If you’re looking for some inspiration, check out this collection of resolutions from industry experts, including authors David Meerman Scott and Pam Didner, Jeff Pedowitz of The Pedowitz Group, Masha Finkselstein of Google, Kelvin Gee of Oracle and Michael Brenner of Marketing Insider Group — all of whom will be speaking at the B2B Marketing Exchange in Scottsdale, Ariz. on February 25-27, 2019.
Oracle has entered an agreement to acquire DataFox, an AI-based data management provider, and unveiled a new CX Unity product designed to provide a comprehensive view into customer engagement and interactions across channels and applications. The company stated that the acquisition and product announcements are designed to better position its customers with accurate data, as more businesses plan to incorporate AI and machine learning capabilities into their go-to-market strategy.
The pressure is on — marketers are becoming more responsible for driving revenue. In fact, Forrester research shows that 82% of CMOs have goals tied directly to revenue. As such, modern marketers are taking an active approach to measuring and accelerating pipeline — a task that was typically reserved for sales. But at companies such as Oracle and CenturyLink, there is a growing priority for marketers to generate pipeline metrics, including velocity, which can provide key insights to accelerate deals and streamline customer retention and advocacy.
Progressive B2B brands are taking a note from the B2C playbook and meeting buyers on their preferred platforms, such as on podcasts, through videos and on social media. In fact, the number of buyers using social media to research potential solutions has grown from 20% in 2012 to 54% in 2018, according to the B2B Buyers Survey. Yet, research from the Content Marketing Institute shows that while 80% of B2B marketers have a social media strategy in place, only 32% have documented it.
A winning social media strategy must be documented and expansive. B2B companies should leverage a variety of social media platforms to not only promote their products, but also share relevant content, engage with customers, build brand awareness and more. Here are five B2B brands with a stellar social media presence we can all learn from:
MailChimp is an email marketing platform, but you wouldn’t necessarily know it by looking at their Instagram. The company’s Instagram page is a beautiful blend of bright colors, entertaining videos and a dash of humor — a winning combination that has landed MailChimp over 83,000 Instagram followers. Visit the page for yourself and see if you can resist hitting the follow button.
Slack leverages Twitter as a two-way communication platform to engage with current and prospective customers. On most days, the Slack Twitter is awash with relevant videos, articles and more, and the Slack team is constantly responding to comments from other Twitter users. But on days where Slack is down, the company uses Twitter as an active platform to send out status updates and field individual questions and feedback from users. With Twitter, Slack can provide real-time customer support in an easily accessible and scalable way.
The best brands don’t just have social media pages for their companies, but also their events. HubSpot is a shining example of Facebook use at its finest.
The company has created a separate Facebook page solely for its annual INBOUND event. Although the event takes place in early September, the company is dedicated to building a year-long, sustainable community around it. To do so, HubSpot created an INBOUND Studio page, where it posts video interviews, “dear attendee” tips, quotes and more on a regular basis. The posts help drive engagement long after the event has ended, as well as build excitement around the following year’s event.
LinkedIn is repeatedly named the top social media platform to reach B2B buyers, and Oracle is a prime example of how to best leverage the site. The company is ranked 9th on LinkedIn’s top companies list and has amassed more than three million LinkedIn followers. Beyond just sharing content and relevant news, Oracle makes a point to connect with its followers and showcase the people behind the brand.
Earlier this month, the company opened up about losing 11 employees on 9/11. Then, in the wake of Hurricane Florence, Oracle posted a video of two employees who are delivering supplies and providing aid to those affected by the storm and urged its followers to join them in giving back. In doing so, Oracle humanizes its brand and creates a company image that people will want to support.
Instagram is quickly growing in popularity and is considered the number one platform for engagement. Nevertheless, you’ll be hard-pressed to find many B2B brands using the platform, let alone posting content on a regular basis.
Adobe, which recently acquired Marketo, has a notable Instagram presence on par with MailChimp. The Adobe Instagram feed looks like something straight out of Pinterest, with breathtaking travel photos, inspirational quotes and quirky designs. But don’t be fooled by the professional-looking photos, as they are often created by Adobe users themselves. By crowdsourcing user photos, Adobe always has a steady stream of content available and can showcase the power of its products over social media.
To be successful in today's B2B marketplace, companies must make innovative decisions throughout their organization to stay above the competition. This not only includes product or service innovation, but also innovation in how marketing and sales teams engage potential customers to offer genuine, seamless buying experiences.
Risk aversion is becoming a top motivator for B2B buyers. Research shows 78% of buyers are dedicating more time to researching solutions and are increasingly turning to peers and thought leaders for relevant insights. Demand Gen Report’s 2018 B2B Buyers Survey demonstrates the growing influence of third-party sources and outside opinions on the buyer journey. According to the report:
Openprise, a data orchestration platform for marketing and sales, has released a new data orchestration application for the Oracle Cloud Marketplace. The Openprise Data Orchestration Platform is positioned to automate data management and marketing tasks, such as data onboarding, data cleansing, deduplication and lead and account scoring.
At the Oracle Modern Customer Experience in Chicago this week, attendees came away with a firm understanding: digital transformation is vital to driving legendary customer experience in today’s buying landscape. That transformation is revolving heavily around how businesses position themselves to leverage customer data appropriately and efficiently to exceed their expectations.