking.

29. Story platform of the brand
(thoughtleadership)
The why
Story platform of the brand
For businessesto Inspirationalselling
Participate in. point
The how of the brand
emotionalvalues
The how of the brand
Emotionalselling point
USP
The sellingpoint
The what of the brand
whatof the brand
Unique
functionalvalues

30. Story framework of the brand
The why
Story platform of the brand
For businessesto Inspirationalselling
Participate in. point
The how of the brand
emotionalvalues
The how of the brand
Emotionalselling point
USP
The what of the brand
The what selling brand
Uniqueof thepoint
functionalvalues

31. Story framework of the brand
The ISP
Story platform makespeoplebelie
For businesses to ISP
participate in. The why ve in you. That is
of the brand a big influencefor
Inspirationalselling point
engagement and
The how of the brand
loyaltybeyondreas
emotionalvalues
ESP on.
The how of the brand
Emotionalselling point
USPUSP
The what of the brand
The what of the brand
Unique selling point
functionalvalues
Trust &Relevance

32. And then…. get it on an A4 and start
communicating
Just one boiler plate/
„Press release‟
In total 10
sentencesthatliberates
and activates
your brand.

33. 3) How to communicate

34. 6) B2B mediamix
It is not only about media. So don‟t think Twitter, Facebook, stumble upon,
Digg, Linkedin, etc. will bring miracles:
It‟s about the right content, at the right time to the right business through
the right channel!!
Not easy…

35. 1) Customer journey Pinpoint the
challenge
VOORTRAJECT
BETROKKENHEI
ACTIVEREN
D
ORIENTATIE CONVERSIE
PROMOTEN VERBINDEN
MOMENTS OF TRUTH
Gebaseerd op McKinsey/ Forrester model
NATRAJECT

36. 2) Develop story: Multifeel branding®
Campaign idea Campaign story
The mid segment of the market
VS Sub-
storie
Sub-
storie
Sub-
storie
Sub-
storie
Sub-
storie
One story different ways to tell it.
Better content = More relevance = more impact = Target Target Target Target
more involvement= more virality = stronger brand 1 2 3 4

37. 4) Get your basics right and make it travel
Big push Meerdere relevante
verhaallijnen
(blogs + pr)

38. 3) Customer journey Pinpoint the
challenge
Goal: Awareness/ Impact Goal: Interaction/leads
Traditional
VOORTRAJECT Owned media/ social/
advertising/brochures/ digital/ content marketing/
Targetted paid/ search sales force
Adwords/ Trade Mobile/ trade shows
BETROKKENHEI
shows/Guerilla/ PR ACTIVEREN
D
Goal: win business
Personal
ORIENTATIE CONVERSIE Salesforece
Owned media
Goal: Ambassadors
Social, word of mouth, PROMOTEN VERBINDEN
salesforce, content
Goal: Repeating business
marketing
Email// Sales force
, email, content
MOMENTS OF TRUTH marketing &social
NATRAJECT
Gebaseerd op Mckinsey/ Forrester model community

39. 4) Know what they talk about and monitor

41. Océ case
Step 1
The challenge.

42. Océ case
Step 2
Determine the why.

43. Océ case
Step 3
Emotional contract.

44. Océ case
Step 4
Campaign concept.

45. Océ web film

46. Océ bikes only

47. Océ case
Microsite.

48. Océ case
Social media.

49. Océ case
Case overview.

50. Océ case
Case results.

51. Rabobank uitdaging bij startende ondernemers
RABO VISIE:
‘Samen
ONZE KIJK OP DE bereik je meer
WERELD dan alleen’
COÖPERATIEVE
OPVATTINGEN: ‘Verbinden Hoe bereik je de
met de klant, startende
ONZE OPVATTING de samenleving,
WAAR NAAR WE
de toekomst
ondernemer in zijn
HANDELEN
en elkaar’ online oriëntatie
MERKWAARDEN: Betrokken proces?
ONZE MENTALITEIT Dichtbij
Toonaangevend

52. De corporate website is pas relevant in een
later stadium van het koopproces
31 januari 2013
52

53. 1e poging: de lokale starterscommunity

54. Failfast, faildeep but failcheap

55. Daarna: Ikgastarten.nl
31 januari 2013
55

56. Ikgastarten nieuwsbrief

57. Twitter account

58. Succes ikgastarten
 Site in top-3 meest bezochte sites voor startende ondernemers
 Hoge conversie naar de Rabobank site *
 Goed voor imago Rabobank onder startende ondernemers *
* Cijfers vertrouwelijk

59. Social selling werkmodel

60. Social selling
De vijfstappennaarrelevantie en groei
Stap 1: Bepaalwaar je merkvoorstaatvoor de langetermijn? ISP/ ESP
Stap 2: Kies je doelgroep (denk in meerderesegmenten, watzijnhunbehoeftes,
mediagedrag etc.)
Stap 3: Bepaal/ aanscherpenusp/ product/ marktpropositie (BBB)
Stap 4: Bepaal je customer journey/ focus in de customer journey
Stap 5: Bepaal je content en contactstrategie (watga je zeggen, wanneer en tegenwie)

61. Social selling in a day!
Van belofte en story naareen content en kanalenstrategie in één dag.
Groep van 6-8 marcom Experts
Moet je je welgoedvoorbereiden!!!
Speciaal MIE aanbod Euro 5.000,- exl. btw
(excl. catering + org.)

62. Meer info: Social Selling Agency
Berd Warmelts
0610279998
berd@nexusb2b.nl
Gijsbrecht Vijn
0655123673
Gijsbregt@lemonscentedtea.com

63. Thank you for
your time

64. Tip: verlaat de zaal en volg de A-Z guide
toSucces van Chris Lake!
Audience: thinkaboutaudiencesratherthancustomers
Branding: defineyour brand terms.
Content: the ongoingproduction of compelling content thatappealsto tour target audience is what content marketing is allabout.
Distribution: Optimizeyour content forYouTube, Pinterest, Twitter, facebookandLinked-In.
Evergreen content: evergreen content never growsold.
Focus: a pre-defined editorial scope is essential.
House Style: Consistency of toneans spelling is important.
Inbound Links: The best way to rank well is toproducelots of unique, high value content.
Jargon: avoiditlike the plaque.
Keep it real: Be honest, admitmistakesandapologiseifnecessary.
Lead Generation: is a primary goal for content marketeers.
Metrics: defineyourKPI‟s en track them.
Narrative: what is your story? What ar yourvalues? What is your brand tryingtocommunicate?
Originality: rebloggingsucks. Me-toosucks. Scrapingsucks. The very best, most powerfull content is uniqueandhighlyoriginal.
PR: Press Releases are still a part of relasingyournewsto the world.
Quations: Collequesshould me minedforideadtotunrinto content.
Reporting: there are 19 content marketing tools to track your performance.
Soclal: BuildSocial Networks.
Tools: Use Google AnaliticsandTopsy.
User Experience: Content marketeers should have a deepunderstanding of their users.
Virality: the production of highlyshareable content is a fundamental goal for content marketing professionals.
Web Audits: measure, improveand benchmark your website.
X-rayVision: Be aware of emerging trends.
Director of Product Development
YourExistingCustomers: digital marketingseemstobepaying more attention toretention.
Zappa: read the blog!
at Econsultancy