Business Development Through Social Media – Today & Tomorrow

• Industries are moving from mostly one-sided “push” communications with prospects to a more collaborative reality
• Increasingly “wired” buyers are used to communications in a variety of channels
• Tighter budgets for everyone
• Buyers are more difficult to reach so communications must be on their terms
• Customers’ fragmented attention means a variety of new media channels must be explored, integrated and often channeled through the public Web site. At the same time, even greater internal communication is required to meet customer expectations
• There is an expectation of two-way communication, informality, transparency

In today's challenging marketplace companies need a go-to-market strategy that transcends traditional marketing tactics by integrating social media tools into the business development mix.

Forrester Research surveyed more than 1,200 business technology buyers and found that they exceed all previous benchmarks for social media participation. Use the Forrester Social Profile tool above to get a general sense of where you're business-to-business customers fit.

Some call this new strategic approach "Business Development 2.0" or the “Collaborative Web,” and it depends on new media tools to not only augment the company Web Site but to infuse all marketing initiatives creating an encompassing digital presence for the business. Over time, leveraging these channels together will generate conversations/awareness about you and bring prospects back to the Web site for qualification or direct outreach to the business development team.

What does the next evolution of business development mean?

• There is an emphasis on blending collaborative social media tools into the business development mix
• Prospect intelligence and behavioral insight is more attainable than with “traditional” media
• Customer engagement is the mantra
• Value is created through collaboration between people and sharing information
• There is a realization that some control must be relinquished to the customer in order to maximize results

Contact us to discuss your business needs and to arrange a demonstration of our methodology or view a case study on the power of cross-channel integration to develop the opportunity pipeline.