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Making B2B Lead Gen Social

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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, …

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

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  • 1. Making  B2B  MarkeAng  Social    Contact:    Leahanne.Hobson@Alinea-­‐Partners.com  November  2012  
  • 2. Tradi&onal  Marke&ng  +  Social  Media  …   + =
  • 3.  ’I  can’t  hear  you  …!’   Aligned  ‘Engaged’     Today’s     Buyer’s  World   (Sales!)   Vendor’s  World   Old  MarkeAng    Messages  aren’t  being   heard  
  • 4. We  Need  a  New  Model  FOR  GETTING  NOTICED  AND  GETTING  BOUGHT  
  • 5. What  Stage  are  You?  Status Quo Impact Breakthrough!
  • 6. 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    
  • 7. How?  
  • 8. What  social  media  plaLorms  do  you  use?  •  LinkedIn       85%  •  TwiPer       70%  •  Facebook       54%  •  YouTube     53%  •  Pinterest     18%  
  • 9. What  about    …  
  • 10. 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  
  • 11. 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.  
  • 12. 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  
  • 13. 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  
  • 14. MicrosoW  Office  365   Learnings  (Removed  do  to  informaAon  SensiAvity   for  greater  audiences)  
  • 15. Partner  Landing  Page   Learnings   F(REMOVED  DO  TO  INFORMATION  SENSITIVITY  FOR  GREATER  AUDIENCES)  
  • 16. 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  
  • 17. 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
  • 18. The  Process   REACH   POST   INQUIRY   PURCHASE   CONSIDERATION   SELECTION   - Search - Find - Qualify - Experience EVALUATION   - Refer -  Try - - Advise - Activate -  Advise - - Customer - Manage - Cross & - Support Upsell
  • 19. 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, SurveyContent  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  
  • 20. ‘Buyers  are  Liars’   Personas Progressive Profiling Match Content to Buyers Personalise Earn Trust
  • 21. Nurture  Campaigns  •  Batch  &  Blast  •  Simple  Drip  •  MulA-­‐track,  MulA-­‐Step:   –  Triggered  CommunicaAons   –  Match  content  to  buyer  stage  
  • 22. Now.  Increase  Engagement  &    Experience   Survey Freemium Assessment Trial Customer Video Video Pres Live Demo Flash Demo Online community Case study whitepaper
  • 23. Engagement  &  Experience  
  • 24. Maximise  Content  Crea&on  -­‐  1  To  Do  List,  or  ...      
  • 25. 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  
  • 26. Thank  you!  
  • 27. Addendum  
  • 28. Define  Value   Draw Who Cares? Lose  CompeAAon’s   Business   Business   Benefits   Benefits   Customer  Need  

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