Using Mobile, Social and Video to Generate

Leads and Revenue

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Before We Get Started

Hi, I’m Joe Pulizzi (@juntajoe)

Content Marketing Information & Research

Events & Workshops

Consulting Services

Today you will leave here with: • Common sense strategies for

generating leads.

• Look at Video/Social/Mobile not as separate pieces, but ones that can be powerful together.

• Tactics and examples that work.

Today’s Presenters

Jon Miller, VP Marketing, Marketo

Joan Babinski, VP Marketing, Brainshark

About Jon Miller • Co-founder of Marketo • Leads strategy and

execution • Named a Top 10 CMO by

CMO Institute • Stanford MBA

Today’s Agenda

• Changing buyer behaviors • Social lead nurturing • Seed nurturing

Jon Miller VP Marketing Marketo @jonmiller2

SALES REP SALES REP

BUYER

THEN NOW

Information Availability

• Information Scarcity

• Information Online

• Information Abundance

Marketing Processes

• Brand and Awareness

• All Leads Passed to Sales

• SEO, PPC Email • Lead Nurturing

and Scoring

• Social and Content Marketing

• “Seed Nurturing”

Before Google

Before Social Now

Two Key Phases

“Lead Nurturing” “Seed Nurturing”

After Registration Before Registration

Making it easy to share

All

Nam

es

Pros

pect

&

Recy

cled

Enga

ged

Lead Nurturing

Social Prospects Not Ready to Buy Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

Opportunity

Sale

s Le

ad

MQL SAL

SQL

Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLN

Social Listening

RPM

RPM ROI Email

Social Activity

Social Response

Social Scoring is Liked on Facebook

+35 Lead Score

• Segment campaigns based on social interactions • Trigger follow-up campaigns based on social media interactions • Adjust lead scoring to reflect social conversations • Notify sales reps when prospects & customers make interesting comments

Seed Nurturing

• Make valuable content freely available

• Share it: – RSS – Facebook – Social influencers

Social Increasing as Traffic Driver

Organic SEO = 30% Social = 10% but growing 8X faster

Make Your Content Social

Mobile Content

• Short attention spans • Actionable: click to call; short forms; QR codes; SMS • Video works great

Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066

Key Takeaways • Buyers will opt out, screen

out, throw out • Always be helping / be

remarkable and relevant • Set your content free • Convert traffic into prospects • Nurture: Only 20% of new

qualified Prospects are ready to engage with Sales

About Joan Babinski • Founder and VP of

Marketing • Leads marketing and

demand generation • Former VP USTrust • Babson College MBA

Today’s Agenda

• Why video & mobile matters for social

• Styles of video • Best practices & examples

to drive demand

Joan Babinski VP Marketing Brainshark, Inc. @jabobabo

Why Video for Seed Nurturing?

Why do people like online videos?

10% Easily shareable on social networking sites or email

Source: Harris Interactive Poll

36% Engaging and

memorable

25%

Online Video Goes Mainstream

Source: The Nielsen Company

Watch Online Videos

Source: Cisco

Mobile Video Traffic Growing 92% per Year

2010 2011 2015 Source: Cisco

Styles of Video

High Production

Value

Business Casual

User Generated

Video Infographic

Mini Webinar

Example: Video & Social

Generating Demand with Video 5 Best Practices

1. Calls to action & interactivity 2. Re-use across social & web channels 3. Combine w/ other media types 4. Optimize pages for search 5. Identify your “premium” video content

Ex: Calls to Action & Interactivity

Ex: Using Video Across Channels

Ex: Optimize Pages for Search

When Video goes Mobile: 3 Considerations

Context: How do people interact with this channel? Calls to action: Are they mobile optimized? Share-appeal: Consider your audience and THEIR audience

What can you Measure?

Content & Context: • Which video content is most attractive? • How long are you holding their attention? • On what social channels, devices • Sharing activity Demand Generation Results: • Conversions • Branded search volume • Subscribers to social channels

Key Takeaways

• Be engaging, valuable, and brief! • Video can take many forms – it doesn’t have

to be difficult or expensive • Share-ability & mobility of your video will

extend your reach & impact • Re-use & re-purpose on multiple channels • Measure effectiveness

Questions & Answers

Keep your questions coming. Type into the “ask a question” text area

and click submit.

Thank you for attending today’s webinar!

A link to the archive will be sent to you

within the next 2 business days.

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