laura messerschmitt

Webinar Recording: Secrets of B2B Social Media & Word of Mouth Marketing #B2BWOM

Below is the recording from our recent webinar on "Secrets of B2B Social Media & Word of Mouth Marketing" during which top marketers with a breadth of experience running B2B marketing shared social media success stories from brands like Intuit, Adobe, Microsoft, and CDW.

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Speakers:
Key Takeaways:
  • Only 5% of Chief Marketing Officers rate their companies' online marketing performance as excellent.
  • B2B marketers say their top challenges are generating more leads, reaching decision makers, and improving lead quality.
  • One of CDW's best marketers and salespeople is "Hard-core" CDW Advocate, Justin Dorfman.
  • 83% of online consumers say online reviews influence their purchases.
  • Intuit found that Advocates love to share new product information before the public launch (beyond just discount offers.)
  • Companies can double their conversions by putting Advocate-generated recommendations on product pages.
  • 80% of Intuit's sales are driven by Word of Mouth.
  • Brand Advocates are your secret B2B marketing weapon- 90% of buyers trust Word of Mouth vs 14% trust ads.
  • Advocacy best practices: 1) Don't pay your Advocates. 2) Make Advocate/Word of Mouth marketing part of ongoing marketing mix. 3) Scale and track advocacy programs.
  • How to identify Advocates: Ask them The Ultimate Question, "How likely are you to recommend our brand/product to your friends and colleagues?"
  • Build your brand army by identifying Advocates across touch points: Email, website, call center, product page, social media, packaging, etc.
  • Advocates recommend because they've had a great experience with your brand/product and they want to help others.

We also conducted a poll during the webinar and asked the audience, "How much of your business comes from Word of Mouth?" ANSWER: 48% say that 50% or more of their business comes from WOM. (See results below.)

Make sure to download our "Top 5 Myths of B2B Word of Mouth" whitepaper.

-Cara Fuggetta, Marketing Manager, Zuberance

Intuit: Advocate Recommendations are game-changing for us

Laura Messerschmitt, Senior Marketing Manager at Intuit, discusses how Intuit is leveraging the Zuberance Advocate Platform to systematically energize Intuit Advocates at scale.

Questions discussed:

  • What was Intuit's marketing problem? (Beginning)
  • How is Intuit identifying its Advocates? (:28)
  • How is Intuit energizing its Advocates? (1:15)
  • What are the benefits for Intuit? (1:49)
  • Why Zuberance? (2:24)
  • How is Zuberance different? (3:01)

Intuit identified Advocates through newsletters, in-product touch points, Facebook, Twitter, and their private community, the "Inner Circle." They mobilized them to write and publish reviews to Amazon (with an estimated revenue impact in the millions), and to share offers like their "Love a Local Business" campaign, a program that gives out $100K in small business grants.

The Results:

  • Intuit has identified 69% of their customer base as Intuit Advocates
  • 30% Intuit Advocates have recommended the company in the form of writing a review or sharing an offer.
  • On average, Intuit is getting approximately 2.3 in-bound clicks from prospects from Advocate shares. That’s a 231% Recommendation Click-Through Rate (CTR), which is hundreds of times higher than typical CTRs.

Click here to learn more about how to turn your customers into a powerful marketing force.

-Cara Fuggetta, Marketing Manager, Zuberance

Sponsor your audience to energize Word of Mouth

In an effort to juice conversations, Intuit gives grants to small businesses to get people talking about small business, explained Laura Messerschmitt of Intuit.

This is not a “pay-for-play” solution which is a major “no-no” when seeking out recommendations for Advocates. Intuit is just trying to show general support for a community, especially at the local level.

-David Spark, Social Media Journalist, Spark Media Solutions

Key Takeaways from #SVAMA Panel- The Next Step in Social: Beyond Listening & Engagement

Last night, Zuberance sponsored the event held by the Silicon Valley American Marketing Association's (SVAMA) on "The Next Step in Social: Beyond Listening & Engagement" at the Adobe headquarters in San Jose, CA. The highly engaged audience was there to gain insights from top marketers from Adobe, Intuit, Altimeter Group, and Zuberance on energizing Brand Advocates and measuring social media ROI. *Note- We will have the recorded version of the panel discussion available here on Zuber Rants next week. Stay tuned!

Here are some of the key takeaways from the discussion:

  • Globalization of business is not an excuse for lacking a good relationship with your customers.
  • The moment you start calling your customers "end users" respect goes out the door. They are PEOPLE.
  • "Thinking about buying an Advocacy army? Forget it. You can't buy love." -@christianarens
  • "Recommendations are the new advertising." - CMO of Visa
  • B2B users are the heaviest users of social media, so it pays to have a strong community to guide them to your brand.
  • Measuring social media ROI varies across businesses. Zuberance developed ROA (Return on Advocacy) to measure the value of a recommendation.
  • "Would you really stay away from social media even if there was no ROI? No, of course not." - @robfuggetta
  • 9 out of 10 people are listening but not posting on branded social channels. Deal with negative comments publicly and show your community that you're listening. Some of the best campaigns come from taking negative responses and fixing it, which can turn detractors into Advocates.
  • Intuit invites their Advocates into the "Intuit Inner Circle" where they are given access to exclusive events and information.
  • The voice of customer helps fuel innovation. Adobe uses their Facebook fan page as a forum to engage with users, gain insight, and bring that info back to product development.
  • "Social media is bringing people into the company. It's not about getting through gate keepers anymore." - @mariapoveromo
  • The key to energizing Word of Mouth? Simply give Advocates the tools to recommend in ways that are easy, convenient, are distributable across channels.

Thank you to the panelists and everyone who came out!

-Cara Fuggetta, Marketing Manager, Zuberance

6/2 SVAMA Panel: The Next Step in Social: Beyond Listening & Engagement

Date: June 2, 2011Time: 5:30 - 8:30pm Location: Adobe - East Tower - Park Room, 345 Park Avenue, San Jose , CA 95110 Twitter hashtag: #SVAMA Register Now

Join the Silicon Valley AMA, Adobe, Intuit, Altimeter Group and Zuberance on the evening of June 2nd for an interactive panel event discussion on “The Next Step in Social: Beyond Listening & Engagement.”

With few notable exceptions, like Dell Computer generating millions of sales via Twitter, companies have yet to figure out how to generate leads and sales from social media. Sure you might have a Facebook fan page or a Twitter handle, but has it yielded positive ROI?

In this panel discussion, attendees will learn:

  • How to identify and energize your best customers (AKA your brand’s Advocates)
  • How leading brands are leveraging Word of Mouth and social media to drive leads, increase conversions and sales
  • How to measure social media marketing ROI

Panelists include:

Join the discussion on Twitter at #SVAMA

Register Now

Hope to see you there!

-Cara Fuggetta, Marketing Manager, Zuberance