Original post date May 2010, the post was recognized as one of the best post on Social Media for 2010. As with most new technologies, social media is starting to “settle in” and common applications of the platforms are becoming known.   In many large B2B organizations, that means social media is finding a home in the marketing communications group, often landing in PR.
In most B2B organizations corporate marketing’s role is related to driving “top-of-the-funnel” activities. It’s at the very bottom of what I’ll refer to as the “upside down” funnel. To find such an opportunity you have to think about a funnel that starts with once a prospect becomes a customer.
If a company enables those customer advocates with social media it gives them a platform to spread the good word. As we all know, word of mouth is the most effective marketing there is, enabling it with technology creates scale, and the ability to track it. To do this successfully, companies have to first identify this opportunity within their organization;  second, they have to change their current way of thinking about social media beyond its present use in marcomm and PR. Companies have to be able to collect this information across channels to create a complete profile of a customer.  If this can be achieved, an organization will have everything it needs to begin enabling, influencing and studying customer advocates. Finally, watch out for the “silo” effect.  Typically, at least three different organizations will be interacting with the customer as the relationship develops. Great wealth in business can also be easily achieved when focusing on the corporate B2B markets. The stark difference between B2B (Business to Business) and B2C (Business to Consumer) are NUMBERS and VOLUME.
I organised an intensive 2 Day Corporate Sales and Marketing Workshop in July 2010 to help business owners learn more on how they can skyrocket their business potential within this arena. Our inhouse corporate sales trainer, Mr Reza Kalamadine was there to train workshop delegates on how they can sell effectively to companies with billion dollars turnover.
Eduardo Conrado, SVP and CMO of Motorola Solutions, will delve into how purpose should serve as a core of today’s marketing strategies during BMA-Kansas City’s upcoming luncheon on May 10. This excerpt from an infographic created by YourCause shows the impact of corporate social responsibility on an organization.

BMA-Kansas City’s event is a great opportunity to not only network with other business marketing professionals, but also hear from a great marketer first-hand on how corporate social responsibility and purpose are impacting and can impact business. There’s no doubt you’ll leave the luncheon inspired and filled with ideas that you can apply to your own marketing strategies, so be sure to register for the event today. 80% of B2B marketing and sales professionals feel that their demand generation campaigns are ineffective, according to Corporate Visions, who published this finding in their Q2 2012 Marketing and Sales Messaging report. B2B content strategy is a real pain point for most marketers. Most feel that their content isn’t engaging and provocative because it focuses solely on their own company’s products and services, rather than focusing on their customers’ pain points. The takeway for B2B marketers is that we need to think more like consumer marketers, focusing on connecting with people and sharing a vision and an idea — something that our market cares about, to build a passionate following. Research has shown that branding in B2B affects the same part of the brain as consumer branding.
To get ideas, check out Simon Sinek’s discussion about the “golden circle” – a concept that explains why some organizations are able to inspire … and some aren’t.
To shift your content from uninspring to provocative and engaging, focus on what you care about, instead of what you have. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. Companies should be actively pursuing strategies and tactics to retain, expand, grow and then leverage customer accounts to win business. Many business owners who are very much involved in consumer markets may find approaching the corporate marketplace daunting. I believe that when it is done properly business owners can reap incredible benefits and growth especially when they sync their business operations with effective corporate B2B internet marketing and social media strategies!! Regardless of the business or industry, marketers and senior leadership alike must internally define (and continually redefine and fine tune) the organization’s purpose, creating the framework that will drive the pursuit of external objectives. Research shows that when companies focus on CSR, the business performance is positively impacted. Conrado has been named one of BtoB Magazine’s Best Marketers for four consecutive years and leads a global team that’s fueled the company’s move toward online and digital marketing, as well as sales enablement and thought leadership.

B2B marketing isn’t as sexy as B2C marketing, where the focus is on connecting with human emotions, instead of touting features and benefits. Buying decisions for B2B products and services are emotionally driven, not purely based on economic analysis.
We talk about what we have and how we’re different, and then expect some sort of behavior change, such as a purchase.
When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. The Corporate B2B marketplace gives you greater potential, flexibility and less effort to reach your business financial goals. And while the four P’s of marketing might once have served a purpose, smart companies know that adding people into the mix, or purpose, is an integral component of success. Motorola Solutions subsequently launched an internal and external rebranding campaign, focusing on purpose: “to help people be their best in the moments that matter,” according to BMA-Kansas City. This approach goes beyond simply running marketing campaigns and selling more stuff to more people. Employees are happier and more productive, customers are happier and more satisfied, it’s easier to attract and retain great talent and it all pays off when it comes to the bottom line.
It’s human nature – we go with our feelings and then look for the data to support the decision that makes us feel best. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. Instead, in order to keep and attract clients as well as to attract and retain talent, organizations must strive to create a purpose-driven, socially responsible culture.

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