Social Transformation = Pipeline

Today’s Agenda

How we generate leads today and the impact of social

Six plays for driving direct pipeline from social channels

Go through a real world example

Traditional Flow For Driving Leads

We Drive Traf!c To Our Site1 Prospects Fill Out a Form2 We Follow Up With Leads3

Friend

Brand

In!uencer

Following

Following

Following

Friend

Following

Friend

Interesting concept

I’ve got a question

Worth reading

Status update

Like +1

This might be helpful

Behavior On The Web [ Pre-Facebook ][ Facebook Era ]

Working on Measuring the Value of Pipeline In!uenced

First Touch Click On An Ad Free Trial Contact Me Downloaded an eBook

Clicked a on Tweet

Watched a Video

Posted a Question

Read a Blog Post

Became a Fan

Liked a Post

Re-Tweeted Salesforce

Tweeted about #DF12

Viewed Presentation

What is the Value of Social Touches?

Registered for an Event

Lead Scoring1

Campaign Attribution2

Personalized Journeys3

Marketing Automation System

Social Is Also Impacting Our SEO Traf"c

Google Is Looking At Social Signals

Yellow bars represent a positive correlation with social. Blue & green bars are traditional SEO

tactics.

+ =

Tactic for Driving Incremental Leads

Six Plays for Driving Pipeline from Social

#3

#1Traf!c is driven to these

channels via Twitter, Facebook, LinkedIn, and SEO

#2Because of inbound links and

SEO, content on these channels has a longer shelf-life

Six Plays for Driving Pipeline from Social

It is possible to by-pass this page, but you can’t tweet the

same offer 30 timesContent decays much faster on these platforms and you don’t

have the bene!t of search

#4

It is possible to by-pass this page, but you can’t post the

same offer 30 times

#6

Pointing to forms on Facebook keeps the experience

consistent, but we don’t have the same tools to optimize for

conversion.Your principal source of traf!c is the # of subscribers and your

ability to fuel the viral loop

#5

Become a Social Campaigns Expert

Big Picture Best Practice Examples for Each The Perfect Post

Views / Quarter1M

__% Quali"ed Leads

Click-Through1.5%

20% Form Completes

__% Close Rate

$__ Avg. Deal Size

Optimization

Promotion

Soft Offer

Con"rmation PageLanding Page

Lead Nurturing

Sales Effectiveness

Sales Follow Up$$$ Pipeline

Content

+Pipeline In!uenced +SEO +Subscribers…

Measuring Pipeline & Conversion

3,000 Leads

$$ Revenue

Click-through rates and form completes are placeholders and will vary

Visits / Quarter250k

__% Quali"ed Leads

Click-Through3%

22% Form Completes

__% Close Rate

$__ Avg. Deal Size

Optimization

Promotion

Soft Offer

Con"rmation PageLanding Page

Lead Nurturing

Sales Effectiveness

Sales Follow Up$$$ Pipeline

Content

+Pipeline In!uenced +SEO +Subscribers…

Measuring Pipeline & Conversion

1,650 Leads

$$ Revenue

Click-through rates and form completes are placeholders and will vary

Starts By Creating One Big Offer

Join Salesforce and HubSpot to learn how you can grow your business with social and inbound marketing!

Watch the Free Webinar

Different Types of OfferseBook, webinar, video or a

combination of the three

Open Up Your AudienceBig questions, product agnostic approach, partners with reach

Traditional Tactics

+

6 Plays for Social

=

#1 Write Blog Posts That are Relevant To Your Offer

#2 Drive Traf"c from Twitter

It is possible to by-pass this page, but you can’t tweet the

same offer 30 times

#3 Drive Traf"c from Facebook

#4 Drive Traf"c from LinkedIn

It is possible to by-pass this page, but you can’t post the

same offer 30 times

5,000+ Registrants

Join Salesforce and HubSpot to learn how you can grow your business with social and inbound marketing!

Watch the Free Webinar

#5 Capture Leads on Slideshare

#6 Turn Your YouTube Video Into an Evergreen Asset

Six Plays for Driving Pipeline From Social

#1

#2

#3

#4

#5

#6

Optimizing Our Content Marketing Funnel

Views / Quarter#

% Quali"ed Leads

Click-Through%

% Form Completes

% Close Rate

$$$ Avg. Deal Size

Optimization

Promotion

Soft Offer

Con"rmation PageLanding Page

Lead Nurturing

Sales Effectiveness

Sales Follow Up

ACV Pipeline

Content

+Pipeline In!uenced +SEO +Subscribers…