THE COMPANY IS THE CONTENT

LECTURE 2: GOALS AND LISTENING

OUT OF CONTROL C. 2009 Press

Analysts

Company

Channel

Customers

Markets truly became a conversation

Influencer

Conversation Conversation

ConversationConversation

You are here

FRAMEWORK

MeasureHow will you measure success?

VoicesHow do you want to speak?

ListenWhat is the market saying?

GoalWhat do you want to accomplish?

WORKSHEET

Informer Seller Worker “One-liner guy”

Brand awareness

Influence the market

Lead gen

Customer support

Goa

l

Voices

TacticsMetrics

GOALS

BRAND AWARENESS: INTEL

INFLUENCE THE MARKET: CISCO

LEAD GEN: HUBSPOT

CUSTOMER SUPPORT: DELL

LISTENING

LISTENING

As the sales blogger Jim Keenan puts it, “A lead today can be a complaint on Twitter, a question on LinkedIn, or a discussion on a Facebook page.”

LISTENING• Getting into the conversation

• Know what is going on• Don’t be the “dig me” guy• General market intelligence

• Prospecting

• Hearing what the pain points are• Understanding your customers’ concerns• Empowering sales people

• Support

• Solving problems• Being available

HOW TO LISTEN

SOFTWARE MANUAL

HANDS ON

HUBSPOT QUESTIONS

Define inbound marketing. Contrast with outbound marketing

List and describe the three skills (according to HubSpot) to maximize inbound marketing.

Why do you think inbound marketing is less expensive than outbound marketing?

Why do B2B companies derive greater value from inbound marketing (and HubSpot’s offering) than B2C?

DEFINE INBOUND MARKETING

THREE SKILLS

Write compelling content

Distribute content

Engage a community

WHY?

Company

Email sign upsLead genSurveys

NEXT WEEK

All:

• Case: EMC

• The B2B Social Media Book, Chapter 5, 7

• Article: Adding Social Media to the Marketing Mix

• Article: What’s your social media strategy?

Credit; Grade Students:

• Answer the attached questions and submit before class via email ronpiovesan@gmail.com

• Answers can be in short paragraphs or bullet points.

• One page is sufficient