5 Ways To Leverage Social CRM To Drive Community Interaction and Member Engagement

Social media certainly provides powerful opportunities to send member engagement soaring, thanks to the natural connections that arise from posting, sharing, linking and “liking.” But in order to best take advantage of these new ways to develop a two-way dialogue with members and boost their loyalty to the organization, you’ll need to develop a strong, clear strategy.

According to analyst firm Gartner, the worldwide social customer relationship management (CRM) market is forecast to reach over $1 billion in revenue by the end of 2012, up from approximately $625 million in 2010. But Social CRM is not just about technology. At its heart, it is a philosophy supported by the right technology and tactics.

On Wed. May 30, at 2 p.m., DemandGen Report will host a webinar in conjunction with Avectra to highlight key trends in CRM, new tactics for building two-way relationships and tips for driving member engagement.

Nimble Helps Marketing Organizations Turn Social Media Communities Into Customers

a social business and CRM platform, is now available in the Google Chrome Web Store. The solution is designed to help organizations build relationships with prospects and customers via social media, as well as track and manage sales opportunities.

Using the Nimble platform, organizations can manage all social network accounts, including Twitter, Facebook, LinkedIn or Google+,  in a central location. Marketers also can stay up-to-date on the most popular discussions and networks, engage with customers and prospects, and communicate effectively by identifying and tracking relevant topics.

DemandGen Report To Host B2B Content2Conversion Event This April In New York City

C2C_twitter_logoProgressive B2B organizations have realized that the traditional approach to marketing products and services requires a ramp-up in value-add and buyer insight.

As content marketing becomes an increasingly critical tool for B2B companies, DemandGen Report (DGR) has announced the launch and preliminary agenda for the first annual Content2Conversion Conference, to be held Tuesday, April 24th at the Times Center in Manhattan.

Conference sessions will cater to a growing need for progressive marketing — centered on using thought leadership as a connecting point for solution providers to effectively engage with prospective buyers.

3 Key Tactics To Maximize Your B2B Social Media Campaigns

PeterGhalismallBy Peter Ghali, Senior Product Manager, iContact

With 800 million people using Facebook and hundreds of millions logging on to LinkedIn and Twitter, marketers are increasingly looking to reach their customers and prospects through these social media platforms.

But social media marketing isn’t without its challenges. According to a recent survey by iContact, a provider of social media and email marketing solutions, many businesses don’t have time for social media and can’t measure its impact.

Pardot Research Shows Gap Between BtoB Social Media Usage & Measurement Of Impact

BtoB marketers are spending millions of dollars annually on social marketing programs, though nearly 30% are not tracking the impact of social media programs on lead generation and sales, according to a survey conducted by Pardot.  

The survey, which included input from dozens of companies, aimed to shed light on the developing role of social media in marketing.  Survey questions focused on social marketing etiquette, the influence of social media on lead and sales, the most useful social media tools and the cost to operate social marketing programs.  

The survey found that social media use among BtoB marketers is on the rise —95% of respondents indicated they use Facebook, Twitter, LinkedIn, YouTube or corporate blogs to reach prospects.  Yet despite the increased use of these services, only 70% are monitoring the return on spend for these programs.  And among those who do, about 42% of marketers replied that zero or an uncertain number of sales leads resulted from social media programs.  

5 Tips to Reinvigorate Your Lead Generation Efforts

James_RogersBy James Rogers, VP of Marketing, Hoover’s

Uncovering new leads to add to the pipeline isn’t easy. Strategies that were once successful may no longer generate positive outcomes, signifying the need for a change in your approach. There are many tactics to help drum up qualified leads, but it’s important to remember that there is no “one-size-fits-all” model for success. If your marketing and/or sales teams are struggling to generate qualified leads, consider the following five tips to refresh your lead generation efforts: 

Constant Contact Adds Social CRM Capabilities With Acquisition of Bantam Live

Constant Contact, Inc. announced the acquisition of Bantam Live, a contact management and social CRM provider owned and operated by privately held Bantam Networks, LLC. Under the terms of the deal, which closed on February 15, 2011, Constant Contact acquired substantially all of the assets and assumed certain liabilities of Bantam Networks for a cash purchase price of $15 million, subject to certain post-closing adjustments.

New York-based Bantam Live will provide Constant Contact a social CRM platform built on a Ruby on Rails® platform. Bantam Live's social CRM technology is focused on offering a unified repository of data across all channels, including clicks, email opens, survey responses, event participation and social media interactions. It will play a crucial role in how data is captured, reported and analyzed for Constant Contact's more than 400,000 small business customers, helping them better track, measure and increase customer engagement, according to a company release.

Selling in the Age of Social Media


There is a new kind of buyer, Customer 2.0, develops opinions of brands without ever viewing a single advertisement or listening to a sales pitch. Customer 2.0 can learn anything he/she wants to know about our products or services through social media." Learn more about this new breed of buyer. Download and register for "Selling in the Age of Social Media".

Don’t Confuse Motion with Commotion

pastedGraphicBy Richard Cunningham, VP Marketing, RightOn Interactive

Focus your resources to move the ‘right’ business relationships forward

You’re Tweeting; you’re active on Facebook; you’re running PPC campaigns
.  You’re out there in the marketplace creating interest through a variety of channels and it’s generating a lot of response.

DemandGen Report Glossary


Demand Generation - Focused on targeted marketing programs, demand generation drive awareness and interest in a company's products and/or services. Predominant in BtoB marketing, demand generation marries marketing programs and structures sales processes.

There are multiple components of a stepped demand generation process that vary based on the size and complexity of a sale. These components include:

  • Building Awareness
  • Positioning Relevance
  • Supporting Validation
  • Mitigating Customer Evaluation


Lead Generation - To obtain information to expand business scope, lead generation starts by utilizing items like computer programs, databases, the Internet or a specialized service. The practice is focused on increasing sales revenues, looking for a job or for new clients, or conducting specialized research. Leads can consist of the names and addresses (or e-mail addresses) of individuals, corporations, institutions or agencies. Lists of leads can be gathered or filtered from targeted databases such as telephone and Internet directories. For a fee, lead generation vendors conduct research and provide clients with a list of leads.

Inbound Marketing - Traditionally, “inbound marketing” has referred to the process of preparing a product for the marketplace by identifying potential customers, matching product features to their needs, determining the best styling, packaging and pricing to attract them and comparing the product to similar offerings by competitors. Recently, the term “inbound marketing” has become popular to describe the process by which customers find suppliers rather than the other way around.

Outbound Marketing - Traditionally, “outbound marketing” has referred to the process of presenting the product to the marketplace by a variety of means such as advertising, trade shows, direct mail or email, telemarketing and promotions. An outbound marketing strategy refers to any technique that is proactive and takes one to the consumer, rather than being inactive, waiting for the consumer to come to them. The problem with too many marketing strategies is that they depend on visitors voluntarily coming back to a web site. Examples outbound marketing strategies include: reminder notices, profiled information streams, e-newsletters, discussion list participation and online conferences.

Content Marketing - The underlying philosophy driving techniques like custom media, custom publishing, database marketing, brand marketing, branded entertainment and branded content. Content marketing is the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques. Content marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows,

Drip Marketing A direct marketing strategy that involves sending out several promotional pieces over a period of time to a subset of sales leads. It was developed in response to the "Law of 29" in which many marketers believe that an average "prospect" will not turn into a client until they've viewed their marketing message at least 29 times. The method of drip marketing is designed to help avoid the sell-produce curve. An effective way to use drip marketing is to consistently do something each month to keep your name in front of your current clients and prospective clients.

Lead Nurturing - The process of building a relationship by conducting an informative dialogue that helps qualified prospects who are not yet sales-ready, regardless of budget, authority, or timing — and of ensuring a clean hand-off to sales at the right time. Marketers strive for winnable opportunities in their pipeline. They care more about quality (defined as likely to drive revenue this or next quarter) than quantity. The implication is that leads should live in marketing, and that marketing should nurture leads until they are ready to become opportunities.

Social Media - Media based on conversation and interaction between people online, where media means digital words, sounds and pictures, which are typically shared via the Internet. Social media has been modernized to reach consumers through the Internet. Brands utilize social media to reach customers and to build or maintain reputation. As social media continues to grow, the ability to reach more consumers globally has also increased. Social media has become a new toolset for effective business marketing and sales.

Marketing Automation - Software platforms designed for marketing departments and organizations to simplify processes by automating repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error.

Software as a service (SaaS) - is deployed over the Internet and/or is deployed to run behind a firewall in your local area network or personal computer. With SaaS, a provider licenses an application to customers as a service on demand, through a subscription or a “pay-as-you-go” model. Saas is also called “software on demand.” SaaS was initially widely deployed for sales force automation and Customer Relationship Management (CRM).

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