B2B Social Media Marketing to Build Brands and Generate Leads
Transcript of B2B Social Media Marketing to Build Brands and Generate Leads
B2B Social Media Marketing to Build Brands and Generate Leads
MariaPergolino,InboundMarke2ng,Marketo
Hashtag: #Marketo
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Agenda
1. YourBusinessNeedsSocialMedia2. FundamentalConceptsofSocialMedia
Marke2ng3. B2BSocialMediaTac2csandMetrics4. Incorpora2ngSocialMediaatEveryStageof
theRevenueCycle5. TheROIofSocialMedia
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
The Evolution ofB2B Marketing
Beforesearchengines:Branding,massadver2sing,tradeshows
ASersearchengines:Leadmanagement,scoring,andnurturing
Arrivalofsocialmedia:SEO,contentmarke2ng
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Why Inbound Leads Matter
Inboundleads:highestconversionratestoqualifiedopportuni2es
Inboundleads:educatethemselvesbeforehand
Companiesnow“getfound”
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Is Your Company Ready forSocial Media?
Clearobjec2vesandgoals
Availableresourcesandcontent
Targetaudiencesusesocialmedia
Preparedtohandlesocialmedia
Readytoincorporatesocialmediathroughoutrevenuecycle
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Developing a B2B Social Media Plan
WHO:Whoareyoutarge2ng?
HOW:Whichsocialmediatac2cswillyouemployandhowwillyoumeasuresuccess?
WHAT:Whatgoalsorobjec2vesdoyouwanttoaccomplishandwhataretheac2onitems?
Bonus: We’re sending you a link to a social media plan template to get you started
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Developing a B2B Social Media Policy
Howdoyoudefinesocialmedia?
Groundrulesforpar2cipa2on–Whowillpar2cipateandhow?
Importanceofconfiden2ality
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Fundamental Concepts ofSocial Media Marketing
Companyiden2tyandbrand
Socialmediamonitoring(“listening”)
Socialsharing
Socialvalida2on(socialproofing)
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Company Identity and Brand
Developyouriden2tyCreatepermissionsandprivacyseangsUseproperlogos,colorsCustomizeasmuchaspossible
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Social Media Monitoring (“Listening”)
StartbymonitoringthemostpopularsocialmediasitesMakebestuseofalertsAsac2vityincreasesconsiderusing3rdpartytools
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Social Sharing:A Closer Look
ShareThisorAddThis
Customlinksforincreasedpersonaliza2onhttp://twitter.com/home?status=I Bet You Don’t Know Jack About Online
Marketing: PLAY NOW to find out! http://bit.ly/df9MmN
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Social Sharing:Customized E-mails and Landing Pages
Shareemailsandlandingpages,butnoneedtobeconstrainedbygenericcontent
Email Landing
Page
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Social Validation:A Closer Look
Addstransparencyandcredibility
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
B2B Social Media Tactics
SocialMediaNetworksTheBasics Blogging Twider GoogleBuzz Facebook
PieallstoAvoid
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Social Media Networks
Blogging
Microblogging
Socialnetworks
Onlinevideo
Presenta2onandDocumentsharing
Widgets
Bookmarking
Podcas2ng
SocialCRM
Photosharing
More+++++
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Crash Course in B2B BloggingThe 5 Ws of Blogging
Whyblog?WhatshouldIblogabout?Whoshouldpar2cipate?WhenshouldIblog/HowoSen?WhereshouldIpostmycontent?
Plus:HowshouldImeasuremyresults?
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Crash Course in Twitter for B2B
Twiderprofile:Humanizeit,brandit
Choosingwhotofollow:importcontacts,followexpertsinyourindustry
Interac2ngwithyourfollowers:beresponsiveandengaging,notsalesy
Usetoolstocreateandmonitorconversa2ons:retweet,hashtags
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Crash Course in Google Buzz for B2B
Whatisit? Getintoinboxeswithoutemail
Geangstarted: UpdateGoogleprofileandlinkaccounts
Watchprivacyseangs
Bepa2entasothersgetacclimated
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Crash Course in Facebook for B2B
Profileandstatusupdate:whatmaderstoyouandyourcompany?
Whoto“friend”?
Personalvs.businesscontent:privacyseangs
GroupsandPages:promoteawarenessandthoughtleadership
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Crash Course in LinkedIn for B2B
Profile:makeitascomprehensiveaspossible
Connec2ons:onlypeopleyouknow
Recommenda2ons:posi2vecommentssociallyvalidateyourcompany
Networkupdates:newbusinessopportuni2es
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Pitfalls to Avoid inSocial Media
Don’tdiveinun2lyou’reready
Don’tbeabigbrag
Don’tbeafraidtotryitbecausethemetricsarenewanddifferent
Don’ttreatsocialmedialikeadver2sing
Don’tassumeeverysocialmediatoolisrightforyou
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Incorporating Social Media into Every Stage of the Revenue Cycle
AllNam
es ProspectRecycled Le
ad
Awaren
ess
In‐Profile
Engaged(MQL)
SalesActive(SQL)
Anony‐mous
Engaged
NurturingDatabase
Oppor‐tunity
Cust‐omer
Sales
Lead
SalesReady(SAL)
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Social Media Across The Revenue Cycle
SeedNurturing:Developingrela2onshipswithearly‐stageprospectsbeforetheyenteryourdatabase
LeadNurturing:Buildingandmaintainingrela2onshipswithknownprospectsastheyeducatethemselves
CustomerNurturing:Deepeningandexpandingrela2onshipswithexis2ngcustomers
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Seed Nurturing & Social Media
Makevaluablecontentfreelyavailable
Createareputa2onthatbuildscredibilityandtrust
Nurturingtoday Nurturingtomorrow
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Lead Nurturing & Social MediaListen Segment&Target
No2fy&Score Interact
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Lead Nurturing & Social Media-Marketing Automation
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Customer Nurturing & Social Media
ReaffirmpurchasesaSerthedecisionismade
Deepenrela2onships,createpersonalconnec2ons
Discovernewneedsandrequirements
Managecustomersa2sfac2onandreten2on
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
ROI of Social Media
Challenging,butnotimpossible
TheROIequa2onremainsthesame:
ROI=
[(Amount Gained from Investment – Cost of
Investment)/Cost of Investment] x 100
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
ROI of Social Media
EstablishabaselineandmeasureprogressbeforeandaSerstar2ngyoursocialmediastrategy
Courtesyof“TheBasicsofSocialMediaROI”byOlivierBlanchard
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Marketo Case Study
Clearobjec2vesforsuccessMakeiteasytoshareSpreadthewordValidateNurtureMeasurereturn
Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al
Social Media Drives Revenue
Increasedbrandawarenessandthoughtleadership
Enhancedleadnurturingandscoring
Improvedsaleseffec2veness
Page © 2009 Marketo, Inc. Marketo Proprietary and Confidential
Marketo,Inc.901MarinersIslandSuite200SanMateo,CA94404
Direct:+1.650.376‐2312Mob:+1.415.710.2008
blog.marketo.comwww.marketo.com
MariaPergolinoInboundMarke-ng
[email protected]@inboundmarketer@marketo
Contact Me