developing social media strategies for every stage of the funnel
TRANSCRIPT
Jingcong Zhao, Content Marketing Manager
Teena Thach, Social Media Manager
Developing Social Media Strategies for Every Stage of the Marketing Pipeline
Agenda
1. How Social Media is influencing the B2B purchase process
2. The Roles of Social Media across the B2B customer lifecycle
3. Social Media Strategies for Each Stage of the Funnel and Examples
75% of B2B buyers and 84% of C-Level/VP executives use social media to make purchasing decisions.
62% of B2B buyers would appreciate being contacted at the right time with relevant information and opportunities.
Online professional networks are the #1 information preferences of buyers in the final stage of the purchase decision.
Social Media Has Huge Potential for B2B
Earliest Stage: News-oriented social media (i.e. Twitter) is the most popular social media used for general info gathering.
Middle Stage: Desire for credibility increases. Third-party experts rise to the top. Online professional networks rise to the 4th position
Final Stage: Need to trust in their decision. Turn to online professional networks (i.e. LinkedIn)
In final stage of the purchasing process, when stakes are highest, online professionals networks are #1 information preference of buyers
Social Media and the Marketing Funnel
Attract
Convert
Close
Broadcast Marketing
Direct Marketing
Content
Proactive Outreach
Attract
Attract the right audience Be helpful & topical
Share your own research
Attract the right audience
Showcases your product. Broad Appeal. Timely
Attract the right audience Take a stand on key issues “Newsjack” – association with trending
topic
Attract the Right Audience
Make your target audience explicit in your posts
Promote Your Product Trial Targeted Events
Tips:
1. Get other people involved (employees, Twitter Chats)
2. Share your company culture
3. Build Anticipation
4. Keep the content coming
Attract the right audience Pin your most important tweets
Events
CommunitiesLocation
Interests
PublicationsJob Title
Proactively Reach Out to Your Target Audience
Prospect Insights from Twitter
Real-time updates:• Events• Conversations• Pain-points
Job title
Interests
Community
Location
DiscoverA company looking for startups and early-stage tech companies used this criteria...
...and found over 5,500 leads on Twitter
Twitter handles
Industry keywords
Event hashtags
Light Touch(follow, like post)
Engage with prospects on their terms
Medium Touch(direct message, comment)
Heavy Touch(phone call, email conversation)
Natural Flow of Engagement
Follow up with social leadsConnect your social media investment to your systems of record.
See prospect’s journey from first social touch to close.•Campaign Name •Social Network•URL •Social Profile of Lead •Click Time•Subsequent social activities
Example Guide: http://community.oktopost.com/knowledgebase/articles/280167-how-to-set-up-the-marketo-integration
Integration Reporting
Lead Nurturing
Social media provides another channel for lead nurturing
Near 80% of marketers say that their email open rates don’t exceed 20% (The State of B2B lead Nurturing Survey, Oracle)
Social media activities = Audience Insights
Use social insights to send real time emails
InterestsHot
Topics
Industry influencers
Research questions
Industry Events
Socedo’s results on real-time emails triggered based on hashtag engagement
Hashtag Emails Sent Open Rate Clicks CTR Unsubscribe
#MKTGNation 14 sent 41.7% open 3 clicks 25% CTR 0 unsub
#ContentMarketing 200 sent 45.2% open 10 clicks 5.4% CTR 0 unsub
#LeadGeneration 50 sent 54.5% open 3 clicks 6.8% CTR 0 unsub
New MQLs & Customers
Social activity data = real-time buying signals
● A click on a social post = a click in an email campaign or a paid ad
● A retweet = an endorsement of your content
● A follow = a proactive step to subscribe to your content = a blog subscriber
● A direct message reply = an email reply / a webinar register
● Followers of influencers in your space are good leads
Use social data for accurate lead scoring
Use social data for accurate lead scoring
#DF16 23 leads 15 first action
#INBOUND16 3 leads 1 first action
#MKTGNation 71 leads 4 first action
@SiriusDecisions 154 Leads 56 first action
Marketo 680 leads 333 first action
Socedo Results
What social keywords and handles are bringing in the most MQLs and Opportunities?
Socedo Database - usage across database - total leads 11,199 over 90 days
Keyword MQL to Opp Opp to Won Total Won Total Revenue
#contentmarketing 17.50% 18.80% 3 $5,000
@SocedoApp 17.20% 23.10% 9 20000
@AseemB 15.40% 13% 3 1000
@Marketo 3.80% 16.70% 1 1000
@Insightpool 17.90% 20% 1 1000
Hubspot 17.50% 8.30% 2 2000
Pardot 15.40% 0 0 0
@HeinzMarketing 14.50% 15.80% 3 10000
@salesforce 15.40% 12.50% 1 1,000
@kevincyu 17.90% 19% 4 2000
@adamiswriting 23.70% 7.10% 1 1000
@akashbad 14.80% 12.50% 2 15000
Example:
• Leads who haven’t visited your website in last two weeks
• No emails opened in last 30 days
• Mentioned relevant keywords related to your product space in last 7 days
Re-engage with cold leads on social
Social Media and the Customer Lifecycle
Engaging Content Targeting based on keywords Attract
Convert
Close
Lightly engage with prospects through a series of social touches
Promote gated content to capture new leads in your marketing automation system
Enhance lead records with social media activity, enabling lead scoring, lead nurturing & relevant messaging
Jingcong Zhao Teena ThachLearn more at blog.socedo.com
Questions?