6 Plays for Driving Pipeline from Social

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How does success on social channels translate into pipeline? It is a question that lots of people are asking, and it's sure to be a hot topic at Dreamforce. In this presentation we are going to talk about how companies are using marketing automation to measure the value of social interactions, the impact social is having on SEO, and the 6 plays we want to add to every campaign going forward to drive incremental pipeline.

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6 Plays for Driving Pipeline from Social

  1. Social Transformation = Pipeline
  2. Today’s Agenda How we generate leads today and the impact of social Six plays for driving direct pipeline from social channels Go through a real world example
  3. Traditional Flow For Driving Leads1 We Drive Traffic To Our Site 2 Prospects Fill Out a Form 3 We Follow Up With Leads
  4. Behavior On The Web [ Pre-Facebook]] Facebook Era Interesting Friend concept Friend I’ve got a Friend question This might Following be helpful Brand Like Following +1 Worth Following reading Influencer Status Following update
  5. Working on Measuring the Value of Pipeline Influenced What is the Value of Social Touches?Clicked a on Watched Posted a Read a Viewed Became Liked a Re-Tweeted Tweeted about Tweet a Video Question Blog Post Presentation a Fan Post Salesforce #DF12First Touch Click On An Ad Free Trial Contact Me Registered for an Event Downloaded an eBook 1 Lead Scoring 2 Campaign Attribution 3 Personalized Journeys Marketing Automation System
  6. Social Is Also Impacting Our SEO Traffic Google Is Looking At Social Signals Yellow bars represent a positive correlation with social. Blue & green bars are traditional SEO tactics.
  7. Tactic for Driving Incremental Leads + =
  8. Six Plays for Driving Pipeline from Social #1 Traffic is driven to these channels via Twitter, Facebook, LinkedIn, and SEO #2 Because of inbound links and SEO, content on these channels has a longer shelf-life #3
  9. Six Plays for Driving Pipeline from Social #4 It is possible to by-pass this page, but you can’t tweet the Content decays much faster on same offer 30 times these platforms and you don’t have the benefit of search #5 Pointing to forms on Facebook keeps the experience consistent, but we don’t have the same tools to optimize for conversion. Your principal source of traffic is the # of subscribers and your ability to fuel the viral loop #6 It is possible to by-pass this page, but you can’t post the same offer 30 times
  10. Become a Social Campaigns Expert Big Picture Best Practice Examples for Each The Perfect Post
  11. Measuring Pipeline & Conversion Content 1M Views / Quarter Promotion 1.5% Click-Through Optimization Soft Offer 20% Form Completes Landing Page Confirmation Page 3,000 Leads Lead Nurturing __% Qualified Leads Sales Follow Up $$$ Pipeline __% Close Rate Sales Effectiveness $__ Avg. Deal Size $$ Revenue +Pipeline Influenced +SEO +Subscribers…Click-through rates and form completes are placeholders and will vary
  12. Measuring Pipeline & Conversion Content 250k Visits / Quarter Promotion 3% Click-Through Optimization Soft Offer 22% Form Completes Landing Page Confirmation Page 1,650 Leads Lead Nurturing __% Qualified Leads Sales Follow Up $$$ Pipeline __% Close Rate Sales Effectiveness $__ Avg. Deal Size $$ Revenue +Pipeline Influenced +SEO +Subscribers…Click-through rates and form completes are placeholders and will vary
  13. Starts By Creating One Big Offer Join Salesforce and HubSpot to learn how you can grow your business with social and inbound marketing! Watch the Free Webinar Different Types of Offers Open Up Your AudienceeBook, webinar, video or a Big questions, product agnostic combination of the three approach, partners with reach
  14. Traditional Tactics 6 Plays for Social + =
  15. #1 Write Blog Posts That are Relevant To Your Offer
  16. #2 Drive Traffic from Twitter It is possible to by-pass this page, but you can’t tweet the same offer 30 times
  17. #3 Drive Traffic from Facebook
  18. #4 Drive Traffic from LinkedIn It is possible to by-pass this page, but you can’t post the same offer 30 times
  19. Join Salesforce and HubSpot to learn how you can grow your business with social and inbound marketing! Watch the Free Webinar5,000+Registrants
  20. #5 Capture Leads on Slideshare
  21. #6 Turn Your YouTube Video Into an Evergreen Asset
  22. Six Plays for Driving Pipeline From Social #1 #4 #2 #5 #3 #6
  23. Optimizing Our Content Marketing Funnel Content # Views / Quarter Promotion % Click-Through Optimization Soft Offer % Form Completes Landing Page Confirmation Page Lead Nurturing % Qualified Leads Sales Follow Up % Close Rate Sales Effectiveness $$$ Avg. Deal Size ACV Pipeline +Pipeline Influenced +SEO +Subscribers…

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