Gut, feel, act

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Stop, think, act. This key motto from my very first scuba lessons in Australia kept resonating in my head, a few years ago off the Costa Rica’s west coast. My dive buddy, a german underwater cameraman sporting mega fins and an even larger ego, had disappeared. The strong current made it impossible for me to follow him. And he was too busy do his own thing to notice. Unfortunately I happened to be at 25 meters depth.

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ZMOT: why Zero Moment Of Truth applies to Business to Business too

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The Zero Moment of Truth or ZMOT (“zee-mot”) refers to the online research a prospect undertakes when considering a new purchase. The ZMOT kicks in after one has seen an advertisement for a product a service, yet before the actual purchase is made.

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Enterprise Marketing 2.0: social media marketing inspiration (not just in B2B)

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Last week I attended Enterprise Marketing 2.0 (#EM20) in Amsterdam. Speakers from amongst others DSM, Ericsson, Philips, Dassault Systemes, DHL/ Deutsche Post shared their insights into how to leverage social media in new B2B marketing.

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The ROI of social media marketing | some answers

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Once in a while, I peruse the questions asked on LinkedIn in the Marketing and Business Development sections. Earlier today, the 1 million dollar question on social business was raised: “How will you measure the actual ROI from social media campaigns?”.
Dependent on the campaign, objective and industry, to my mind Social ROI is either measurable as a KPI that initiatives can be attributed to or part of the broader mix and more difficult to measure. At eg Philips the social programme in B2B differentiates between a number of online & social KPIs to track the success of the campaign down the various stages of the funnel (reach, image, traffic, subscriptions etc) in the short & medium term whilst measuring NPS/ net promoter score in the long run. Using a benchmark of social vs non social (campaign with or without, comparable hotel on Booking.com with or without social shares/ recommendations) may also enable you to build insights into 2.0 ROI.
Social adepts will refer to ROI as the equivalent to Risk of Ignoring (social media). Whilst I’d agree with that notion, most decision makers nowadays will want to see a business case and KPIs backed up by relevant numbers also.
For some KPIs useful to assess social ROI in the various steps in the funnel, see this model below (click to expand view).

ROI DutchmarQ | Business Development B2B


Shifting the B2B mix

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Results of a study amongst 132 B2B marketers jointly conducted by Booz & Co, American Business Media (ABA) and the Association of National Advertisers (ANA) was presented last week. Assuming the findings are (or will soon be) relevant for the European and Dutch marketplace as well, this survey made me wonder.

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