Post by account_disabled on Mar 6, 2024 13:38:25 GMT 5.5
Armed and excited with examples from the speakers and panels, the conference was now focused on the ‘how to’, with a focus on engaging your customers to be involved, guide, and lead your company in tandem with your own leadership. Forrester’s Peter Burris: Engaging the Innovative Customer First we heard from Forrester’s Peter Burris, who focused on the theme o engaging your innovative customer, he suggested that as you take risks, let your innovative customers be your guide. The conference focus met the needs of multiple industries, and Peter gave data and insight not just how B2C can win but how B2B customers’ reliance on each other and social tools changes the marketing game.
He referenced IBM’s Sandy Carter’s programs Indonesia Telegram Number Data as best in class for bringing community into the forefront of B2B marketing including how they’ve integrated community into next week’s IMPACT event. Peter brings forth a framework to help marketers plan for innovation: PLOT a path forward, which includes: Persona, Develop customer needs through social interactions, Location: Allow customers to create groups, and gives the example that Adobe hosts 700 user groups. Serena software embeds customers in its development & launch processes. Then Option and finally, Test. His recommendations were very clear for engaging innovative customers: Position marketing as a resource that B2B customers can use to drive better business outcomes. Blend social media with traditional tactics to create new marketing forms and new levels of productivity.
Align marketing and development to lower the risks Ending notes: Innovative customers are ready, willing, and thanks to social media–able to guide your efforts to manage risk. Case Example: Microsoft’s Craig Dewar on Community Next, we heard from Craig Dewar of Microsoft, hailing from New Zealand, he discussed how Microsoft has engaged. His first example, Craig gives the example how Microsoft launched a gaming console into a saturated market where Sony was a leader, and they launched the Xbox product. Each Xbox user can establish their own online identity and can interact with others. As each new game came out a new forum and dialog was formed. The second example is Channel 9 an online community for developers.
He referenced IBM’s Sandy Carter’s programs Indonesia Telegram Number Data as best in class for bringing community into the forefront of B2B marketing including how they’ve integrated community into next week’s IMPACT event. Peter brings forth a framework to help marketers plan for innovation: PLOT a path forward, which includes: Persona, Develop customer needs through social interactions, Location: Allow customers to create groups, and gives the example that Adobe hosts 700 user groups. Serena software embeds customers in its development & launch processes. Then Option and finally, Test. His recommendations were very clear for engaging innovative customers: Position marketing as a resource that B2B customers can use to drive better business outcomes. Blend social media with traditional tactics to create new marketing forms and new levels of productivity.
Align marketing and development to lower the risks Ending notes: Innovative customers are ready, willing, and thanks to social media–able to guide your efforts to manage risk. Case Example: Microsoft’s Craig Dewar on Community Next, we heard from Craig Dewar of Microsoft, hailing from New Zealand, he discussed how Microsoft has engaged. His first example, Craig gives the example how Microsoft launched a gaming console into a saturated market where Sony was a leader, and they launched the Xbox product. Each Xbox user can establish their own online identity and can interact with others. As each new game came out a new forum and dialog was formed. The second example is Channel 9 an online community for developers.