b2b marketers: the future is social
TRANSCRIPT
B2BMARKETERS:THE FUTUREIS SOCIALON THE EDGE: BRISTOL #EdgeBristol @N1colaRay @modernb2b
TRENDS
STRATEGY
ENGAGEMENT
MEASURING
OUTLINE
9393% OF MARKETERS USE SOCIAL MEDIA FOR BUSINESS
Source: Search Engine Journal
Source: Useful Social Media, 2014. Taken from Econsultancy Social Media
Compendium, 2014
B2B USES FOR SOCIAL MEDIA
CO
MM
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MA
RK
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RV
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OR
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PL
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Source: B2B Marketing Magazine, Social Media Benchmark, 2013
STRATEGIC REASONS FOR USING SOCIAL MEDIA
10% NURTURING LEADS
36% GENERATING LEADS
48% THOUGHT LEADERSHIP
54% BUILDING BRAND PRESENCE
Source: B2B Marketing Magazine, Social Media Benchmark, 2013
TACTICAL REASONS FOR USING SOCIAL MEDIA
R&D
RECRUITMENT
CROSS SELL / UP SELL
DRIVING WEBSITE TRAFFIC
NEW PRODUCT LAUNCH
CUSTOMER SERVICE
DRIVING DIRECT SALES
CUSTOMER INSIGHT
CUSTOMER LOYALTY
13%
14%
15%
16%
16%
55%
6%
1%
6%
6 10-
MORE THAN 60% OF MARKETERS WHO SPEND 6-10 HOURS A WEEK ON SOCIAL MEDIA MARKETING SAY IT HELPS THEM GENERATE LEADS.
Source: Social Media Examiner, May 2013
NOT JUST ABOUT
BROADCASTING
MESSAGES TO GENERATE LEADS
B2B BUYERS USE SOCIAL MEDIA TO RESEARCH,
VALIDATE AUTHENTICITY AND THEN ENGAGE.
Source: Buyersphere, 2013
ENGAGE
SOCIAL MEDIA NEEDS A CLEARLY DEFINED STRATEGY FOR SUCCESS
STRATEGY
LISTENENGAGEREVIEW
INSIGHT
WHEN PEOPLE TALK, LISTEN COMPLETELY. MOST PEOPLE NEVER LISTEN. ERNEST HEMINGWAY
-RT -JOB -CAREERS OR #BIGDATA OR #DATASCIENCE OR #HIT OR TELECOM OR “BIG DATA” SINCE:2014-01-01 GEOCODE:51.452468, -2.599115,500KM
$2MPIPELINETHREE WEEKS
WORKING THE GROUP
KPI
DETERMINE THE METRICS
LEADSMQLSALSQLOPPSALE
Source: ExactTarget, January 2014
AGREE IS AGREE WILL DON'T AGREE
SOCIAL MEDIA MARKETING IS PRODUCING ROI: 34% AGREE
SOCIAL MEDIA MARKETING WILL EVENTUALLY PRODUCE ROI: 52% AGREE
CLEARLY DEFINEDTHE SECRET:
STRATEGY
?IS THE FUTURE
SOCIALFOR B2BMARKETERS
