Thanks so much Christopher. And thanks so much to everyone for joining us today! I know a lot of you have downloaded to eBook or at least read one of the sections, so I think you’ll find the campaign framework interesting and will really walk away with some practical tactics that you can implement in your own campaigns.
I wanted to start by giving you an overview of the components we created to build this campaign. We started, of course with our offering. Like Christopher said, we wanted to offer content that really emphasized the importance of building a process around marketing automation and the tools & resources necessary to do that – because the more solid your process is, the better results you’re going to have with the technology. We created The Quintessential Marketing Automation Guidebook – which we wanted to be an all inclusive eBook offering a high-level look at the components and process necessary to really succeed with marketing automation. As Christopher said, marketing automation is about a lot more than just technology – the people and the process are critical success factors as well. So we envisioned an offering that really drove that home.
So now we had an idea of what we wanted to eBook to be about. We needed to come up with a way to produce valuable content so we brought in industry experts from all different specialties – be it building a process, tracking metrics, impact on sales, or content creation. So we contacted 9 well-respected thought leaders in marketing automation and asked them each to contribute a section to the eBook. Each author picked their own topic around marketing automation and then wrote a section on it. We designed it so that each section could exist separately as a stand alone download – the eBook is a compilation of all of them.
So we have our offering. Now how are we going to get it out there?
We then created an 8-week lead nurturing process using our DemandBooster product pictured here. We used 4 of and offered a section every 2 weeks. The goal being, for the recipient to eventually enter their information and register to receive the entire guide. The components of the lead nurture were emails, prospect pages, and blog posts.
So, now let’s discuss integrating social media with our lead nurturing campaign. We really did that in three ways.
We built interactive share chicklets into the eBook so readers could tweet and share directly from the PDF. And if you haven’t seen the eBook, I have a later slide that shows you what that looks like. For those of you that are fairly new to social media – let me explain what a social share icon or chicklet is…. Social Sharing is the menu bar that you see a lot of times in blogs or on our web sites, where you can click on each icon and share it with your social network in that particular outlet. So here you can share it over twitter, facebook, or linkedin.
As part of our social media strategy we embedded social share icons into the eBook. Idea being, readers could be reading a section and immediately share it with their friends driving more downloads. We thought twitter would be the most effective, so that’s what we used in The ebook.
At the bottom of each page, the reader could hit the “retweet this” icon, a pre-populated twitter feed would come up mentioning the section and author and linking to it. The nice thing is, the author would then see mentions of themselves in tweets and retweet would have the opportunity to retweet it. They also had the option to email it to a friend or follow us (Manticoretech) on twitter – where we would be tweeting about other chapters, mentions, etc.
So, now let’s discuss how our lead nurturing process worked and how we integrated social media.
And just to offer a quick explanation of what a lead nurturing process is for those of you that aren’t familiar. It allows you to create a multi-touch email campaign and communicate with the recipient based on their activity or response.
So in this scenario, Like I mentioned before, we created an 8-week lead nurturing campaign offering 4 of the 9 chapters.
With our primary call-to-action being to download the section offered. Each email offered a section of the eBook requiring no registration to donwload it. Secondary, was a call-to-action to download the guide. We then were able to create a follow-up based on their decision:
If they downloaded the section but didn’t register, they received a follow-up email thanking them for their download and a link to the section author’s follow-up interview on the blog.
If they downloaded the eBook, they received a follow-up thanking them for their download and a link offering them an opportunity to take an online demo of our product. They would then be removed from the lead nurture because they had registered and become a lead
If they registered for the chapter but didn’t subsequently download the guide or if they took no action at all, they remained in the nurture and were sent another offering for another section the next week.
The other social media initiative I mentioned was simultaneous to the lead nurturing process posting section reviews and interviews on our blog. So what I really want to stress here, is content re-purposing. And this is really the meat of your social media strategy. This is an example of the blog post review…
Just a quick summary to entice the reader to download the section. This drives registrations because they then have the option to download the eBook directly from the section.
We also used this section as an offering in our lead nurturing campaign. Like I mentioned, anyone who downloaded the section from the nurture received a follow-up email driving them to a follow-up interview.
We conducted a follow-up interview with the author and posted it two weeks later. The follow-up interview linked back to the summary post, which linked to the eBook prospect page. On several occasions the follow-up interview produced more downloads than the original post.
Point being – a big part of social media is making your content make as much noise as possible. So re-purposing your content allows you to do that, while at the same time giving the appearance that you’re offering fresh, valuable content. Modern marketing is all about hitting the right person, with the right message at the right time. Re-purposing gives you a way to do that without creating a bunch of new stuff.
This one section of the eBook was re-purposed 4 times. And we did that with several other sections as well.
So if you look at calendar distribution, this is how it fits togetherer. We had a 4-touch nurture process with an email going out every two weeks.
At the same time, we were creating a blog post summary twice a week and an interview follow-up twice a month. I know at the bottom it looks like a ton of blog posts and a lot of work. But remember this is re-purposed content so you’re using the same thing over again and just tweaking it a little. That being said, it still takes some time & effort. So make sure you have someone willing to devote some time to managing the social media piece.
Also, at the top, the reason the lead nurtures are staggered is because we were adding a new list of leads into the process each month. This allows us to spread out the lead flow to sales, so they don’t get bogged down with new leads and not get to follow-up promptly.
The last social media initiative was developing an organized and tactical approach to fostering author participation in the social media promotion. Part of the reason we chose to have multiple thought leaders participate in this project was because we knew if presented correctly, they could hugely impact the campaign’s success.
However, it takes more than just saying, “hey could please help promote this eBook.” For a campaign lasting twelve weeks, you need a strategic action plan to really leverage your author’s popularity and influence in the space. So, it’s important to give a single, simple action that each author can easily implement – otherwise the thought of promoting it becomes overwhelming with everything else they have going on.
So, we initiated a partnerships between authors that were highly active in social media, to review each other’s section on their blogs. We also notified authors when and where section reviews and interviewed were posted so they could tweet it, link to it, re-purpose it, ect. It’s a win-win for both of us, they are gaining exposure as a thought leader, while at the same time, driving eBook downloads.
As I mentioned before, part of our selection process for authors included how active they were in social media – we chose authors that we knew had active blogs, twitter followings and forums.
Also, we gave them an incentive to promote each other’s sections, because each section linked to the complete eBook which they were featured in, so ultimately, it was a win for them to promote other thought leaders.
So, as we mentioned, this was the most social media integrated campaign we’ve ever producted. And we put a ton of extra effort into the social media piece of it, so tracking its impact was important. And the results were pretty amazing:
For Lead Generation: This campaign generated 175% more lead than previous non-integrated campaigns
Now, 82% of those leads came from our lead nurturing campaign. So still the vast majority of overall leads are coming in thru direct emails. But we did have 18% come directly from social media efforts, meaning they had not received an email from us about the eBook at all.
But to really measure the impact of a campaign, you need to look at more than just number of leads generated. So we also look at opportunities – which is a lead that is actively looking for a marketing automation solution and has engaged with our sales team.
60% of total opportunities from this campaign came from social media efforts. Meaning the quality of leads coming in thru social media outlets were more qualified than those coming from email. Also, the potential revenue from social media initiatives was 2X more than from our lead nurturing efforts.
Campaign ROI for this project. YTD is 117% ROI potential, which is based on the # of opportunities that resulted from this campaign that are still in the pipeline is 1055%.
That’s a pretty big win for marketing. We spent around $20,000 on the campaign and we have over $210,000 of worth of deals in the pipeline Year-to-Date. And the campaign is actually still running, so I’m sure we’ll end up exceeding that number.
If we were take all the opportunities coming in from email only (taking opportunities resulting directly from social media – our ROI potential would be 256%.
So, you’re looking at a difference of about 800%.
So, I think those results answer our initial question: Does Social Media Drive Leads? Yes, it does. 18% came directly from social media and they were highly qualified.
But I think the big take-away here is that social media drives QUALITY leads. 60% of our total opportunities came out of that small percentage of leads generated by social media. So in terms of quality vs quantity. It’s a lot like the 80/20 rule. 80% of your leads produce 20% of the revenue, while 20% of leads produce 80% of the revenue.
The math of course isn’t exact on that. But the point is, a smaller amount of qualified leads is better than a larger amount of not qualified leads. So to truly judge the value of social media, it’s important to look beyond just the # of leads generated and look at the bigger picture, which is the revenue/# of deals it produced.
So, the social media integration was a huge success overall. However, as every marketer knows you make mistakes and learn from it, on each and every campaign you do. So I wanted to share with you a few of my lessons learned on this campaign:
One social media initiative I mentioned was imbedding interactive share chicklets into the eBook PDF.
2. It costs us almost $800 to integrate these into an eBook and we saw very click-thrus on those so it really was not worth the money.
3. Part of that could have been because people weren’t used to seeing them in a PDF So they weren’t quite sure what they were.
4. A better use of time & money would be to integrate them into a prospect page. It’s less costly, and you’re still enabling your registrants to share that registration page with their network and drive leads to you.
So, I think the takeaway here is that you don’t always need to do the most innovative new thing for social media to be effective and sometimes it can even work against you.
Author Participation – This was the #1 driver of social media success. It’s difficult to build excitement and momentum without have a team of people willing to do it with you. Having 8 authors (1 of the 9 was our president) involved expanded our reach 8X what we would have. The more active the author in social media, the more leads their efforts generate. Our most active social media author (she has the most twitter followers and has a highly popular blog – generated 51 registrations from a single post). An author that posted, who gave us great content and had a decent following but not huge, generated 5. So when thinking about who you would like to contribute, it’s important to look not only at their area of expertise and content. But also their social media activity.
Separating those sections and offering them without requiring a registration was a huge hit. Some thinking about gating your valuable content with a registration page, because afterall, that’s the value your bringing to the prospect. And they should be willing to give you something in exchange for it.
However, we found offering them a good, meaty piece of content as a teaser to this 50-page document worked very well. We embedded a link on every page of every section to the registration page for the Complete Guide. Unlike the embedded social shares, this was inexpensive and very effective. 40% of our total registrants downloaded at least one stand-alone section before downloading the entire guide.
Also, delivering content without requiring a registration drives additional leads. There is some thought behind not giving away educational content because that’s gem for lead generation. But when a prospect has a taste of the value they’re getting, they’re more likely to download and give you the correct information. 40% of our registrants downloaded at least one section before downloading the complete eBook.
Like I mentioned, we offered 4 of the 9 chapters in a lead nurturing campaign, idea being if the registrations kept flowing at the same rate, we’d add the other chapters later. However, we saw a significant drop off in section and eBook downloads after the 1st two. We still had some trickling in, but not enough to justify the time and effort. I would recommend starting off with a two-touch campaign. And then re-purposing your content later to drive additional registrations.
And one think I would like to emphasize (just because I did site some comparisons is terms of lead generation and lead quality) – I did not test social media as a stand alone. These results and lessons learned apply to using social media as part of an integrated multi-touch email campaign. They are both building momentum for each other. Results for both pieces would probably be different if not used together.
Also, in this presentation, I did not get into which social media outlet works the best in terms of twitter vs. facebook vs. linkedin vs. youtube. Our blog posts automatically to our facebook page and linkedin profiles, and most things that I’ve listened to regarding social media find that twitter and linkedin work the best for B2B marketers. Since they’re all really just one effort for us. I did not look at each separately and compare, but twitter was the most prominent referring URL.
So, there you have it for Integrating Social Media into your marketing campaigns. Just to summarize:
Does social media integration into a campagn drive leads? YES, it does. Having a community of social media participants the right industry for your target audience is critical. Re-purposing your content prolongs the life of the campaign and boost registration rates. And I also wanted to point out, that you do not need to have a huge social media following to get results. Until recently we hadn’t put a ton of effort into social media initiatives so as a result, didn’t have a huge following, but we leveraged our team, our authors and our partners to make some noise. And as you can see that effort really paid off.
Thank you all so much for joining me for today’s presentation and I hope you picked up some good tip for creating your own integrated campaign.
We’ve had a bunch of good questions throughout the presentation, so I’d like to open it up for questions now.
Social media integration into marketing campaigns – Does it Drive Leads?
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Social Media Integration into Marketing
Campaigns – Does it Drive Leads?
November 16, 2010
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Manticore Technology Overview
Social Media Integration Process
Impact of Social Media on Overall Results
Social Media Lessons Learned
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eBook Campaign Overview
Manticore needed demand generation campaign for 2H
1. Drive marketing qualified leads to sales
Secondary Goals of campaign
1. Drive message of importance of process for success with
2. Work with our growing partner to increase their exposure
3. Test social media to see if it worked
With the right campaign, we could accomplish
all four of these
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About Manticore Technology
Founded in 2001
Trusted provider of SaaS marketing automation
solutions since 2003
Companies of all sizes around the globe rely on
Manticore to manage and measure their marketing
Simply powerful marketing automation
Developed for marketers
Ideal combination of usability and power
It’s about process – not technology for technology sake
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Customers Around the Globe
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Senior Marketing Manager
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eBook: The Quintessential Marketing Automation Guidebook
9 separate sections lead nurturing process
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Social Media Integration
Social Share Icons in the eBook
What is Social Sharing?
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Social Media Integration
Integrating Social Media into Lead Nurturing
DemandBoosterTM Lead Nurturing Process
Email Sent with
promoting section 1
Register & DL
Follow-up Email to
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Social Media Integration
Blog – Content Re-purposing
Review two sections a week on Funnel Focus blog
Follow-up Interview posted 2 weeks later – links back
Link to complete section; section linked to download
Follow-up interview integrated into lead nurture; drove
*Same Content re-purposed 4 times*
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Social Media Integration
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Social Media Integration
Author Community Participation
Initiated partnerships between authors
to review sections
Notified authors when & where section
reviews and interviews posted
Chose authors active in social media
Integrated eBook encouraged social
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Overall Campaign Results
Campaign generated 175% MORE LEADS than previous
82% of registrants from lead nurturing/email
18% directly from social media initiatives
Opportunities (Deals in Pipeline) :
60% produced from social media efforts
Potential revenue from social media 2X MORE than lead
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Overall Results Cont.
Year-to-Date: 117% ROI
ROI Pipeline: 1055% ROI
Based on # of opportunities open in
ROI of email only (no social
ROI Pipeline: 256%
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Does Social Media Drive Leads?
18% of leads came directly from social media
Quality vs. Quantity
80/20 Rule (not quite)
20% of leads came from social media
Social Media made up for 60% of opportunities
Look past # of leads generated
to determine the value of social
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Social Media Lessons Learned
Interactive Share Chicklets in eBook:
Costly and Ineffective
Spent about $800 to ingrate into
eBook – saw very few click-thrus
Alternative: Integrate them into a
landing page – Less expensive, more
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Social Media Lessons Learned
#1 driver of social media success
The more active the author, the
better the lead gen
Delivering content with no
registration drives leads
40% of registrants downloaded at least 1
section before registering
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Lead Nurturing Lessons Learned
Two-touch campaign is enough
Significant drop off in section & eBook
downloads after 2nd offering
Jump in Unsubscribes
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Tested: social media as an integral part of a lead
Not tested: social media as a stand alone
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Social Media Integration into a Campaign – Does
it Drive Leads? YES
Community & multiple social media participants
in the right industry is CRITICAL.
Content re-purposing prolongs the life of the
campaign & boosts registration rates.
You do not need to have a huge social media
following to get results
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