b2b marketing digital july 22, 2011
DESCRIPTION
RTRANSCRIPT
Digital Market ing for b2b businesses
July 2011
solutions capabilities
emergingmarkets
maturemarkets
business
buying process
b2bproducts
largeprojects
commoditiesenterprisesolutions
consumergoods
sales process
markets are conversations- clue train manifesto
conversation flow
conversation flow
buying process unpredictable number of contact points
unpredictable gaps between contact points
unpredictable value per lead
solution sales process one-to-one conversations
high level of engagement for each contact
outcome
impact depends on level of expertise
focus on fast-moving or high value leads
conversation drop-outs
conversation funnel
conversation conflict
conventional approach
value-added resellers, sales partners
resellers / parters
local presence
lower cost of contact
quick response
limited expertise
lower impact
lower conversion
new approach
sales process
empowered conversations
use technology to create high volume, continuous, high impact
one-to-one conversations
social technographic groups
Forester Research defines online consumers into different groups starting from inactives to spectators and the most evolved creators. The largest number of people are the spectators – who visit blogs, do searches etc for information. And the most evolved are the ones who write blogs, who create content and tweet and share the same.
What seems clear is that even if most people do not create content, many of them are spectators.
The stage of the evolution is such that presence itself is a measure, even if it does not progress to actively engaging online for all who view.
tech-enabled conversation flow buying process
unpredictable number of contact points
unpredictable gaps between contact points
unpredictable value per lead
solution sales process one-to-one conversations
high level of engagement for each contact
tech-enabled process collaborative technology (workflow)
high impact high volume continuous one-to-one conversations
outcome
impact independent of level of expertise
sales focus on fast-moving or high value leads
no conversation drop-outs
conversation lennuf
conversations unlimited
lira priyadarsanihttp://www.linkedin.com/profile/view?id=15361895
ashutosh bijoorhttp://www.linkedin.com/in/bijoor
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