B2B Social Media: It's Not As Different As You Think

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B2B Social Media: It's Not As Different As You Think

  1. 1. Marketing Cloud: B2B Social Media:It’s Not as Different as You ThinkJeffrey L. Cohen, Salesforce Marketing Cloud, Manager of Content Marketing@JeffreyLCohenKipp Bodnar, Hubspot, Director of Marketing@KippBodnar
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. KIPP BODNAR @kippbodnar#inbound12
  4. 4. JEFF COHEN @JeffreyLCohen#inbound12
  5. 5. We wroteThe B2B SocialMedia Book.amzn.to/b2bsm2
  6. 6. #B2BSM
  7. 7. Your opportunityto shine
  8. 8. 60% of the salescycle is over –before a buyer talks to your salesperson. CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
  9. 9. B2B>B2C
  10. 10. Relationshipbased sales
  11. 11. Already havethe expertise
  12. 12. Confirm customerpersonas
  13. 13. People toPeople
  14. 14. Closed MillionsIn Sales FromOnline LeadsROI – 2800%!
  15. 15. B2B MythsBusted
  16. 16. Marketing is an asset NOT an expense.@KippBodnar Tweet This! #B2BSM
  17. 17. B2B SOCIALMEDIA IS ABOUTREACHBUILDING
  18. 18. The Social Web Rewards Reach
  19. 19. B2B companies should obsess about building reach as much or MORE than B2C companies.@JeffreyLCohen Tweet This! #B2BSM
  20. 20. Social reach isthe newword-of-mouthreferral engine
  21. 21. Share lots oflinks
  22. 22. BITLY, 9/2011The shelf life of a social media link is 3 hours.
  23. 23. THE10-4-1 RULE
  24. 24. THE10-4-1Links to third-party articles RULE
  25. 25. THE Links to company blog posts10-4-1 RULE
  26. 26. THE Link to a company landing page10-4-1 RULE
  27. 27. B2B SOCIALMEDIA ISABOUTSELLING
  28. 28. Your goal shouldnt be to buy leads. Your goal should be to buy customers.@KippBodnar Tweet This! #B2BSM
  29. 29. 73% of CEOsdon’t believe marketers drive revenue. FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
  30. 30. Leads fixthe problem
  31. 31. Traditional Lead Gen Campaign1List Mailer Track ROI
  32. 32. How Social Media Leads Happen 1Product Page Tweet Like +1 Landing Page Form Blog Post Home Page Lead
  33. 33. DedicatedMonitoring http://www.flickr.com/photos/giara/2211500258
  34. 34. Place Calls-To-ActionsEverywhere
  35. 35. Improveand Iterate
  36. 36. B2B SOCIALMEDIA HASCLEAR ROI
  37. 37. If you can’t count it, why do it?@KippBodnar Tweet This! #B2BSM
  38. 38. Math Ahead
  39. 39. TLV-COCA = ROI (%) COCA
  40. 40. Total LifetimeValue
  41. 41. Cost of CustomerAcquisition
  42. 42. First- Vs. Last-Action Attribution Last-Action Attribution: Attends Buys Clicks on a Sales Call Product PPC AdLooks atProduct Page First-Action Signs Up For Attribution: Reads Blog Webinar User Clicks Post Link on Twitter
  43. 43. 10K-3K = 233% 3K
  44. 44. B2B SOCIALMEDIA ISONLY ONEPIECE
  45. 45. Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.@JeffreyLCohen Tweet This! #B2BSM
  46. 46. Trade showsare social too
  47. 47. GOAL:Use Social Media ToPromote OfflineEvents
  48. 48. 5,000 T-Shirts
  49. 49. RESULT:235% Increase inevent ticketsdistributed and 95%redeemed
  50. 50. THE BESTTIME EVERFORMARKETERS
  51. 51. Master B2B Social Media with reach, lead gen, data and integration with offline activities.@KippBodnar Tweet This! #B2BSM
  52. 52. The Potof Gold http://www.flickr.com/photos/tao_zhyn/442965594/
  53. 53. Prove theCEO Wrong
  54. 54. You’re the Star
  55. 55. THANK YOU

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