A data driven approach to 7

tactics for B2B marketers

Social Form Fill

Share Buttons

Publish to

Webhook to

SEO

Data

Awareness

Social Ads

Sharing

Engagement

Authentication

But how do I know if my prospects and customers are on social networks?

Send lead email

address via webhook*

Receive social information

Your Lead DB

What can you get?• Social networks• Social profiles• Klout score• Demographic• Topics of interest

250 / month free

* Webhooks not supported in Spark Edition

Quick Demo

Some Stats

Marketo ran a batch of leads through Full Contact.

~20% Facebook profiles

~5% of LinkedIn profiles

~30% Twitter profiles

The average American spends:

6.75 hours / month on Facebook

21 minutes / month on Twitter

17 minutes / month on LinkedIn

Data from Morrison Foerster

1 Billion people on FB

Data

Add to every form

Get more data from

Use social dashboards

Sharing

If only a small portion of your database is on

social networks, add share buttons and call it

quits

If you create video content, all your videos should be shareable

Finding out who shared is as valuable as clicks on that share

If your leads have twitter profiles or have high Klout scores,

tweet links to content to make re-tweeting easy

Awareness

Publish to

1. It’s easy2. It’s another place to be found3. FB now allows CTAs on the cover page

SEO

Question: Is SEO an important aspect of your marketing?

Social influences SEO

Profile pages are crawledShares / Social Validation provides SEO lift

Call to Action:Publish to FacebookTry to get “Likes”Share Buttons on Content

Authentication

Customer Referrals

Engagement

Focus on Facebook – that’s where people spend time

Make it fun

Goal: Inexpensive interactions & awareness

Paid Advertising

If you’re doing any Paid Promotions on Facebook, Publish to Facebook!

If you’re doing PPC elsewhere, try social and

TEST TEST TEST

Call(s) to Action(s)

1) Try something: Add share buttons, publish to FB, etc.

2) Look at the data. Work with FullContact.

3) Find your influencers.

4) Motivate sharing & likes to drive additional value.

www.fullcontact.com/marketo