Demystifying Social Business: Optimizing the Campaign to Lead Process (Marketing)
Executive Summary
Pragmatic Advice on How to Get Started in Your Social Business Initiatives
Social business initiatives have gained acceptance as a key driver in business innovation. Since 2010, organizations have experimented and successfully deployed social business initiatives across a variety of business processes. In Constellation’s recent 2013 survey of 237 social business adopters, more than a majority (57.8 percent) of the market leaders and fast follower respondents had moved from experimentation to scaling social business initiatives to match demand. This trend signifies the successful growth of social business across a number of use cases.
With over 50 use cases identified in the survey, organizations now have defined entry points to begin social business initiatives. Consequently, many businesses can learn from the experience of market leaders and fast followers. Constellation has curated eight mega-use cases for social business that cover key business processes such as:
- Campaign to lead
- Lead to deal
- Issue to resolution
- Kickoff to delivery
- Concept to production
- Sourcing to acceptance
- Hire to retire
- Invoice to payment
This report focuses on the campaign to lead mega-use case, which addresses internal- and external-facing use cases. Internal use cases include data to campaign, campaign creation and resource staffing. External-facing use cases include A/B/X testing, augmented events, feedback loops, lead generation and customer loyalty/VIP experience. These use cases should provide a starting point for mapping out the social and digital marketing journey.