Last week I presented at the B2B Summit in London where over 400 marketers from all kinds of industries came together to share experiences and learn from each other. My presentation focused on building a social business from the inside out., the steps to follow and some of the challenges that might come along the way.
It's fairly well-known that two thirds of the buying cycle is complete before a vendor is contacted and for every piece of content a vendor supplies to a B2B buyer, the buyer will find three other pieces themselves online. That coupled with the fact that content shared via employees can drive up to 8 x more engagement than content shared by a brand and trust in a regular employee now outweighs the trust buyers have in the company CEO...it's no surprise that organisations are taking this shift to a social business model seriously.
Social media marketing has moved on. I would question whether the 'marketing' department will even exist in a couple of years time. Perhaps we'll become the 'Engagement Department' focused on creating relevant content and engaging audiences in conversations. The linear lead funnel will disappear - it's about personalised engagement on a massive scale and guess what? The back office marketing department cannot do this alone. They don't have the bandwidth, expertise nor the experience to engage with prospective buyers wanting immediate answers.
The answer? A Social Business approach.
Here are my 7 steps to building a
house...I mean a Social Business!