Fishing Where Your Buyers Swim

w w w . b r I d g e g r o u p I n c . c o m

Fishing Where Your Buyers Swim

Trish BertuzziThe Bridge Group, Inc.http://blog.bridgegroupinc.com

w w w . b r I d g e g r o u p I n c . c o m

The Problem: It’s a Big Pond

w w w . b r I d g e g r o u p I n c . c o m

Possible Approach #1

Ignore Social Networking Channels

Source: www.forrester.com/Groundswell/profile_tool.html

w w w . b r I d g e g r o u p I n c . c o m

No Corporate Strategy–Individual Rep Trial & Error

Possible Approach #2

w w w . b r I d g e g r o u p I n c . c o m

Just Dive In–Cannonball !!

Possible Approach #3

w w w . b r I d g e g r o u p I n c . c o m

Aim Before You Fire–Who is my target?

–Where are there?

–What do they care about?

Possible Approach #4

w w w . b r I d g e g r o u p I n c . c o m

Get real about your buyers

Step 1: Know Thy Buyer Personas

w w w . b r I d g e g r o u p I n c . c o m

JenniferOccupation: Dir. MarketingIndustry: $10M - Technology; SoftwareReports to: VP MarketingYears experience: 10+

A Win In My Eyes• Simplify execution/measurement of campaigns• Demonstrating ROI of my campaigns• Integration with existing marketing systems

My Vendors Need To• Be stable• Have customer references like me

My Frustrations• Not enough hours in the day• Mis-alignment with Sales (lead follow up, use of

tools/materials, anecdotal feedback, etc.)• Manual processes / blind spots in tracking ROI

What’s My Role

Plan, create & execute tactics, activities and content to convey key product offerings to target markets

How Am I Measured• Demand generation

• Reputation management

w w w . b r I d g e g r o u p I n c . c o m

• Identify 10 / 20 / 30– Note: “Gerhard Gschwandtner” easier to find

than “Tom Robbins”

• Go find them–

– View Profiles (Pay Attention to Groups)

–

Step 2: Go Find the Jennifer’s

w w w . b r I d g e g r o u p I n c . c o m

LinkedIn Groups

Jennifer 92% 80% 70% 15%

Scott (comparison 1)

50% 25% 20% 0%

Tom(comparison 2)

30% 5% 10% 0%

Jennifer’s Social Networking Usage

w w w . b r I d g e g r o u p I n c . c o m

What does Jennifer think about– demand generation, inbound marketing,

SEO, CRM, sales enablement, social media, lead nurturing

Step 3: Find the Conversation

w w w . b r I d g e g r o u p I n c . c o m

Jennifer’s Groups on

MarketingProfs

Inside Sales Experts

eMarketing Association Network

Online Lead Generation

Innovative Marketing, PR, Sales…

w w w . b r I d g e g r o u p I n c . c o m

Build relevant Jennifer’s

Find your real Jennifer’s online

Join the conversation

What I’m Asking You To Do?

w w w . b r I d g e g r o u p I n c . c o m

Thank You!

Trish BertuzziPresidentTwitter: @bridgegroupinc

Learn more about The Bridge Group:http://www.bridgegroupinc.comhttp://blog.bridgegroupinc.com