Valeria Maltoni, Conversation Agent

1. valeria maltoni | dir of strategy | powered, inc. | Conversa8on Agent | @Conversa8onAge
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2. what is marke*ng?
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4. h<p://www.flickr.com/photos/alachia/4916667666/

5. stay one step ahead and learn what value
customers want from you – and where
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6. “Callaway put his Cingular complaint to music and posted it on YouTube (leR)
Comcast customer Salup has decided blogs are the best bet for geUng ac8on
(middle) Dee started firing off e‐mails to US Airways brass while wai8ng for hours on
a runway.” – Business Week, Consumer Vigilantes [Feb 21, 2008]
h<p://www.businessweek.com/magazine/content/08_09/b4073038437662.htm

7. give you the ability to get personal with
customers across all interac0ons
h<p://www.flickr.com/photos/eyermonkey/2842941601/

8. © 2010 Valeria Maltoni, Conversa8on Agent

10. stay one step ahead by learning what to
listen for in each form of communica8on
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12. to give you a way to learn how to integrate
not just your tac8cs, but also your teams
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13. customer
© 2010 Valeria Maltoni, Conversa8on Agent

14. because you can be honest and s8ll
turn a profit
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15. increased leads 6x 73 blogs

17. par0cipa0on as more than business drivers
running together
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18. 21,000 members

20. because it’s not about luck, it’s about
collabora0on
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23. the product is marke8ng
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25. © 2010 Valeria Maltoni, Conversa8on Agent

26. be playful
h<p://www.flickr.com/photos/selva/7662520/

28. you cannot think of customers as
faceless targets anymore
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29. how do you turn this on?
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30. do something worth
talking about

31. social media
that isn’t social
is just media

32. social media is a
commitment
provide value
start the conversa8on
facilitate discussion
foster trust

33. share
your blog
exper8se
tap
customers wiki
knowledge
connect social
customers network
a<ract
prospects podcast

34. valeria maltoni | dir of strategy | powered, inc. | Conversa8on Agent | @Conversa8onAge

35. why social media
makes sense for b2b

36. b2b decision makers par0cipate in social media
technology decision makers
do you par8cipate in one of the following social media channels?
video 90%
blogs 80%
wikis 80% yes
social networks 69%
podcasts 53%
Source: KnowledgeStorm / Universal McCann Emerging Media Series (July‐Nov 2006)

37. social media influence b2b purchase decisions
technology decision makers
among those who par8cipate in social media – does the content
they access influence their business‐related purchase decisions?
video 57.3%
blogs 53.6%
yes
wikis 52.2%
podcasts 26.5%
Source: KnowledgeStorm / Universal McCann Emerging Media Series (July‐Nov 2006)

38. US b2b online/offline marke8ng budget alloca8on
by objec8ve (% of total)
Online only Online and Offline
34%
Customer Reten8on
28%
38%
Lead Genera8on
34%
28%
Awareness
38%
Source: AMR Interna0onal, Online B2B Marke0ng in the United States: Assessment and Forecast to 2013 (Fall 2009)

39. b2b marketers turned to digital tac0cs in 2009
marketers
how will your 2009 spending on the following marke8ng tac8cs
differ from your 2008 spending?
company Web site 52%
‐12%
search marke8ng 49%
‐16%
video, podcasts, etc. 46%
‐14%
Webinars 45%
‐14%
email 42%
‐12%
forums or communi8es 34%
‐12%
inside sales 31%
‐17%
other Web 2.0 media 29%
‐14%
execu8ve events ‐28% 29%
PR 27%
‐18%
Source: Forrester Q3 2009 Marke0ng Budgets and Marke0ng Tac0cs Online Survey with Marke0ngProfs