How to build your sales pipeline with social and emerging media
-
Upload
courtney-wiley-mba -
Category
Business
-
view
107 -
download
4
description
Transcript of How to build your sales pipeline with social and emerging media
How to Build Your Sales Pipeline with Social and Emerging Media
Moderated by: Laura Horton Marketing Manager, Pardot
Panelists
Courtney WileyDirector of Digital Marketing
Chris UschanDirector of Online Marketing
Rob MacEwan Managing Director
Chris Uschan
Everybody’s Doing It
B2B Social Media in PracticeProduct/CommunityAwareness, Expertise Conference 2.0TM
Engage365 / EventCamp
Content Marketing &Lead GenerationReach, Nurture Connect w/ Thought leaders
(Twitter, Lists, Groups, LI) Content Hub (blog) Bi-Monthly Emails
Advice & Resources Strategy/Plan
Commitment (Time, Length, Execs)
Support Biz Objectives Listen/Participate
Build relationships Learn
Try – Fail – Try Measure, learn, adapt Can’t do everything Pick a few, do them
well!
Junta42 SmartBriefs Hubspot Chris Brogan MarketingProfs.com WOM - Andy Sernovitz New Marketing –
David Scott Made to Stick –
Chip Heath Groundswell -
Forrester My Peers - Events
Courtney Wiley
Social Media for B2B is the “New Normal”
33% visit social media sites to engage in research before making a purchasing decision.
47% say social media sites influence their decision to purchase from a specific company.
26% have changed their minds about a purchasing decision after reading peer comments on a social media site.
B2B Marketers to Boost Spending
How We Use Social Media for B2B Twitter, LinkedIn
Search + connect to attract analysts, prospects, PR connects, customers Establish business partnerships with like-minded organizations Be everywhere all the time with hashtags and schedulers Customer care inquiries, requests Go deeper with RTs, @ mentions. “INgage” on a 1-to-1 level
Online Community and Chat Find new customers through friends, provide micro-groups Integrate social media results in search engines Leverage Pardot data for immediate chat sessions
Facebook “Like” customers and prospects, engage by leaving messages Broadcast solution videos Use photos to show off company culture
YouTube Connect videos with landing pages Increase search engine ranking + brand recognition
Social Bookmarking Sites Generate exposure for brands, tag appropriately
Email marketing, prospecting via Pardot Include social media channels on all outgoing emails, track links Use new Pardot feature to quickly research prospects
Attract. “INgage.” Reward. Repeat.
1. Drive qualified traffic
2. Generate net new leads
3. Increase loyalty
Cost Savings Case StudyINgage Networks has identified $10,000 per employee in cost savings and potential revenue
AVAILABLE ONLINE at http://www.ingagenetworks.com/case-studies
Rob MacEwan
Engaging Social Media Users
It’s not about selling – It’s about engaging
Partners – Build your brand
Thought Leaders – Learn from them
Peers in Other Industries – Get referrals
Competitors – Listen, Advance the Industry
Customers – Promote them, Help them
It’s Not Working!
Most B2B Customers aren’t there Be Patient Incorporate Social Content on your Site
Payoff is Longer Term Figure it out now Develop Success Measurements
Don’t get distracted Focus and keep relevant Keep doing the regular stuff
Action Items
Call to Action Link to your landing pages and forms Track your links to your content
Do Everything Let users pick the type of content they want Blog, Video, Whitepaper, Email, Seminar
It’s just another touch Use other reliable methods to keep dripping
Keep in Touch
Rob MacEwen - [email protected]@robmacewen
Chris Uschan - [email protected]@chrisuschan
Courtney Wiley - Ingage [email protected]@wileyccoyote