This week Salesforce announced the launch of Social.com – a social advertising solution that brings the power of Radian6 (R6) and Buddy Media (BM) together
(via How to Optimize Your Business Blog [Checklist] | Unbounce)
- the signs are everywhere that the CMO’s position is increasing in importance
- in 2006 the average CMO tenure was just 23.2 months, whereas by 2012 CMOs generally have tenure of 43 months.
- LinkedIn remains the top social media site for business executives (directors and above), according to a recent survey conducted by DHR International and Modern Survey. While LinkedIn holds on to this top billing, executives indicated that Twitter (27%) and Facebook (44%) were sites that they use often.
- Despite the increased awareness and “noise” about Twitter and blogs, very few executives consider them to be their preferred social media vehicle.
- The executives also indicated that they would use social media more if:
- If it were helpful to their business—90%
- If they were actively looking for a new career opportunity—86%
- If the items learned were consistently high value—85%
- If they thought it was a better use of their time 80%
- If they better understood the benefits ~60%
- If they had a better experience with the tools ~50%
Great article. Here is my summary:
5 specific ways salespeople can use LinkedIn
How they should not use LinkedIn in sales:
A survey by content curation software provider Curata found that engagement was the most frequently cited objective of content marketing among US B2B marketers.
- Branding isn’t as important in B2B as it is in B2C
- Last-click measurement provides an accurate picture of where your marketing dollars are working
- Getting in front of the right company makes for successful B2B marketing
- All B2B targeting is all created equally
- Display advertising doesn’t drive leads
- Business marketers need to stick to delivering a message to businesspeople within a business environment
- Businesspeople always want personalized marketing
When successful, it engages buyers in an exchange of ideas that delivers value to both sides — buyers and sellers — while positioning your firm as a trusted source of great information. And the market, not your marketing department, tells you when your stuff reaches true thought leading status.
- “The era of the CMO is now here,”
- more software sales are being driven by marketing and IT spending is no longer restricted to IT departments of a company
- most marketers are under intense pressure to show tangible returns on the money they spend.
- nearly two-thirds of CMOs expect return on marketing investment to be the primary measure of their effectiveness by 2015
- 57% of the buying process is complete before a B2B buyer ever contacts a salesperson
- The smartest companies dedicate a greater portion of their marketing budgets to improving their fundamental understanding of effectiveness, interactivity, and causality across marketing programs.
