How to Optimize Your SocialChannels for Lead GenerationJason Miller - Marketo@JasonMillerCA

Why Social for Lead Generation? 50 70% of the buying cycle is now completed before customers ever engage with a sales person 56% of B2B marketers acquired new customers using social media in 2011 70% of marketers now use social media as part of their marketing strategy.Page 2 2012 Marketo, Inc. Marketo Proprietary and Confidential

Five Essentials for Success Inbound is not Enough 4-1-1 Rule Content is still king Social Signals AdvocatesPage 3 2012 Marketo, Inc. Marketo Proprietary and Confidential

Inbound + Outbound = AwesomenessPage 4 2012 Marketo, Inc. Marketo Proprietary and Confidential

The 4-1-1 Rule For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others. Do This Not ThisPage 5 2012 Marketo, Inc. Marketo Proprietary and Confidential

Content Fuels Lead Gen: So .Repurpose, Repurpose, then Repurpose Some MorePage 6 2012 Marketo, Inc. Marketo Proprietary and Confidential

Social Signals Influence GooglePage 7 2012 Marketo, Inc. Marketo Proprietary and Confidential

Leverage Your Employees & AdvocatesPage 8 2012 Marketo, Inc. Marketo Proprietary and Confidential

Twitter for Lead Generation Organic + Promoted tweets Advocate program A/B test, measure and optimizePage 9 2012 Marketo, Inc. Marketo Proprietary and Confidential

Twitter for Lead Generation Combination of search & timeline campaigns $109k invested 2,995 Prospects $ per Prospect: $37 $290k pipeline to datePage 10 2012 Marketo, Inc. Marketo Proprietary and Confidential

Facebook for Lead Generation Use Facebook Real Estate Wisely Visual is vital Breaking through EdgeRank Tying it back to your offerPage 11 2012 Marketo, Inc. Marketo Proprietary and Confidential

Optimizing Your Facebook PagePage 12 2012 Marketo, Inc. Marketo Proprietary and Confidential

Page 13 2012 Marketo, Inc. Marketo Proprietary and Confidential

Facebook for Lead GenerationPage 14 2012 Marketo, Inc. Marketo Proprietary and Confidential

Does Facebook Work for B2B Lead Gen? Hell Yes!Page 15 2012 Marketo, Inc. Marketo Proprietary and Confidential

Slideshare for Lead Generation Demonstrate your expertise Attach to something bigger Use keyword rich descriptions for SEO Use both paid and earned mediaPage 16 2012 Marketo, Inc. Marketo Proprietary and Confidential

Establish Your Company as an ExpertPage 17 2012 Marketo, Inc. Marketo Proprietary and Confidential

Slideshare and SEOPage 18 2012 Marketo, Inc. Marketo Proprietary and Confidential

Slideshare for Lead Generation $5k invested 2,765 names 57 new prospects $ per Prospect: $94 $107k pipeline to datePage 19 2012 Marketo, Inc. Marketo Proprietary and Confidential

Linkedin for Lead Gen 1. Optimize Business Page 2. Optimize Individual Employee Pages 3. Utilize Groups, Linkedin Today, NewsfeedPage 20 2012 Marketo, Inc. Marketo Proprietary and Confidential

Company PagePage 21 2012 Marketo, Inc. Marketo Proprietary and Confidential

YouTube for Lead Generation 1. Optimize Your Channel 2. Optimize Individual Videos 3. Encourage Comments and SubscribersPage 22 2012 Marketo, Inc. Marketo Proprietary and Confidential

YouTube for Lead GenerationPage 23 2012 Marketo, Inc. Marketo Proprietary and Confidential

Google + for Lead Gen 1. Include Keywords and Relevant Links on Your About Page 2. Set Up Google Authorship for SEO Benefits 3. Post Often and Optimize for Best Search ResultsPage 24 2012 Marketo, Inc. Marketo Proprietary and Confidential

Optimizing the About PagePage 25 2012 Marketo, Inc. Marketo Proprietary and Confidential

Google AuthorshipPage 26 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Power of Peer to Peer Company to Buyer: 33% Trust Buyer to Buyer: 92% TrustPage 27 2012 Marketo, Inc. Marketo Proprietary and Confidential

Frictionless & Incentivized SharingPage 28 2012 Marketo, Inc. Marketo Proprietary and Confidential

Test & to Measure Effectiveness and Lift Data Tune With Social Funnel MetricsPage 29 2012 Marketo, Inc. Marketo Proprietary and Confidential

Download the Optimize Your Social Channels for Lead Generation eBook: http://bit.ly/Marketo-eBookThank you!Jason MillerSocial Media Strategist@JasonMillerCA @Marketo