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

Page ©2009Marketo,Inc. MarketoProprietaryandConfiden2al

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

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Social Sharing:Customized E-mails and Landing Pages

Shareemailsandlandingpages,butnoneedtobeconstrainedbygenericcontent

Email Landing

Page


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

http://blog.marketo.com/.a/6a00d83451b45369e20128768c4bde970c-pi

http://blog.marketo.com/.a/6a00d83451b45369e20128768c4bde970c-pi


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

ad

Awaren

ess

In‐Profile

Engaged(MQL)

SalesActive(SQL)

Anony‐mous

Engaged

NurturingDatabase

Oppor‐tunity

Cust‐omer

Sales

Lead

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:

ROI=

[(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

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

[email protected]@inboundmarketer@marketo

Contact Me

b2b social media marketing to build brands and generate leads

Documents

b2b social media marketing

b2b social media planwho

social media plan template

company ready forsocial

b2b bloggingthe

leads mariapergolino

online marketing

customized emails