Generating Leads with Social Media


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Generating Leads with Social Media

  1. 1. Generating Leads with Social MediaJeffrey 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, 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, 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., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Social MediaLead Generation
  4. 4. KIPP BODNAR @kippbodnar#inbound12
  5. 5. JEFF COHEN @JeffreyLCohen#inbound12
  6. 6. We wroteThe B2B SocialMedia
  7. 7. #B2BSM
  8. 8. We’re dorks.
  9. 9. We’ve got aa problem.
  10. 10. 73% of CEOs don’t believe marketersdrive revenue. 91 FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
  11. 11. Youropportunity toshine
  12. 12. Leads fixthe problem.
  13. 13. Leads area PROXYfor Sales.
  14. 14. Your goal shouldnt be to buy leads. Your goal should be to buy customers.@KippBodnar Tweet This! #B2BSM
  15. 15. Traditional Lead Gen Campaign1List Mailer Track ROI
  16. 16. How Social Media LeadsHappen 1Product Page Tweet Like +1 Landing Page Form Blog Post Home Page Lead
  17. 17. 3 Keys forSocial MediaLead GenerationSuccess
  18. 18. 1 Build a Network of Strong Ties 2 Influence Connections For Content Sharing3 Master Social Conversion
  19. 19. 1 Build a Network of Strong Ties 2 Influence Connections For Content Sharing3 Master Social Conversion
  20. 20. 60% of the sales cycle is over – before abuyer talks to your salesperson. 91 CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
  21. 21. People toPeople
  22. 22. Strong Ties
  23. 23. Interaction,Affectionand Time
  24. 24. Follow. Friend. Connect.With People.
  25. 25. BITLY, 9/2011The half-life of a social media link is 3 hours.
  26. 26. THE10:4:1 RULE
  27. 27. THE10:4:1 Links to third- party articles RULE
  28. 28. THE Links to company blog posts10:4:1 RULE
  29. 29. THE Link to a company landing page10:4:1 RULE
  30. 30. Prospects don’t care about your products. They want solutions to their problems.@JeffreyLCohen Tweet This! #B2BSM
  31. 31. Engagement= Affection
  32. 32. Share imageswith yourFacebookAudience
  33. 33. Create VisualContent for VisualPlatforms
  34. 34. Be consistent.
  35. 35. Publishing and sharing content online is the single biggest lever to increase lead generation.@KippBodnar Tweet This! #B2BSM
  36. 36. 1 Build a Network of Strong Ties 2 Influence Connections For Content Sharing3 Master Social Conversion
  37. 37. Get people to share
  38. 38. Closed Millions InSales From OnlineLeadsROI – 2800%!
  39. 39. 1 Build a Network of Strong Ties 2 Influence Connections For Content Sharing3 Master Social Conversion
  40. 40. SocialConversion
  41. 41. Social Strong SocialProof + Ties = Conversion
  42. 42. SocialProof
  43. 43. Peoplewant tofeel safe.
  44. 44. Safety is in numbers.
  45. 45. Result: 27% ClickThrough RateIncrease
  46. 46. Really?
  47. 47. Create awesome content and reduce the friction around sharing it.@KippBodnar Tweet This! #B2BSM
  48. 48. Banners, Contactsand UpdatesProvideOpportunities
  49. 49. 1 Build a Network of Strong Ties 2 Influence Connections For Content Sharing3 Master Social Conversion
  50. 50. Prove theCEO Wrong
  51. 51. You’re theStar
  52. 52. THANK YOU
  53. 53. Marketing Cloud Product KeynoteTurn Insight into Action with the Salesforce Marketing CloudWhere: Moscone Center South Main Keynote RoomWhen: Thursday September 20th 1:30 to 2:30 PMCustomer Speakers: David Fischer Babs Rangaiah Scott Monty VP, Advertising VP, Global Media Head of Social Media Innovation
  54. 54. Win A 2013 Ford Fusion Hybrid! 1. Attend Marketing Cloud Keynote Thursday 1:30 PM for entry form. 2. Redeem in the Campground by 3:30 PM on Thursday. 3. Get an #awesome Marketing Cloud tee-shirt! 4. Winners announced Thursday at 3:45 PM! Need not be present to win. Image for illustrative purposes only
  55. 55. Learn more at