b2b social media marketing to build brands and generate leads
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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
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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
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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
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Developing a B2B Social Media Policy
Howdoyoudefinesocialmedia?
Groundrulesforpar2cipa2on–Whowillpar2cipateandhow?
Importanceofconfiden2ality
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Fundamental Concepts ofSocial Media Marketing
Companyiden2tyandbrand
Socialmediamonitoring(“listening”)
Socialsharing
Socialvalida2on(socialproofing)
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Company Identity and Brand
Developyouriden2tyCreatepermissionsandprivacyseangsUseproperlogos,colorsCustomizeasmuchaspossible
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Social Media Monitoring (“Listening”)
StartbymonitoringthemostpopularsocialmediasitesMakebestuseofalertsAsac2vityincreasesconsiderusing3rdpartytools
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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
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Social Validation:A Closer Look
Addstransparencyandcredibility
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B2B Social Media Tactics
SocialMediaNetworksTheBasics Blogging Twider GoogleBuzz Facebook
PieallstoAvoid
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Social Media Networks
Blogging
Microblogging
Socialnetworks
Onlinevideo
Presenta2onandDocumentsharing
Widgets
Bookmarking
Podcas2ng
SocialCRM
Photosharing
More+++++
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Crash Course in B2B BloggingThe 5 Ws of Blogging
Whyblog?WhatshouldIblogabout?Whoshouldpar2cipate?WhenshouldIblog/HowoSen?WhereshouldIpostmycontent?
Plus:HowshouldImeasuremyresults?
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Crash Course in Twitter for B2B
Twiderprofile:Humanizeit,brandit
Choosingwhotofollow:importcontacts,followexpertsinyourindustry
Interac2ngwithyourfollowers:beresponsiveandengaging,notsalesy
Usetoolstocreateandmonitorconversa2ons:retweet,hashtags
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Crash Course in Google Buzz for B2B
Whatisit? Getintoinboxeswithoutemail
Geangstarted: UpdateGoogleprofileandlinkaccounts
Watchprivacyseangs
Bepa2entasothersgetacclimated
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Crash Course in Facebook for B2B
Profileandstatusupdate:whatmaderstoyouandyourcompany?
Whoto“friend”?
Personalvs.businesscontent:privacyseangs
GroupsandPages:promoteawarenessandthoughtleadership
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Crash Course in LinkedIn for B2B
Profile:makeitascomprehensiveaspossible
Connec2ons:onlypeopleyouknow
Recommenda2ons:posi2vecommentssociallyvalidateyourcompany
Networkupdates:newbusinessopportuni2es
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Pitfalls to Avoid inSocial Media
Don’tdiveinun2lyou’reready
Don’tbeabigbrag
Don’tbeafraidtotryitbecausethemetricsarenewanddifferent
Don’ttreatsocialmedialikeadver2sing
Don’tassumeeverysocialmediatoolisrightforyou
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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
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Lead Nurturing & Social MediaListen Segment&Target
No2fy&Score Interact
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Lead Nurturing & Social Media-Marketing Automation
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Customer Nurturing & Social Media
ReaffirmpurchasesaSerthedecisionismade
Deepenrela2onships,createpersonalconnec2ons
Discovernewneedsandrequirements
Managecustomersa2sfac2onandreten2on
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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
maria@marketo.com@inboundmarketer@marketo
Contact Me
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