Analytics, content and apps are hot topics at 'BtoB's' SF NetMarketing Breakfast

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San Francisco—Marketers from HP, Intel and SAP talked about how they're using analytics, content and experiential apps during BtoB's NetMarketing Breakfast here Thursday. Scott Anderson, VP-customer communications at Hewlett-Packard Co.'s enterprise marketing group, kicked off the panel with a review of how HP uses analytics to develop insights about customers and reach them more effectively. Anderson discussed some methods HP uses to gather customer data—such as setting up listening posts on social channels—and converts it into actionable insight. For example, HP can determine the key people working on its top accounts, and target them with personalized content. It then follows up with trigger-based marketing automation tools. “A lot of marketers aren't using analytics,” Anderson said. “If you have the data, why would you not use it?” Pam Didner, global integrated marketing manager at Intel Corp., talked about how Intel determines the distribution of social media and other kinds of content through editorial planning. “One of our challenges is how to globalize [marketing] by scaling [content] to different geographical regions.” She said Intel develops an editorial calendar based on hot topics that are important to IT managers, then creates a “content roadmap” prioritized by audience (either partners or end-users). It then develops a playbook that it uses with its agency and media partners around the world to execute content distribution. Didner showed an online video recently developed for Intel's data backup services, which featured music but no words, that can be localized by geographic region. Kevin Cox, senior director-global marketing at SAP, showed examples of how the enterprise software company is developing experiential apps for PCs and mobile devices to communicate with its target audiences. “Selling has changed because buying has changed,” Cox said. “The barriers between b-to-b and b-to-c are going away. We are selling business-to-people.” He said SAP is trying to engage customers with more personal experiences, so it has developed “experiential apps” to showcase its software. He demonstrated an SAP app that gathers social media conversations in real time by monitoring Twitter conversations about the BtoB event and integrating them into his PowerPoint presentation. He also demonstrated an SAP app, called Recalls Plus, that debuted earlier this week. The app collects information on products that have been recalled and sends alerts to mobile devices, such as the iPhone. “Our customers are facing new challenges,” Cox said. “We want to demonstrate how our technology can be used to engage [our clients'] customers in new ways.”
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