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How to Grow Your Business with Social and Inbound marketingPresentation Transcript
How to Grow Your Business withSOCIAL & INBOUND Marketing + = #SocialContent
Your Presenters: Jamie Grenney Mark Roberge VP of Social Media & Video VP of Sales @Salesforce @HubSpot 2
Today’s Agenda:1 Metrics Your Business Should Focus On2 How to Grow Your Social Database3 Build Deeper Relationships with Prospects4 Using Social Data for Smart Marketing Decisions 3
METRICS YOURBUSINESSSHOULDFOCUS ON
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Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales The number of leads who convert into customers. 6
Leads 7
LEAD A contact who has taken an action to receive information from your company. 8
Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving 9
Track Leads by CampaignMeasure how many leads your campaigns are driving by channel
Three Key Metrics Leads The # of new leads you bring in. Marketing Qualified Leads 11
MARKETING A lead that has converted on aQUALIFIED resource that pushes them down the sales funnel.LEAD 12
MQL Examples: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in North America. A contact at a company in the US who filled out the form to request a sales demo or started a trial. A contact at a company whose role makes him/her a decision maker, e.g. a VP or Director.
Grade Your Leads
Track the # of Marketing Qualified LeadsTrack progress on these same marketing qualified events 15
Computing the Marketing SLA MQL Type Average MQL to Value per Revenue / Customer MQL Customer Close % Ebook $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Free Trial $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000
Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales 17
SALE The lead becomes a customer, resulting in a sale for your company. 18
Track #of New Customers GeneratedEnsure that your marketing efforts are bringing in new customers
HOW TO GROWYOUR SOCIALDATABASE
Attract New Prospects and Customers Leads Fill the top of the funnel 21
Traditional Approach to Lead Generation1 Drive Traffic To Your Site 3 Follow Up With Leads 2 Fill Out a Form
The Rise of the Social Customer
Engage In The Conversation
Crack The Code On Viral Marketing
Create Your Content Engine
Content Fuels Website & Social Channels55% more website visitorsfor companies that blog. 79% more Twitter followers for companies that blog.
Social Influence Major Driver of SEO http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
Know Your Audience
Create Your Content Calendar 1 Big Video / Month
Create Your Content Calendar 1 Big Video / Quarter 4 Blog Posts / Month
Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / month
Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / Month 16Tweets / month
Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month
Most Common Challenges
Targeted Calls-to-Action On All Content
Soft Offers to Capture Leads
How Social Grows Your Database
BUILD DEEPERRELATIONSHIPSWITHPROSPECTS
Staying Connected in the Mobile Age
Top Tactics To Grow Your Subscribers Advertising for Fan Acquisition Campaigns Driving to Like Gates on Facebook Like & Share Buttons On Your Website Cross-Promote Social on Emails Active Engagement on Social Channels Drum Beat of Great Content!
Listening & Engaging in Real-Time
Making Sense Of All The Data
Creating Your Social Customer Profile Campaign Attribution for Social Touches Web & Social Enhance Lead Scoring Personalize 62 Org Communications Refer to Salesforce.com Safe Harbor Statement. This presentation may contain forward looking statements.
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