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Building Effective Social
Media Strategies
Enigen Breakfast
24.02.2013
CONTENTS
The importance of a Social Strategy
How to create a Social Media Strategy
3seven9 Agency
Established October 1995
Full service, fully integrated design and marketing agency
We support our clients in:
Social Strategy & Training
Social Monitoring and Engaging
Social App Development
Successfully creating innovative connections to your customers
and providing ROI throughout
Background in working with range of Blue-chip Tech
B2B and B2C Tech companies (Telstra, Nokia, Oracle) and
Professional Services (Kingston Smith, Charity Law Association)
The importance
of a Social Strategy
94%
76%
68%
58%
54%
48%
46%
44%
35%
30%
30%
26%
25%
21%
17%
10%
Up 14% from 2011
B2B Stats: Marketing Trends
Business
Product
Or
Service
Customer
Importance
Online Marketing: Buyer focused
Awareness Discovery Validation
Target
Prospects
Qualify
Prospects
Explain
Solution
Submit
Proposal
Close Fulfil
What is the problem?
Social
Inexperience
“You’re giving me too many leads but not
enough qualified leads! We don’t have
enough time to follow them up!”
Sales vs Marketing
The Importance of Nurturing
22%
Increase in
sales cycle length
9-11
Touches to convert
a CXO suspect to a
prospect
80%
Of “Bad leads”
go on to buy 24
months later
85%
Tech buyers need
3 content pieces
before engaging
What is the solution
Awareness Discovery Validation
Target
Prospects
Qualify
Prospects
Explain
Solution
Submit
Proposal
Close Fulfil
Social Media Maturity
How to create
a Social Strategy
WRONG
Objectives
Channels
Resource
Content
Time
Metrics
What stops
Social Media
being effective
in business?
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
24%
25%
38%
41%
52%
59%
60%
To keep up with competitors as they are investing in it
To reduce cost of marketing interactions and advertising
To tap into a new source of innovation
To respond to customers who are demanding it
To create new revenue opportunities
To protect, influence and build our brand's reputation
To increase enagement and CX with prospects/customers
Surveyed Social Objectives 2013
Begin by focussing on what you are trying to achieve
in your business:
Build a thought leadership
community
to provide support.
Engage customers and
prospects using social
media channels.
Maximize reach of content
and messaging in social
channels.
Align your social and
business objectives
Brand Awareness Lead Generation Community Building
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
79%
65%
54%
40%
30%
9%
4%
The most popular B2B social sites
LeadGen/Com
Community
Promote
Explain
SEO
Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013
Best Practices: Social Integration
69%
65%
61%
50%
49%
66%
51%
49%
49%
32%
61%
49%
36%
34%
26%
Corporate
Website
Email Marketing Search Engine
Optimisation
Microsites /
Landing Pages
Video
Best in Class
Industry Average
Laggards
Email, SEO and Video are the 3 biggest areas
of social integration to improve on.
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013
STRATEGY FOLLOW ENGAGE
Lead
Generation
Potential clients,
current clients,
Answer questions, respond
to comments and advise
Strategic
Partnerships
Affiliate Partners
and Suppliers
Thank for support, guest
post, comment
Community
Building
Investment Banking
groups, companies
and external
resources (e.g. PMs)
Ask and answer questions,
invite to events, invite to
subscribe/register
Thought
Leadership
Online Influencers,
Journalists, Analysts,
Financial Services
industry
Find their issues, join the
conversation and show
where you could add value
Optimising your resource
To train or outsource?
Social Media
Team
Customer Service Sales
Marketing
& PR
Product
Development
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
Social Media is where you
have the conversation.
Content Marketing is how you
make that conversation matter.
58%
44%
34%
90% of B2B marketers say content
marketing will become more
important in 2013.
B2B Content Marketing Objectives
Top B2B Social
Media channels
to share
and promote
Content on:
27%
35%
51%
63%
81%
90%
Pinterest
Google+
LinkedIn
YouTube
Facebook
Twitter
Consultancy Training Operations
Market Stage
1) General Market
Education (Find)
White Paper - C-
level
How To Guides
Social Engagement
Webinar
Newsletter 1
Blog
White Paper - C-level
How To Guides
Social Engagement
Webinar
Newsletter 1
Blog
White Paper - C-
level
How To Guides
Social Engagement
Webinar
Newsletter 1
Blog
2) Recognise
Opportunity
(Engage)
How To Guides -
Mid-level
Service Leaflets -
Upper-Mid
Testimonials
Social Engagement
Newsletter 2
Video Demos
Blog
How To Guides -
Mid-level
Service Leaflets -
Upper-Mid
Testimonials
Social Engagement
Newsletter 2
Video Demos
Blog
How To Guides -
Mid-level
Service Leaflets -
Upper-Mid
Testimonials
Social Engagement
Newsletter 2
Video Demos
Blog
3) Problem Defined
(Evaluate)
General Brochure
Case Studies - Mid-
level
Newsletter 3
Social Engagement
White Papers
Blog
General Brochure
Case Studies - Mid-
level
Newsletter 3
Social Engagement
White Papers
Blog
General Brochure
Case Studies - Mid-
level
Newsletter 3
Social Engagement
White Papers
Blog
4) Evaluate Options
(Trial)
Support Docs
Newsletter 4
Blog
Support Docs
Newsletter 4
Blog
Support Docs
Newsletter 4
Blog
5) Select Best Option &
Purchase
(Adopt)
Latest News
Tutorials
Newsletter 5
Blog
Latest News
Tutorials
Newsletter 5
Blog
Latest News
Tutorials
Newsletter 5
Blog
6) Explore Up-
sells/Cross-sells
(Advocate)
Newsletter 6
Community (social)
Blog
Newsletter 6
Community (social)
Blog
Newsletter 6
Community (social)
Blog
Match content to lifecycle
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
How much time should you spend?
32%
24%
21%
10%
13%
Almost 70% of companies spend at least one
hour per week on social media.
How to maximise the
time you spend?
Does it need
DEPT. input?
2a
Respond to alert
3
No
Post alert
1
Relevant CLIENT
conversations:
Yes
Receive response
guidance from
DEPT. contact.
2b
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013
• Mentions per time period
• Share of Conversation
• Increase in suspects
Brand
Awareness
• Lead volume
• Cost per lead
• Lead value
Lead
Generation
• Comments
• Churn reduction
• External mention ratio
Community
Building
Strategy: Measuring
• Mentions per time period
• Share of Conversation
• Increase in suspects
Brand
Awareness
• Lead volume
• Cost per lead
• Lead value
Lead
Generation
• Comments
• Churn reduction
• External mention ratio
Community
Building
Strategy: Measuring
Your programme may fail unless you ensure
your staff have access to monthly internal
metrics for their:
1. Reach
2. Engagement
3. Lead generation
1. Align your social goals to your business objectives
2. Listen to and decide the social channels you should engage on
3. Champion and train internal resource, or outsource to agencies/partners
4. Define “client primed” content and create (align to lifecycle)
5. Set your weekly time based on where, what and when they’re talking
6. Select core metrics that directly align to the business objectives
Summary
Thank you.
If you have any further questions or feel we could help
please contact david.wood@3seven9.com
or find us at www.3seven9.com

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Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013

  • 1. Building Effective Social Media Strategies Enigen Breakfast 24.02.2013
  • 2. CONTENTS The importance of a Social Strategy How to create a Social Media Strategy
  • 3. 3seven9 Agency Established October 1995 Full service, fully integrated design and marketing agency We support our clients in: Social Strategy & Training Social Monitoring and Engaging Social App Development Successfully creating innovative connections to your customers and providing ROI throughout Background in working with range of Blue-chip Tech B2B and B2C Tech companies (Telstra, Nokia, Oracle) and Professional Services (Kingston Smith, Charity Law Association)
  • 4. The importance of a Social Strategy
  • 8. “You’re giving me too many leads but not enough qualified leads! We don’t have enough time to follow them up!” Sales vs Marketing
  • 9. The Importance of Nurturing 22% Increase in sales cycle length 9-11 Touches to convert a CXO suspect to a prospect 80% Of “Bad leads” go on to buy 24 months later 85% Tech buyers need 3 content pieces before engaging
  • 10. What is the solution Awareness Discovery Validation Target Prospects Qualify Prospects Explain Solution Submit Proposal Close Fulfil Social Media Maturity
  • 11. How to create a Social Strategy
  • 13. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 14. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 15. 24% 25% 38% 41% 52% 59% 60% To keep up with competitors as they are investing in it To reduce cost of marketing interactions and advertising To tap into a new source of innovation To respond to customers who are demanding it To create new revenue opportunities To protect, influence and build our brand's reputation To increase enagement and CX with prospects/customers Surveyed Social Objectives 2013
  • 16. Begin by focussing on what you are trying to achieve in your business: Build a thought leadership community to provide support. Engage customers and prospects using social media channels. Maximize reach of content and messaging in social channels. Align your social and business objectives Brand Awareness Lead Generation Community Building
  • 17. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 18. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 19. 79% 65% 54% 40% 30% 9% 4% The most popular B2B social sites LeadGen/Com Community Promote Explain SEO
  • 21. Best Practices: Social Integration 69% 65% 61% 50% 49% 66% 51% 49% 49% 32% 61% 49% 36% 34% 26% Corporate Website Email Marketing Search Engine Optimisation Microsites / Landing Pages Video Best in Class Industry Average Laggards Email, SEO and Video are the 3 biggest areas of social integration to improve on.
  • 22. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 23. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 25. STRATEGY FOLLOW ENGAGE Lead Generation Potential clients, current clients, Answer questions, respond to comments and advise Strategic Partnerships Affiliate Partners and Suppliers Thank for support, guest post, comment Community Building Investment Banking groups, companies and external resources (e.g. PMs) Ask and answer questions, invite to events, invite to subscribe/register Thought Leadership Online Influencers, Journalists, Analysts, Financial Services industry Find their issues, join the conversation and show where you could add value Optimising your resource
  • 26. To train or outsource? Social Media Team Customer Service Sales Marketing & PR Product Development
  • 27. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 28. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 29. Social Media is where you have the conversation. Content Marketing is how you make that conversation matter.
  • 30. 58% 44% 34% 90% of B2B marketers say content marketing will become more important in 2013. B2B Content Marketing Objectives
  • 31. Top B2B Social Media channels to share and promote Content on: 27% 35% 51% 63% 81% 90% Pinterest Google+ LinkedIn YouTube Facebook Twitter
  • 32. Consultancy Training Operations Market Stage 1) General Market Education (Find) White Paper - C- level How To Guides Social Engagement Webinar Newsletter 1 Blog White Paper - C-level How To Guides Social Engagement Webinar Newsletter 1 Blog White Paper - C- level How To Guides Social Engagement Webinar Newsletter 1 Blog 2) Recognise Opportunity (Engage) How To Guides - Mid-level Service Leaflets - Upper-Mid Testimonials Social Engagement Newsletter 2 Video Demos Blog How To Guides - Mid-level Service Leaflets - Upper-Mid Testimonials Social Engagement Newsletter 2 Video Demos Blog How To Guides - Mid-level Service Leaflets - Upper-Mid Testimonials Social Engagement Newsletter 2 Video Demos Blog 3) Problem Defined (Evaluate) General Brochure Case Studies - Mid- level Newsletter 3 Social Engagement White Papers Blog General Brochure Case Studies - Mid- level Newsletter 3 Social Engagement White Papers Blog General Brochure Case Studies - Mid- level Newsletter 3 Social Engagement White Papers Blog 4) Evaluate Options (Trial) Support Docs Newsletter 4 Blog Support Docs Newsletter 4 Blog Support Docs Newsletter 4 Blog 5) Select Best Option & Purchase (Adopt) Latest News Tutorials Newsletter 5 Blog Latest News Tutorials Newsletter 5 Blog Latest News Tutorials Newsletter 5 Blog 6) Explore Up- sells/Cross-sells (Advocate) Newsletter 6 Community (social) Blog Newsletter 6 Community (social) Blog Newsletter 6 Community (social) Blog Match content to lifecycle
  • 33. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 34. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 35. How much time should you spend? 32% 24% 21% 10% 13% Almost 70% of companies spend at least one hour per week on social media.
  • 36. How to maximise the time you spend? Does it need DEPT. input? 2a Respond to alert 3 No Post alert 1 Relevant CLIENT conversations: Yes Receive response guidance from DEPT. contact. 2b
  • 37. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 38. 1: Objectives What goals does the business want to achieve? 2: Channels How do they support and interact with each other? 3: Resource Team strengths? Engagement approach? Training/Outsourcing? 4: Content What does the audience want? PDF? Video? Blog? 5: Time How to engage? When, frequency? Triggers? 6: Measuring Campaign KPIs? Aligned to objectives? Building a social media strategy
  • 40. • Mentions per time period • Share of Conversation • Increase in suspects Brand Awareness • Lead volume • Cost per lead • Lead value Lead Generation • Comments • Churn reduction • External mention ratio Community Building Strategy: Measuring
  • 41. • Mentions per time period • Share of Conversation • Increase in suspects Brand Awareness • Lead volume • Cost per lead • Lead value Lead Generation • Comments • Churn reduction • External mention ratio Community Building Strategy: Measuring Your programme may fail unless you ensure your staff have access to monthly internal metrics for their: 1. Reach 2. Engagement 3. Lead generation
  • 42. 1. Align your social goals to your business objectives 2. Listen to and decide the social channels you should engage on 3. Champion and train internal resource, or outsource to agencies/partners 4. Define “client primed” content and create (align to lifecycle) 5. Set your weekly time based on where, what and when they’re talking 6. Select core metrics that directly align to the business objectives Summary
  • 43. Thank you. If you have any further questions or feel we could help please contact david.wood@3seven9.com or find us at www.3seven9.com

Notes de l'éditeur

  1. http://www.sagefrog.com/pdf/2012_B2B_Marketing_Mix_Survey_Results.pdfHealthcare & Life Sciences, Professional & Business Services and Technology
  2. CX Failure = The Social Stick Social networking can dramatically exacerbate the impact of a customer service failure:Gives dissatisfied customers a means to publicly vent their frustrations Spread negative impressions Reduce trust, loyalty, and sales Provides a bandwagon to join for people who normally remain silent or just leaveCX Success = The Social Carrot By effectively engaging with customers through social networking, organizations can: Foster loyalty Gain customer insights and motivations Understand customers interaction Improve customer service Raise quality assurance Guide product roadmaps Support marketing activities Build brand equity
  3. Research firm SiriusDecisions says that during the last five years, the average sales cycle has become 22% longer, typically with three more decision makers participating in the buying processA study conducted by the Bridge Group found it takes an average of seven touches to convert a “suspect” to a “prospect.” In some complex industries with enterprise-level customers and CXO buyers, it often takes between nine and 11 touches before a deal closesAccording to benchmark research from SiriusDecisions, 80% of the prospects deemed “bad leads” by sales teams do go on to buy within 24 monthsThe 2011 Aberdeen Group report "Lead Nurturing: The Secret to Successful Lead Generation" found Best-in-Class organizations see double the bid/win ratio on nurtured leads, compared to peer organizations. The report also found Best-in-Class organizations see nurtured leads deliver 47% higher average order values than non-nurtured leads. This may be attributable to the stronger relationships resulting from nurturing. According to research from Knowledge Storm/Marketing Sherpa, 85% of tech buyers said they need to encounter at least three pieces of content before engaging with a solution provider. Prospective don’t want to be approached by advertising or sales people anymore, instead prefer to decide on their own when and how they obtain their information - which they get from Internet sources in the first step. In the next steps of the procurement cycle, they deepen this knowledge and contact possible solutions provider – but only when they have collected enough information for their first evaluation.Companies that can’t be found in this Internet-based search and procurement process, or do not have the right information at the right time, or don’t have it freely available at the right place, do not put themselves on the short list for any request for quotation.Content plays a dual role here: it make a provider findable via selected keywords and at the same time demonstrates the company’s expertise in finding solutions.Huge flood of information and media pluralism are demanding higher quality content for IT and high-techThe distribution of content has been never so easy and inexpensive, but consequently here is more communication than ever before. If you want to remain visible in the flood of information that sweeps multimedia-based into the offices of the decision-makers, you have to go with the flow first and then fight to stand out of the floating mass. It means serving the relevant channels, in all their diversity, with content that stands out for its quality and efficiency. Just being part of it is not enough anymore, if everybody is already on board.
  4. 160 marketers interviewedhttp://www.sagefrog.com/pdf/2012_B2B_Marketing_Mix_Survey_Results.pdf
  5. 160 marketers interviewedhttp://www.sagefrog.com/pdf/2012_B2B_Marketing_Mix_Survey_Results.pdf