Marketing Focus

Defining an optimal B2B social strategy and proving its success

Michael Wrigley — Tue, 28 Sep 2010 19:14:20 GMT

In advance of next week's webinar on Social Media, I was wondering if any of Baptie audience would like to share their insights and experience in this area. I'm looking to understand what tactics and platforms are working for you. And more importantly, how you measure and prove the success of these activities?

Also, if there are any areas you would like covered in the presentation, please let me know and Jeannette and I will try to incorporate it into agenda.

The webinar is on Tuesday 5th September at 4.00pm BST. If you have not registered yet, please register at the following URL: https://www1.gotomeeting.com/register/262525097

The role of the Brand ?

Adrian Jones — Thu, 23 Sep 2010 14:08:02 GMT

Ok, so when we boom, the "brand" and top line promotion is the Qtr focus , when the bust comes, we focus on sales...

so branding is dead ?..and Product marketing is king

How do you convince CEO's that a balance is required ??

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On Demand Business

What the story on your Qtr...

Hugo Sangford — Thu, 23 Sep 2010 13:57:58 GMT

OK, so we at the start of March and my qtr has been ok(ish)...and I mean a big (ish), what the hell happened ?

Are you guys seeing the real upturn that was forecast ?. I think we are due some decent sales over the traditionally quiet summer months, maybe the first sign of a shift

Whats your been like ??, my budget is tighter then ever, pressure on sales is higher and delivery ROI is all I keep hearing from my "Partners" in the business... I use the term loosely.. LOL

Connecting Sales and Marketing: Lead Management

suzyworbey — Thu, 23 Sep 2010 13:25:43 GMT

1) Lead Nuturing

White Paper on The Business Case of Integrated Demand Generation including lead nurturing and scoring
Coordinating Marketing and Sales Across the Entire Revenue Cycle
White Paper to aligning Sales and Marketing by implementing lead scoring
Ten Tips for Best Practice Lead Management
2) Lead Handover to Sales

Powerpoint of our definition of a qualified lead, main role of lead generation team and handover to Sales

3) Lead Feedback

Lead Process through SFA to get feed back on leads from Sales

Best regards,

Sue

Attachments
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WhitePaperBusinessCaseforIntegratedDG.pdf (353KB - 17 downloads)
CoordinatingMarketingSales.pdf (109KB - 6 downloads)
LeadScoringMarketto.pdf (585KB - 4 downloads)
ten-tips-for-best-practice-lead-management.pdf (277KB - 8 downloads)
LeadGenProcess.ppt (214KB - 7 downloads)
Leadfeedback.pdf (163KB - 6 downloads)

Agenda February 2009

LouiseBoyle — Thu, 23 Sep 2010 13:19:40 GMT

Hello,

Please find attached today's agenda, and the log-in details below:

Date: Wednesday 11 February 2009
Time: 8.30 PST, 11.30 EST, 16.30 GMT, 17.30 CET
Link: https://www1.gotomeeting.com/join/733076256
Phone
Belgium +32 (0) 27 106 490
France +33 (0) 15 569 8446
Germany +49 (0) 69 50 070 648
Netherlands +31 (0) 20 201 3833
United States +1 617 213 8010
United Kingdom +44 207 365 9193
Passcode: 22266669#

Kind regards,

Louise

Attachments
----------------
MF WG Feb_09.ppt (152KB - 3 downloads)

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Louise Boyle
Working Groups Executive
lboyle@baptie.com
+44 (0)207 250 0100
0800 634 8031 (DE)
0800 919 813 (FR)

Connecting Sales and Marketing: Key Metrics

Angela Denton-Thompson — Thu, 23 Sep 2010 13:16:16 GMT

Discussion area for this sub-group topic.

Attachments
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Its called Lead Generation Not Purchase Order Generati on _[1]..pdf (55KB - 2 downloads)
The Five Keys Guide.pdf (518KB - 6 downloads)

Better or more differentiated?

Estelle Johannes — Thu, 23 Sep 2010 10:56:50 GMT

Patrick Barwise suggests that customers want better, not more differentiated products. What are your experiences? Do you agree? You can discuss the issues raised in his webinar here.

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James Smart
Content Producer
Baptie Online
jsmart@baptie.com

Webinar - Building and Differentiating Brands

Estelle Johannes — Thu, 23 Sep 2010 10:46:20 GMT

Using various brand names to differentiate your product offering is common practice in the market but being able to execute a successful marketing campaign to ensure positioning is another challenge.

Members of Baptie Online can use this area to discuss issues, challenges and problems involved around product differentiation. If you have a question that you want to hear how your peers are addressing the situation, post a question now.

It only takes a few minutes and you'll get input from other members to solve your problem.

If you missed Sandy Carter's webinar on how IBM Built its Brand, WebSphere, here it is.
https://www.baptie.com/documents/show.asp?d=262&xyzzy=3

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Lisa Barnett
Community Manager, Baptie Online
ejohannes@baptie.com

Are you using Twitter as part of your marketing mix?

Estelle Johannes — Wed, 15 Sep 2010 12:39:17 GMT

Having listened to Sandy Carter's webinar on Marketing 2.0, I was inspired by the fact that she has over 4,000 followers on Twitter - me included.

So I wondered whether you are also using Twitter and other social networking sites and what ROI you are seeing? How does social networking fit in your B2B strategy?

Check out Sandy's presentation and recorded webinar - it was really interesting and thought-provoking - so much so that I keep on quoting from it in the office

MRM.. or PRM..or CRM.. or..

Adrian Jones — Wed, 23 Jun 2010 09:04:05 GMT

What is the future for MRM. Marketing Resource managment seems to have "painted itself into a corner", its either not defined as to what is does or competes with everyone elses area.. PRM, print production, CRM.. etc etc , what is MRM ?, should we have it and what will be the standards in the next 12 months ?

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On Demand Business

Posted 2005-10-03 1:31 AM (#88)

Viral Marketing

Estelle Johannes — Thu, 23 Sep 2010 09:32:42 GMT

Use this forum to discuss what is viral marketing, who's using it, how are companies using it, how can you build a viral campaign and how do you leverage it for maxium effect?
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Estella Johannes

Community Manager, Baptie Online
ejohannes@baptie.com

Bridging the Gap between sales and marketing

Estelle Johannes — Thu, 23 Sep 2010 09:18:30 GMT

How do you get sales and marketing working together on meaningful closed loop lead generation, qualification and follow-up programs; how to balance the emphasis on strategic marketing versus sales support; annd how marketing and sales groups can be compensated to insure mutual focus on revenue generation or program results to which they both contribute.

These are just some of the issues you can discuss in this forum to produce a more seamless sales and marketing effort that addresses customer needs.
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Estelle Johannes
Community Manager, Baptie Online
ejohannes@baptie.com

Building strategies from the customer to the top floor

JeffreyVaron — Thu, 23 Sep 2010 09:13:21 GMT

I have been looking for companies that specifically build strategies from the customer to the shop floor. Additionally, I am wondering if there are any software companies that have built tools/etc that can do this modeling quicker than consulting teams?

Segmentation

Estelle Johannes — Wed, 23 Jun 2010 09:14:40 GMT

Segmentation Marketing:

"By selecting characteristics for segmentation, we identify targets groups that have -something in common-

That -something in common- enables us to write more focussed copy"

What are your comments on segementation marketing?

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Estelle Johannes
Conference Co-Ordinator
Baptie & Company
ejohannes@baptie.com
+44 (0) 20 7250 0100

Posted 2010-05-06 8:30 PM (#1248)

Online job posting at Tandberg

Marjorie Agin — Wed, 23 Jun 2010 09:13:25 GMT

Hello fellow Baptie members. I am posting for a new position and have found that the way to find the best people is through networks and word of mouth. Below is the job description. If anyone is interested or has questions, please contact me at marjorie.agin@tandberg.com. Margie Agin - Director of Online Marketing, TANDBERG.

Job Title: Online Business Application Manager
Location: Reston, VA, London, UK, or Olso, Norway
Contact Email: hr@tandberg.com

TANDBERG is a leading global provider of telepresence, high-definition videoconferencing and mobile video products and services with dual headquarters in New York and Norway. TANDBERG designs, develops and markets systems and software for video, voice and data. The company provides sales, support and value-added services in more than 90 countries worldwide. TANDBERG is publicly traded on the Oslo Stock Exchange under the ticker TAA.OL. Please visit www.tandberg.com for more information.

Job Summary
• The role is part of the online marketing team, reporting to the Director of Online Marketing, with a dotted line responsibility to the Global Channels Director.

• Responsible for the strategic planning, design, implementation, and ongoing development of TANDBERG's global content management system (CMS) and the websites and portals it supports.

• From a project management perspective, work with TANDBERG’s online and global channels team, internal IT department and external vendors to keep ongoing CMS development on track, within budget, and adhering to best practices for governance, scalability and usability.

• Work with multiple departments globally, including IT, marketing, services, operations, support, logistics, training, and channel sales to integrate business requirements of all stakeholders into CMS development.

Essential Duties & Key Responsibilities

• Facilitate requirements definition, define development plan priorities and phases, and identify timeline and key roles and responsibilities for CMS and partner portal, in collaboration with multiple business owners.

• Identify and secure implementation resources and appropriate vendors required for ongoing CMS development and integration of CMS with existing and new business applications

• Organize project team meetings, guide and report on progress of internal and 3rd party teams

• Build templates, train superusers and set best practices for monthly landing pages on TANDBERG’s partner portal with global channels content and promotions. Ensure global partners have personalized content pages for all portal users. Support global partners with portal usage and account management.

• Proactively make recommendations for improvements in functionality and design, based on analysis and reporting of usage and adoption of the CMS and its portals.

• Identify and accelerate areas of concern to business owners.

Knowledge (The knowledge level is used as an approximation of years only and does not rule out individuals with more or less experience/knowledge. )

~10 years

Skills & Abilities
• Strong project management skills, including cross-departmental and cross-cultural experience.
• Ability to rapidly understand business functions and the technology applications that support them.
• Knowledge and interest in web marketing techniques, such as search engine optimization, template-building, web analytics/reporting.
• Solid analytical and problem solving skills.
• Excellent communication skills.
• Strong relationship skills and the ability to work in a team environment.
• Flexible and ability to multi-task in a fast-paced environment.
• Training abilities.
• Vendor management
• Customer focused.
• Understanding of B2B ecommerce a plus.
• Marketing experience a plus.

Computer Abilities
• Experience with Web-based content management systems
• Experience with Project Management software
• Expert with Microsoft Office Suite

Education & Certifications (list any certifications, licenses, or accreditation required):

BA/BS degree in marketing, business or information technology
MS degree desired
Training with Content Management Systems as plus

Working Conditions Normal Office Environment

Physical Demands
(list any specific demands):

Physical Activities: N/A

Lifting Requirements: N/A

Vision Requirements: N/A

TANDBERG is an equal opportunity/affirmative action employer (M/F/V/D). We support diversity in our workforce. Please note those individuals submitting resumes online or by mailing a resume are not considered an applicant for employment until a signed employment application form is completed, usually at the time of interview

Posted 2009-03-06 3:23 AM (#1115)

Branding

Sam Bishopton — Wed, 23 Jun 2010 08:41:12 GMT

We've just acquired another company and I'm fighting a losing battle to retain their brand as it has great equity - has anyone succeeded in persuading the 'C' level you don't just ditch the brand of the company you're acquiring -

I'd appreciate any help, war stories etc.

Posted 2005-10-09 2:08 AM (#108)