A comprehensive overview of B2B lead gen using social media. Covers: skills needed, traditional marketing role, landing pages/homepages, tips and tricks, getting started, the buyers' journey,trends, strategies, lead generation, lead nurturing, content, content marketing

1. Making
B2B
MarkeAng
Social
Contact:
Leahanne.Hobson@Alinea-­‐Partners.com
November
2012

2. Tradi&onal
Marke&ng
+
Social
Media
…
+ =

5. ’I
can’t
hear
you
…!’
Aligned
‘Engaged’
Today’s
Buyer’s
World
(Sales!)
Vendor’s
World
Old
MarkeAng
Messages
aren’t
being
heard

6. We
Need
a
New
Model
FOR
GETTING
NOTICED
AND
GETTING
BOUGHT

7. What
Stage
are
You?
Status
Quo
Impact Breakthrough!

8. New
Skills
Needed
for
Modern
Marke&ng
• A
Digital
Way
of
Life
• Knows
Big
Data
is
Here
• Understands
it’s
Social
and
Mobile
• Collaborates
with
Sales
and
IT

9. How?

10. What
social
media
plaLorms
do
you
use?
• LinkedIn
85%
• TwiPer
70%
• Facebook
54%
• YouTube
53%
• Pinterest
18%

11. What
about
…

12. A
Few
Unsung
Heros
• Borrow
from
B2C
-­‐-­‐
Affiliate
Marke&ng
– Bring
more
traffic
to
your
site!
• Do
not
ignore
SEO
– They
will
not
buy
if
they
cannot
find
you!
• Do
not
undervalue
– Appeals
to
user
experience
desire
and
&meframe
• Develop
and
leverage
your
Editorial
Boards

13. You
Tube
SEO
Tricks
• Closed
Cap&ons
• Add
the
script
in
the
descrip&on
• Name
the
video
file
with
key
words
• Create
a
more
engaging
video
• Authorita&ve
YouTube
Channel
• Pos&ng
HD
Videos
Instead
of
SD
• Having
a
relevant
headline
with
proper
keywords
• Pucng
your
link
in
the
descrip&on
above
other
content
with
hPp://
• Including
tags
from
other
videos
which
rank
well
for
the
keywords
that
you
are
targe&ng
• Giving
a
call
to
ac&on
at
the
end
of
the
video
for
liking
your
video
and/or
subscribing
to
your
channel.

14. Facebook
Tips
• Shorter
posts
Receive
23%
Higher
Interac&on
• Don’t
Neglect
Weekends
• Early
Week
Posts
Drive
More
Engagement
Than
Midweek
• Out
of
Office
Hour
Posts
Drive
14%
More
Engagement
• Pos&ng
1
or
2
&mes
a
day
Drives
19%
Higher
Engagement
• Images
Get
39%
More
Engagement
Than
Average
• Full
URL’s
Get
16%
Higher
Interac&on
than
Shortened
URLs
• Posts
With
Ques&ons
Get
92%
higher
Higher
Comments
• Placing
Ques&ons
at
the
End
Gets
15%
Higher
Interac&on
• Asking
Users
to
Cap&on
Images
Gets
5
Times
Higher
Comments
• “Fill
in
the
Blank”
strategy
Gets
4
Times
More
Comments
• Posts
With
Emo&cons
Get
52%
Higher
Interac&on
Rates

15. Pinterest
Tips
#1:
Use
Infographics
#2:
Use
Ebooks,
Guides
&
White
Papers
• add
aPrac&ve
cover
images
#3:
Engage
Your
Fans
• ask
people
to
like
your
pin
or
to
ask
people
ques&ons
in
the
descrip&on,
which
will
encourage
them
to
comment
on
it.
#4:
Display
Your
Work
Culture
• Get
to
know
each
other
#5:
Pin
Brand-­‐Related
Images

16. MicrosoW
Office
365
Learnings
(Removed
do
to
informaAon
SensiAvity
for
greater
audiences)

17. Partner
Landing
Page
Learnings
F(REMOVED
DO
TO
INFORMATION
SENSITIVITY
FOR
GREATER
AUDIENCES)

18. 1. Page
Headline
&
Copy
Match
6.
BuPons
and
Calls
to
Ac&on
–
Stand
Out!
• Don’t
forget
SEO
7.
Easy
on
the
Links!
2. Clear
&
Concise
Headlines
• Never
take
them
off
your
page
3. Impeccable
Grammar
8. Use
Images
that
Relate
to
Copy
4. Take
Advantage
of
Trust
Indicators
9. Keep
it
Above
the
Fold
5. Use
a
Strong,
Visable
Call
to
Ac&on
10. Constantly
Test
and
Change

19. Now
what?
TOUCHES
Web Traffic Visit to lead conversion rate
On Target Leads Cost; Lead to opportunity conversion rate
Opportunities Cost; Lead to won sale conversion rate
Sales Cost; total revenue goal
Quantity of On Target Leads must equal Total Revenue Goal

21. The
Process
REACH
POST
INQUIRY
PURCHASE
CONSIDERATION
SELECTION
- Search
- Find
- Qualify - Experience EVALUATION
- Refer
- Try
- - Advise
- Activate - Advise
- - Customer
- Manage - Cross &
- Support Upsell

22. Win/Loss
Purchase
Post
Training, How Tos, New service
announcements, customer sat surveys
EvaluaAon
SelecAon
Assessment, Freemium,
Product demos, short videos,
Testimonials Try, Freemium, Survey
ConsideraAon
Internal whitepaprs, vendored
sponsored webcasts,Case studies,
customer testimonials, Survey
Content
Mapping
Inquiry
3rd party white papers,
webcasts, advertised
Events, brochures
CRM
Mngr
Marke&ng
Marke&ng
Segment/
Specialist
Demand
persona
Director
Director
Owner
Sales
Gen

23. ‘Buyers
are
Liars’
Personas
Progressive Profiling
Match Content to
Buyers
Personalise
Earn Trust

24. Nurture
Campaigns
• Batch
&
Blast
• Simple
Drip
• MulA-­‐track,
MulA-­‐Step:
– Triggered
CommunicaAons
– Match
content
to
buyer
stage

25. Now.
Increase
Engagement
&
Experience
Survey
Freemium
Assessment
Trial
Customer Video
Video Pres
Live Demo
Flash Demo
Online community
Case study
whitepaper

26. Engagement
&
Experience

27. Maximise
Content
Crea&on
-­‐
1
To
Do
List,
or
...

28. Take
Aways
• It
is
all
about
Content
• The
linear
sales
funnel
is
dead
• Align
to
marke&ng
automa&on
• Big
Data
&
Social
Selling
(personalized,
individualized,
behaviours)
are
on
the
rise
• Focus
on
social
media
that
works
• Don’t
throw
the
baby
out
with
the
bathwater
• Sales
&
marke&ng
alignment
is
more
important
than
ever
• Watch
Mobile
• Prove
value

29. Thank
you!

30. Addendum

32. Define
Value
Draw
Who Cares? Lose 
CompeAAon’s
Business
Business
Benefits
Benefits
Customer
Need