What's Hot with Paid Social? SMX Advanced 2013Presentation Transcript
Jeffrey Jewett, Demand Gen @optifySMX ADVANCEDWhat’s Hot withPaid Social?Follow me @jeffreyajewett
2Tweet @jeffreyajewett #smx #13BGuru Free ZoneNo PredictionsThis is an action-oriented and data-driven presentation.
3Tweet @jeffreyajewett #smx #13BDeciding what to present
4Tweet @jeffreyajewett #smx #13B
5Tweet @jeffreyajewett #smx #13B
6Tweet @jeffreyajewett #smx #13BThings I wanted to talk about…Requires $15K minimummonthly spendMust be purchased through 3rd party(AdRoll, Bizo, etc.)
7Tweet @jeffreyajewett #smx #13BSo, I took the scientific approach.
8Tweet @jeffreyajewett #smx #13BWhat’s actually hot with paid social? 1/3rd B2B marketers say theirdemand generation budgetswill grow >20% in 2013 Increased spend will result insocial campaignmeasurement being morealigned with its contributionto the sales pipeline andrevenue Paid social is finally acceptedas a positive ROI demandgeneration source
9Tweet @jeffreyajewett #smx #13BWe have a responsibility to…
10Tweet @jeffreyajewett #smx #13BEmphasis on volume & quality You can no longer sell “fluffy”metrics to your team It’s less about likes and followsand more about lead volume andopportunities. 46.5% of marketers haveidentified the need for improvedlead quality over quantity in paidsocial as a top priority in 2013 We all know clients & teams wanthigher quality leads and it’s time todeliver!
13Tweet @jeffreyajewett #smx #13BTwitter Twitter is by far the best social mediasource for leads, outperforming bothFacebook and LinkedIn in conversionrates for B2B marketers Higher-than-average conversion ratescompared to other sources, includingorganic search and direct Twitter has been investing in its adplatform and targeting, resulting inhigh-quality, high-converting andengaged leads
14Tweet @jeffreyajewett #smx #13BWhat’s NEW with Twitter? Keyword Targeting inTimelines This new feature enablesadvertisers to reach usersbased on the keywords in theirrecent Tweets and the Tweetswith which users recentlyengaged
15Tweet @jeffreyajewett #smx #13BTell me something I didn’t know!Did you already know aboutKeyword Targeting inTimelines?You want something a littlemore fresh?
16Tweet @jeffreyajewett #smx #13BWhat’s BRAND NEW with Twitter? Twitter just released its newLead Generation Cards A new way for users to express aninterest in your offers directly fromwithin the Twitter platform According to Twitter’s blog: “Users can easily and securelyshare their email address with abusiness without leaving Twitter orhaving to fill out a cumbersomeform.”
17Tweet @jeffreyajewett #smx #13B
18Tweet @jeffreyajewett #smx #13BLead gen card breakdownYour Tweet
19Tweet @jeffreyajewett #smx #13BTwitter + Salesforce Seamless integration Ability to customize with hidden fields Tied to your autoresponse emails and lead nurturing programs ROI measurement & analytics
20Tweet @jeffreyajewett #smx #13BRememberDrop all of your new leads into a nurturing campaign so you cancontinue serving them compelling content until they’re ready for aconversation with Sales.…and don’t forget to track, measure and reﬁne all of yourcampaigns!
21Tweet @jeffreyajewett #smx #13BAdditional resourcesInterested in learning how to build these cards?Use this guide to set up your campaigns in 10 easy steps:bit.ly/LeadGenCardsCreated by @daniepote