generating leads with social media
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Generating Leads with Social Media
Jeffrey L. Cohen, Salesforce Marketing Cloud, Manager of Content Marketing
@JeffreyLCohen
Kipp Bodnar, Hubspot, Director of Marketing
@KippBodnar
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Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service
availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future
operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of
our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service,
new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions
or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers
and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees
and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and
utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is
included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures
are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be
delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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Social Media
Lead Generation
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#inbound12
KIPP BODNAR @kippbodnar
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#inbound12
JEFF COHEN @JeffreyLCohen
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amzn.to/b2bsm2
We wrote The B2B Social Media Book.
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#B2BSM
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We’re dorks.
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We’ve got a a problem.
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73% of CEOs
don’t believe marketers
drive revenue. 91 FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
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Your opportunity to shine
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Leads fix the problem.
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Leads are a PROXY for Sales.
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@KippBodnar
Your goal shouldn't be to buy leads. Your goal should be to buy customers.
Tweet This!
#B2BSM
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1 List Track Mailer
Traditional Lead Gen Campaign
ROI
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1 Tweet Form
Landing
Page
How Social Media Leads
Happen
Lead
Like Blog
Post
+1
Product
Page
Home
Page
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3 Keys for Social Media Lead Generation Success
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3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
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3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
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60% of the sales cycle is over – before a
buyer talks to your salesperson. 91
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
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People to People
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Strong Ties
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Interaction, Affection and Time
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Follow. Friend. Connect. With People.
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The half-life of a social media link is
3 hours.
BITLY, 9/2011
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THE
10:4:1
RULE
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THE
10:4:1 Links to third-
party articles RULE
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THE
10:4:1
Links to company
blog posts
RULE
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THE
10:4:1
Link to a company
landing page
RULE
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@JeffreyLCohen
Tweet This!
#B2BSM
Prospects don’t
care about your
products. They
want solutions to
their problems.
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Engagement
= Affection
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Share images
with your
Audience
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Create Visual
Content for Visual
Platforms
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Be consistent.
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@KippBodnar
Tweet This!
#B2BSM
Publishing and
sharing content
online is the single
biggest lever to
increase lead
generation.
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3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
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Get people to share
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Closed Millions In Sales From Online Leads ROI – 2800%!
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3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
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Social
Conversion
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Social
Conversion = Social
Proof +
Strong
Ties
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Social
Proof
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People
want to
feel safe.
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Safety is in numbers.
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Result: 27% Click
Through Rate
Increase
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Really?
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@KippBodnar
Create awesome content and reduce the friction around sharing it.
Tweet This!
#B2BSM
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Banners, Contacts and Updates Provide Opportunities
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3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
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Prove the CEO Wrong
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You’re the Star
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THANK YOU
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