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

Agenda

1. YourBusinessNeedsSocialMedia2. FundamentalConceptsofSocialMedia

Marke2ng3. B2BSocialMediaTac2csandMetrics4. Incorpora2ngSocialMediaatEveryStageof

theRevenueCycle5. TheROIofSocialMedia

The Evolution ofB2B Marketing

Beforesearchengines:Branding,massadver2sing,tradeshows

ASersearchengines:Leadmanagement,scoring,andnurturing

Arrivalofsocialmedia:SEO,contentmarke2ng

Why Inbound Leads Matter

Inboundleads:highestconversionratestoqualifiedopportuni2es

Inboundleads:educatethemselvesbeforehand

Companiesnow“getfound”

Is Your Company Ready forSocial Media?

Clearobjec2vesandgoals

Availableresourcesandcontent

Targetaudiencesusesocialmedia

Preparedtohandlesocialmedia

Readytoincorporatesocialmediathroughoutrevenuecycle

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

Developing a B2B Social Media Policy

Howdoyoudefinesocialmedia?

Groundrulesforpar2cipa2on–Whowillpar2cipateandhow?

Importanceofconfiden2ality

Fundamental Concepts ofSocial Media Marketing

Companyiden2tyandbrand

Socialmediamonitoring(“listening”)

Socialsharing

Socialvalida2on(socialproofing)

Company Identity and Brand

Developyouriden2tyCreatepermissionsandprivacyseangsUseproperlogos,colorsCustomizeasmuchaspossible

Social Media Monitoring (“Listening”)

StartbymonitoringthemostpopularsocialmediasitesMakebestuseofalertsAsac2vityincreasesconsiderusing3rdpartytools

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

Social Sharing:Customized E-mails and Landing Pages

Shareemailsandlandingpages,butnoneedtobeconstrainedbygenericcontent

Email Landing

Social Validation:A Closer Look

Addstransparencyandcredibility

B2B Social Media Tactics

SocialMediaNetworksTheBasics Blogging Twider GoogleBuzz Facebook

PieallstoAvoid

Social Media Networks

Blogging

Microblogging

Socialnetworks

Onlinevideo

Presenta2onandDocumentsharing

Widgets

Bookmarking

Podcas2ng

SocialCRM

Photosharing

More+++++

Crash Course in B2B BloggingThe 5 Ws of Blogging

Whyblog?WhatshouldIblogabout?Whoshouldpar2cipate?WhenshouldIblog/HowoSen?WhereshouldIpostmycontent?

Plus:HowshouldImeasuremyresults?

Crash Course in Twitter for B2B

Twiderprofile:Humanizeit,brandit

Choosingwhotofollow:importcontacts,followexpertsinyourindustry

Interac2ngwithyourfollowers:beresponsiveandengaging,notsalesy

Usetoolstocreateandmonitorconversa2ons:retweet,hashtags

Crash Course in Google Buzz for B2B

Whatisit? Getintoinboxeswithoutemail

Geangstarted: UpdateGoogleprofileandlinkaccounts

Watchprivacyseangs

Bepa2entasothersgetacclimated

Crash Course in Facebook for B2B

Profileandstatusupdate:whatmaderstoyouandyourcompany?

Whoto“friend”?

Personalvs.businesscontent:privacyseangs

GroupsandPages:promoteawarenessandthoughtleadership

Crash Course in LinkedIn for B2B

Profile:makeitascomprehensiveaspossible

Connec2ons:onlypeopleyouknow

Recommenda2ons:posi2vecommentssociallyvalidateyourcompany

Networkupdates:newbusinessopportuni2es

Pitfalls to Avoid inSocial Media

Don’tdiveinun2lyou’reready

Don’tbeabigbrag

Don’tbeafraidtotryitbecausethemetricsarenewanddifferent

Don’ttreatsocialmedialikeadver2sing

Don’tassumeeverysocialmediatoolisrightforyou

Incorporating Social Media into Every Stage of the Revenue Cycle

AllNam

es ProspectRecycled Le

Awaren

In‐Profile

Engaged(MQL)

SalesActive(SQL)

Anony‐mous

Engaged

NurturingDatabase

Oppor‐tunity

Cust‐omer

SalesReady(SAL)

Social Media Across The Revenue Cycle

SeedNurturing:Developingrela2onshipswithearly‐stageprospectsbeforetheyenteryourdatabase

LeadNurturing:Buildingandmaintainingrela2onshipswithknownprospectsastheyeducatethemselves

CustomerNurturing:Deepeningandexpandingrela2onshipswithexis2ngcustomers

Seed Nurturing & Social Media

Makevaluablecontentfreelyavailable

Createareputa2onthatbuildscredibilityandtrust

Nurturingtoday Nurturingtomorrow

Lead Nurturing & Social MediaListen Segment&Target

No2fy&Score Interact

Lead Nurturing & Social Media-Marketing Automation

Customer Nurturing & Social Media

ReaffirmpurchasesaSerthedecisionismade

Deepenrela2onships,createpersonalconnec2ons

Discovernewneedsandrequirements

Managecustomersa2sfac2onandreten2on

ROI of Social Media

Challenging,butnotimpossible

TheROIequa2onremainsthesame:

[(Amount Gained from Investment – Cost of

Investment)/Cost of Investment] x 100

ROI of Social Media

EstablishabaselineandmeasureprogressbeforeandaSerstar2ngyoursocialmediastrategy

Courtesyof“TheBasicsofSocialMediaROI”byOlivierBlanchard

Marketo Case Study

Clearobjec2vesforsuccessMakeiteasytoshareSpreadthewordValidateNurtureMeasurereturn

Social Media Drives Revenue

Increasedbrandawarenessandthoughtleadership

Enhancedleadnurturingandscoring

Improvedsaleseffec2veness

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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