The CreativeMind gang is back from the Inbound Marketing Summit 2010 (IMS) which took place October 6th and 7th at Gillette Stadium in Foxoboro, MA. IMS is the brain child of Chris Brogan, Justin Levy, and Colin Bower of New Marketing Labs.
This was my second time attending and speaking at IMS. I have to say, each year just keeps getting better and better. While last year seemed to focus on big brands and B2C, this year was chock full of great information for B2B companies. Here are the top 5 lessons learned for B2B marketers.
- Don’t be afraid to engage.
For the past two days I kept hearing the buzz word “engage”. Scott Stratten (@unmarketing on Twitter) told a great story of how he gained 10,000 followers on Twitter in 30 days. How did he do it? He engaged with his followers and tweeted about 7,000 times in those 30 days. Now we all can not be as aggressive as Scott with our Twitter engagement strategy (and he doesn’t suggest it, either), however, we can get over our fear of meeting new people and start conversing. Those that do not engage their audience are those that won’t get anything out of social media.
- Make useful stuff for free.
No one likes filling out forms to get stuff. Why not offer whitepapers on your website for free? There are plenty of ways to generate leads by those who download your free whitepaper.
- Social Media is about building relationships and trust.
Social media is about being “social” and building relationships and trust. Social media is not about broadcasting your message with the hopes that someone will buy from you. People buy from those they trust. If you’re pushing sales on Twitter, then you’re not doing it right.
- Write great content.
While you may have heard this tip before, ask yourself “are we writing really great content?” People share unique, they don’t share “meh” (thanks Mr. Unmarketing).
- Think outside the box when it comes to lead generation.
Many B2B companies focus on generating leads with a PPC campaign, then they wonder why their leads aren’t qualified. I’m not saying that you shouldn’t run PPC campaigns, but you should experiment with tools that can reach your target market better and see if it works for you. Try answering questions on LinkedIn, or running a LinkedIn paid ad. Or maybe a Facebook ad would work for you. The point is, social media generates warm leads. Try thinking outside the box the next time your boss says, “run a PPC campaign for this.”
Were you at IMS10? What lessons did you learn?