0
How to Engage B2B Marketers
Using Social Media

Dennis	
  Shiao	
  

Karri	
  Carlson	
  

@DNNCorp	
  
1

Carter	
  Hoste...
About
Develop Social Media Strategies and Insights for Decision Makers

2

Leadtail B2B Marketers Social Insights Report –...
Quick Poll

Are you a B2B marketer?
Do you sell to B2B marketers?
Both?
Neither (but still interested!)

3

Leadtail B2B M...
How We Generated Social Media Insights
•  Twitter as proxy for social media activity
•  Twitter activity of 500 North Amer...
Key	
  Ques;on:	
  
How	
  do	
  B2B	
  marketers	
  describe	
  themselves	
  on	
  
social	
  media?	
  

5

Leadtail B2...
Top	
  Bio	
  Keywords	
  Used	
  by	
  B2B	
  Marketers	
  

Based on keywords used in the Twitter profile.
6

Leadtail B...
Actionable Insights
•  B2B marketers use their Twitter profiles to describe who they are
professionally and personally
Rec...
Key	
  Ques;on:	
  
Which	
  social	
  networks	
  are	
  B2B	
  marketers	
  ac;ve	
  on?	
  

8

Leadtail B2B Marketers ...
Top	
  Social	
  Networks	
  Used	
  for	
  TwiEer	
  Cross-­‐Pos;ng	
  
100%

Twitter
35%

LinkedIn
18%

Instagram

13%

...
Actionable Insights
•  B2B marketing pros are active on a number of social networks
including many that cross-post to Twit...
Key	
  Ques;on:	
  
What	
  conversa;ons	
  do	
  B2B	
  marketers	
  engage	
  in?	
  

11

Leadtail B2B Marketers Social...
Top	
  Hashtags	
  Used	
  by	
  B2B	
  Marketers	
  

12

Leadtail B2B Marketers Social Insights Report – September 2013
...
Actionable Insights
•  Popular hashtags reveal which topics and events are catching
the attention of B2B marketers
•  Thes...
Key	
  Ques;on:	
  
What	
  content	
  sources	
  do	
  B2B	
  marketers	
  most	
  
engage	
  with?	
  

14

Leadtail B2B...
Content	
  Sources	
  Shared	
  by	
  B2B	
  Marketers	
  
eCommerce
(e.g. Amazon)

1%

•  Industry media sites are the
mo...
Top	
  25	
  Most	
  Shared	
  Industry	
  Media	
  Sources	
  
11. 

1. 

Mashable

2. 

Business Insider

3. 

Business ...
Top	
  25	
  Most	
  Shared	
  Mainstream	
  Media	
  Sources	
  
11. 

1. 

Forbes

2. 

Huffington Post

3. 

HBR Blogs
...
Actionable Insights
•  B2B marketers read, tweet, and share both industry and
mainstream media content
•  Top vendors are ...
Key	
  Ques;on:	
  
Which	
  vendors	
  most	
  influence	
  B2B	
  marketers?	
  

19

Leadtail B2B Marketers Social Insig...
Vendors	
  Retweeted	
  the	
  Most	
  by	
  B2B	
  Marketers	
  

• 

Leading B2B vendors are
increasingly becoming like
...
Top	
  50	
  Vendors	
  Most	
  Retweeted	
  by	
  B2B	
  Marketers	
  
11. 

1. 

@HubSpot

12. 
13. 

2. 

@salesforce

...
Actionable Insights
•  Top B2B vendors have not only embraced content marketing but
are truly becoming publishers in the e...
Best Practices
•  Enlist executives, influencers, and customer
advocates to share, mention, and retweet content
(Marketo)
...
Key	
  Ques;on:	
  
Which	
  people	
  most	
  influence	
  B2B	
  marketers?	
  

24

Leadtail B2B Marketers Social Insigh...
People	
  Men;oned	
  Most	
  by	
  B2B	
  Marketers	
  

Being mentioned is a sign that
a person is an active part of
the...
Top	
  50	
  People	
  Most	
  Men;oned	
  by	
  B2B	
  Marketers	
  
11. 

1. 

@jaybaer

12. 
13. 

2. 

@BrennerMichael...
Actionable Insights
•  Key influencers build their “brand” by leveraging content: speaking
engagements, books, their own b...
Best Practices
•  Top influencers tweet a LOT… 10 to 20+ times daily
•  Create a consistent persona through original and
c...
Key	
  Ques;on:	
  
What	
  are	
  the	
  main	
  webinar	
  takeaways?	
  

29

Leadtail B2B Marketers Social Insights Re...
Key Takeaways
1. Participate on more than one social network (LinkedIn and Twitter
are good choices) and look to experimen...
What’s Next?
• 

Download the full report: http://bit.ly/LTB2B2013

• 

Tweet us your feedback @Leadtail @DNNCorp

• 

Fol...
Upcoming SlideShare
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[WEBINAR] How B2B Marketers Engage on Twitter | Leadtail & DNN Software

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If you’re a B2B marketer or a marketer that sells to these highly coveted decision makers, you’ll want to join us for our upcoming webinar: How to Engage B2B Marketers Using Social Media.

During this webinar, we’ll reveal 5 critical insights you can apply right now to better reach and engage B2B marketers on social media. By incorporating these insights into your marketing playbook, you’ll answer questions like:

• Which social networks and platforms should you be active on?
• What topics should you build your content marketing strategy around?
• Which publications should you leverage for PR and online advertising?
• What are the top B2B vendors doing right, and how can you do it right too?
• How can you become more influential with B2B marketers?

These strategies reflect the findings of a recent report prepared by Leadtail in collaboration with DNN, which summarizes the activity of 500 B2B marketers on Twitter from June 1 to August 31, 2013

Check out these slides and discover how you can use social insights to better reach, engage, and influence B2B marketers.

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Transcript of "[WEBINAR] How B2B Marketers Engage on Twitter | Leadtail & DNN Software"

  1. 1. How to Engage B2B Marketers Using Social Media Dennis  Shiao   Karri  Carlson   @DNNCorp   1 Carter  Hostelley   @Leadtail   @Leadtail  
  2. 2. About Develop Social Media Strategies and Insights for Decision Makers 2 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  3. 3. Quick Poll Are you a B2B marketer? Do you sell to B2B marketers? Both? Neither (but still interested!) 3 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  4. 4. How We Generated Social Media Insights •  Twitter as proxy for social media activity •  Twitter activity of 500 North American B2B marketers (manager and up) •  Over 90-day period: June 1 to Aug 31, 2013 •  Analyzed 113,039 tweets and 70,245 links •  Total follower reach: 1,156,532 •  Median number of followers: 894 4 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  5. 5. Key  Ques;on:   How  do  B2B  marketers  describe  themselves  on   social  media?   5 Leadtail B2B Marketers Social Insights Report – September 2013
  6. 6. Top  Bio  Keywords  Used  by  B2B  Marketers   Based on keywords used in the Twitter profile. 6 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  7. 7. Actionable Insights •  B2B marketers use their Twitter profiles to describe who they are professionally and personally Recommendation: Consider social bio keywords when developing your buyer personas, marketing copy, and direct sales approach 7 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  8. 8. Key  Ques;on:   Which  social  networks  are  B2B  marketers  ac;ve  on?   8 Leadtail B2B Marketers Social Insights Report – September 2013
  9. 9. Top  Social  Networks  Used  for  TwiEer  Cross-­‐Pos;ng   100% Twitter 35% LinkedIn 18% Instagram 13% Foursquare 8% Vine Paper.li Facebook 5% 3% Pinterest 2% Quora 2% Spotify 1% Tumblr 1% % of B2B Marketers that shared between this network + Twitter during the report period. 9 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  10. 10. Actionable Insights •  B2B marketing pros are active on a number of social networks including many that cross-post to Twitter •  Though LinkedIn is most popular, it isn’t all work and no play as B2B marketers also use Instagram, Foursquare, and Vine Recommendation: Don’t limit yourself to LinkedIn when looking to reach and engage B2B marketers 10 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  11. 11. Key  Ques;on:   What  conversa;ons  do  B2B  marketers  engage  in?   11 Leadtail B2B Marketers Social Insights Report – September 2013
  12. 12. Top  Hashtags  Used  by  B2B  Marketers   12 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  13. 13. Actionable Insights •  Popular hashtags reveal which topics and events are catching the attention of B2B marketers •  These include broad topics, specific events, and local and national news Recommendation: Consider hashtags when developing content marketing, deciding which events to invest in, and what topics to engage in 13 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  14. 14. Key  Ques;on:   What  content  sources  do  B2B  marketers  most   engage  with?   14 Leadtail B2B Marketers Social Insights Report – September 2013
  15. 15. Content  Sources  Shared  by  B2B  Marketers   eCommerce (e.g. Amazon) 1% •  Industry media sites are the most common source of content shared •  The majority of mainstream media content shared is business and strategy focused Mainstream Media 25% Industry Media 62% •  Social media platforms are used to share both job-related and personal interest content Social Media 11% % of 100 Most Popular Shared Content Sources 15 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  16. 16. Top  25  Most  Shared  Industry  Media  Sources   11.  1.  Mashable 2.  Business Insider 3.  Business 2 Community 4.  Hubspot Blog 5.  MarketingProfs 6.  TechCrunch 7.  Content Marketing Institute 8.  Advertising Age 9.  Social Media Today 10.  VentureBeat 16 12.  13.  14.  15.  16.  17.  18.  19.  20.  21.  22.  23.  24.  25.  Leadtail B2B Marketers Social Insights Report – September 2013 BtoB  Online   CMSWire   B2B  Marke@ng  Insider   Social  Media  Examiner   GigaOM   ZDNet   Mediapost   Eloqua  Blog   All  Things  D   ClickZ   Search  Engine  Watch   eConsultancy   Salesforce   MediaBistro   eMarketer   #B2Bsocialinsights
  17. 17. Top  25  Most  Shared  Mainstream  Media  Sources   11.  1.  Forbes 2.  Huffington Post 3.  HBR Blogs 4.  New York Times 5.  Inc. Magazine Fast Company 7.  WIRED 15.  16.  17.  18.  19.  20.  8.  Wall St. Journal 9.  Entrepreneur 17 13.  14.  6.  10.  USA Today 12.  21.  22.  23.  24.  25.  Leadtail B2B Marketers Social Insights Report – September 2013 BuzzFeed   WSJ  Blogs   BusinessWeek   CNN   Washington  Post   Bloomberg   NPR   Yahoo!  Finance   Fast  Co.  Create   Quartz   Fast  Co.  Design   CNET  News   The  Verge   The  Guardian   Medium   #B2Bsocialinsights
  18. 18. Actionable Insights •  B2B marketers read, tweet, and share both industry and mainstream media content •  Top vendors are starting to cross the divide, becoming more like publishers in the eyes of some B2B marketers (more on this in a moment…) Recommendation: Use both industry and mainstream publications for your online advertising, PR, and content marketing “bylines” 18 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  19. 19. Key  Ques;on:   Which  vendors  most  influence  B2B  marketers?   19 Leadtail B2B Marketers Social Insights Report – September 2013
  20. 20. Vendors  Retweeted  the  Most  by  B2B  Marketers   •  Leading B2B vendors are increasingly becoming like publishers •  Which vendors are winning the content marketing war to reach and engage B2B marketers? 20 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  21. 21. Top  50  Vendors  Most  Retweeted  by  B2B  Marketers   11.  1.  @HubSpot 12.  13.  2.  @salesforce 14.  15.  3.  @Eloqua 4.  @marketo 5.  @forrester 6.  @LinkedIn 21.  7.  @Gartner_inc 23.  8.  @ExactTarget 25.  9.  @siriusdecisions 27.  10.  @hootsuite 29.  16.  17.  18.  19.  20.  22.  24.  26.  28.  30.  @kapost @Pardot @Oracle @twitter @SAP @ShareThis @Moz @unbounce @DnBUS @Microsoft @AMA_Marketing @MakingTheNumber @Adobe @BoxHQ @IDC @Nimble @linkedinselling @marketingcloud @McK_CMSOForum @IBM 31.  32.  33.  34.  35.  36.  37.  38.  39.  40.  41.  42.  43.  44.  45.  46.  47.  48.  49.  50.  @Dell @MailChimp @KISSmetrics @SproutSocial @Loyalty360 @Impactbnd @Silverpop @CSC @sellingtools @SDL @Demandbase @Vocus @AMAnet @IBMbigdata @Brainzooming @Desk @Dreamforce @InsideSales @Achievers @ioninteractive * Based on unique # of B2B marketers in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers. 21 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  22. 22. Actionable Insights •  Top B2B vendors have not only embraced content marketing but are truly becoming publishers in the eyes of B2B marketers Recommendation: Understand what top vendors are doing with their content marketing and follow their lead to reach and engage B2B marketers Best Practices: So what are top vendors doing to make our list? 22 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  23. 23. Best Practices •  Enlist executives, influencers, and customer advocates to share, mention, and retweet content (Marketo) •  Deploy multiple handles to deliver targeted content to specific audiences (Salesforce) •  Position their blogs as the hub of their content marketing strategy (Hubspot) •  Publish compelling content that drives conversations between B2B marketers at all levels (Eloqua) 23 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  24. 24. Key  Ques;on:   Which  people  most  influence  B2B  marketers?   24 Leadtail B2B Marketers Social Insights Report – September 2013
  25. 25. People  Men;oned  Most  by  B2B  Marketers   Being mentioned is a sign that a person is an active part of the social dialogue This word cloud shows the people mentioned most by B2B marketers 25 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  26. 26. Top  50  People  Most  Men;oned  by  B2B  Marketers   11.  1.  @jaybaer 12.  13.  2.  @BrennerMichael 14.  15.  3.  @funnelholic 4.  @markwschaefer 5.  @briansolis 6.  @jowyang 21.  7.  @wittlake 23.  8.  @mvolpe 25.  9.  @HeinzMarketing 27.  10.  @jonmiller 29.  16.  17.  18.  19.  20.  22.  24.  26.  28.  30.  @rwang0 @ShellyKramer @leeodden @ardath421 @jeffbullas @jchernov @PamMktgNut @TonyZambito @ValaAfshar @garyvee @JoePulizzi @jill_rowley @Robert_Rose @TedRubin @JasonMillerCA @mitchjoel @dharmesh @ckburgess @TomPick @GuyKawasaki 31.  32.  33.  34.  35.  36.  37.  38.  39.  40.  41.  42.  43.  44.  45.  46.  47.  48.  49.  50.  @GerryMoran @MeghanMBiro @dmscott @MargaretMolloy @juntajoe @copyblogger @smallbiztrends @heidicohen @DaveKerpen @MargieClayman @ariannahuff @kimgarst @ducttape @bhalligan @remarkmarketing @jbecher @EricTTung @IanCleary @cahidalgo @Marketri * Based on unique # of B2B marketers in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers. 26 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  27. 27. Actionable Insights •  Key influencers build their “brand” by leveraging content: speaking engagements, books, their own blogs, “bylines” and/or senior positions: CMO, SVP, VP, etc. at leading vendors Recommendation: Follow these influencers, share their content, build relationships with them… while you start building your own brand with B2B marketers Best Practices: So what are these people doing to make our list? 27 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  28. 28. Best Practices •  Top influencers tweet a LOT… 10 to 20+ times daily •  Create a consistent persona through original and curated content •  Engage with other B2B marketers, vendors, and publications on high profile topics of interest •  Use social channels to drive blog traffic, email signups, event registrations, and audience growth on other social media channels 28 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  29. 29. Key  Ques;on:   What  are  the  main  webinar  takeaways?   29 Leadtail B2B Marketers Social Insights Report – September 2013
  30. 30. Key Takeaways 1. Participate on more than one social network (LinkedIn and Twitter are good choices) and look to experiment with others 2. Consider social media bio keywords and hashtags when developing buyer personas, brand messaging, content marketing, and direct sales strategies – Think Social SEO 3. Target the right media sources to drive your online advertising, PR, and byline strategies 4. Invest in a robust content marketing strategy, and get your executives, employees, and brand advocates involved in sharing it 5. Follow and engage top influencers, while you develop your strategy for becoming one too! 30 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  31. 31. What’s Next? •  Download the full report: http://bit.ly/LTB2B2013 •  Tweet us your feedback @Leadtail @DNNCorp •  Follow Leadtail on SlideShare for future reports! 31 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
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