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Fishing Where Your Buyers Swim
Trish BertuzziThe Bridge Group, Inc.http://blog.bridgegroupinc.com
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The Problem: It’s a Big Pond
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Possible Approach #1
Ignore Social Networking Channels
Source: www.forrester.com/Groundswell/profile_tool.html
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No Corporate Strategy–Individual Rep Trial & Error
Possible Approach #2
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Just Dive In–Cannonball !!
Possible Approach #3
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Aim Before You Fire–Who is my target?
–Where are there?
–What do they care about?
Possible Approach #4
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Get real about your buyers
Step 1: Know Thy Buyer Personas
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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
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• 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
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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
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What does Jennifer think about– demand generation, inbound marketing,
SEO, CRM, sales enablement, social media, lead nurturing
Step 3: Find the Conversation
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Jennifer’s Groups on
MarketingProfs
Inside Sales Experts
eMarketing Association Network
Online Lead Generation
Innovative Marketing, PR, Sales…
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Build relevant Jennifer’s
Find your real Jennifer’s online
Join the conversation
What I’m Asking You To Do?
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Thank You!
Trish BertuzziPresidentTwitter: @bridgegroupinc
Learn more about The Bridge Group:http://www.bridgegroupinc.comhttp://blog.bridgegroupinc.com