Integrating Social Media with Marketing Automation

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Tips and tricks for integrating social media with marketing automation and tying real value, ROI, pipeline and revenue to your social media efforts.

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  • Mention short forms and progressive profiling
  • What needs to be different?Dance analogy:Broad top of funnel – use social and paid to get as many people to dance as possibleBut then do you just stand around waiting for someone to dance? No. Better to flirt a little (nurture). And look at their body language to see when they might be read to dance (scoring).
  • See customer preso
  • Step 1: Important to track all touches
  • Map content to the buying stage {keep it short}
  • Map content to the buying stage {keep it short}
  • This brings us to a broader discussion about visual content.Unfortunately, so many companies are producing content that there is too much to read.  To ensure our content is consumed we have to find ways to make it more visual and more consumable by our readers… InfographicsCartoonsMemesPhotosVisual note-taking These can be very simple, and with the proper promotion will likely end up with more views than the actual written content piece you created.  Inbound Marketing Slideshare:136K views ofslidesharevs 10,600 for the whitepaper itself –12.5X+Plus612 Downloads, 421 New Names
  • See customer preso
  • Make every sharing trackable, then testable and optimize over time
  • Make every sharing trackable, then testable and optimize over time
  • These are our REAL influencers.Some Marketo employees, but also others notThis is OUR Klout score
  • Integrating Social Media with Marketing Automation

    1. 1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Sweet Leads Are Made of This: Integrating Social Media With Marketing Automation Jason Miller, Sr. Manager Social Media Strategy @JasonMillerCA
    2. 2. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Jason Miller Subscribe to blog.marketo.com @JasonMillerCA 1. Worked in the music industry for 12 Years 2. Concert photographer & music blogger 3. Played in a “Hair Metal” band and released two records. 4. Guns N Roses retweeted one of my Marketo blog posts.
    3. 3. Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Easy. Powerful. Complete. Marketo makes Marketing Software that is
    4. 4. Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Your Philosophical Approach to Social is Killin’ Me
    5. 5. Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential ROI of Social is No Longer a Mystery
    6. 6. Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential A Few Presumptions • A basic understanding of marketing automation. • You are already using social media for business. • You have content. • You are ready to prove that social works for lead generation.
    7. 7. Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.
    8. 8. Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential You Better Have Content that Answers Their Questions.
    9. 9. Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 9
    10. 10. Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 10 Social Media Leads Do Not Come in a Box
    11. 11. Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential All Leads are NOT Created Equal
    12. 12. Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential But, Social Leads are NOT Ready to Buy
    13. 13. Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential But who is ready? You got them to the dance
    14. 14. Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurturing Relevance A B C D 1 2 3 Stages 1. BUYING STAGES • Early (4.1.1 cadence) • Mid and Late • Customer 2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29% Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN
    15. 15. Page 15 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Nurture DisqualifyPass to Sales Pass to Sales Fit Interest Buying Stage
    16. 16. Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Behavioral Scoring: Examples • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8
    17. 17. Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Stars and Flames show priority Full list of Interesting Moments
    18. 18. Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Processes at scale
    19. 19. Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential You Would Have Better Luck Finding…..
    20. 20. Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Making Every Campaign Social
    21. 21. Page 21 © 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 Advocates
    22. 22. Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Inbound + Outbound = Awesomeness
    23. 23. Page 23 © 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 This
    24. 24. Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Fuels Social AND Marketing Automation: So ……….Repurpose, Repurpose, then Repurpose Some More
    25. 25. Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Social Signals Influence Google
    26. 26. Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Leverage Your Employees & Advocates
    27. 27. Page 27 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Are You Ready to See Something Amazing?
    28. 28. Page 28 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Twitter for Lead Generation • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37
    29. 29. Page 29 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Gen Cards Synched to MA
    30. 30. Page 30 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Wait for it……
    31. 31. Page 31 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The Seventeen Thousand Dollar Tweet First Touch Tweet!
    32. 32. Page 32 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Prepare to Have Your Mind Blown
    33. 33. Page 33 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The Forty Thousand Dollar Facebook Post First Touch Facebook!
    34. 34. Page 34 © 2012 Marketo, Inc. Marketo Proprietary and Confidential A Social Media Marketing Badass
    35. 35. Page 35 © 2012 Marketo, Inc. Marketo Proprietary and Confidential And the Award Goes to:
    36. 36. Page 36 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
    37. 37. Page 37 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Does Facebook Work for B2B Lead Gen? Hell Yes!
    38. 38. Page 38 © 2012 Marketo, Inc. Marketo Proprietary and Confidential • Current active opportunities – specific contacts • Marketing executives at Target Enterprises • Key bloggers, reporters, and analysts • Fans of complementary solutions and competitors Heavy focus on Mobile Feed Facebook Custom Audiences – the biggest thing in Facebook since company pages
    39. 39. Page 39 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Does Facebook Work for B2B Lead Gen? Hell Yes!
    40. 40. Page 40 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Raising Affinity for the Big Delivery
    41. 41. Page 41 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Optimizing Your Facebook Page
    42. 42. Page 42 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Facebook for Lead Generation
    43. 43. Page 43 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Which Social Channel Provides the Highest ROI? (Goes to Eleven)
    44. 44. Page 44 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Slideshare: The Sleeping Giant for Lead Generation • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date
    45. 45. Page 45 © 2012 Marketo, Inc. Marketo Proprietary and Confidential How About Some Free Links? Yes Please.
    46. 46. Page 46 © 2012 Marketo, Inc. Marketo Proprietary and Confidential How About Some Free Links? Yes Please.
    47. 47. Page 47 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Give Your Content a Fighting Chance with Google Authorship:
    48. 48. Page 48 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage
    49. 49. Page 49 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Research data, funny videos, curated lists, infographics, thought leadership Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage
    50. 50. Page 50 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Short Forms Outperform Long Forms Short (5) Conversion: 13.4% Cost per: $31.24 Medium (7) Conversion: 12.0% Cost per: $34.94 Long (9) Conversion: 10.0% Cost per: $41.90
    51. 51. Page 51 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The Perfect Social Landing Page
    52. 52. Page 52 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The Rise of Visual Content 328,000 views! 17,000 views eBook Interactive Infographic
    53. 53. Page 53 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    54. 54. Page 54 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Turn on the Power of Peer to Peer
    55. 55. Page 55 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Test & Tune With Social Funnel Metrics Coloring Book Results • 289 participants shared • 354 registered downloads • 19.8% increase in registered downloads
    56. 56. Page 56 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    57. 57. Page 57 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Test & Tune With Social Funnel Metrics
    58. 58. Page 59 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Additional Resources The Definitive Guide to Social Marketing http://marketo.com/DG2SM The Definitive Guide to Marketing Metrics & ROI http://marketo.com/DG2MM Optimize Your Social Channels for Lead Generation http://www.marketo.com/ebooks/how-to- optimize-your-social-channels-for-lead- generation/

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