Sponsored by:                Ian Michiels                Gleanster                   @InsightFanatic
Top Performers: Respondents that achieved                                   Top Quartile performance in key KPI’s         ...
As a B2B company, do we invest any effort      into social media engagement?                    #AOWEB                  3
•••    #AOWEB   4
••••    #AOWEB   5
•••    #AOWEB   6
••    #AOWEB   7
52% of Top Performershave used Social Media inmarketing campaigns.                                                       M...
#AOWEB   9
10
#AOWEB   11
HAPPY / UNHAPPY                                                                  CUSTOMERSSALESPERSON   DECISION MAKERS   ...
been thinking about a new phone system,Avaya or Nextel?                                   Result:                         ...
    #AOWEB   14
     Your Company     Your Industry     Problems Your Products Address     Your Products     Your Competitors       ...
#AOWEB   16
    No- You should be.    Yes             Sharing Value Added Content                                            *Sour...
18
Source: Gleanster Research#AOWEB                                19
#AOWEB   20
21
Content   Measurable             ROI                       Conversation            #AOWEB                    22
•    – B2B Marketing = Sharing Content Across Traditional Channels      & Social Media•    – Be a trusted advisor, a sourc...
Salesforce.com used an infographic to promoteevent attendance at the customer conference.Cisco launched a new hardware pro...
••    #AOWEB   25
www.gleanster.com- Links in description to website                                       #AOWEB       26
•    – “Check out this whitepaper”    – “Check out this video”    – “This might help answer your question…”•    – 5 advoca...
28
#AOWEB   29
•    #AOWEB   30
#AOWEB   31
•            ••            •••            •    #AOWEB       32
#AOWEB   33
#AOWEB   34
•    –•    –    –    –•    –    –    –    –    –        #AOWEB   35
•    Try a:    #AOWEB   36
#AOWEB   37
From Social Media Sites                            From Marketing Automation                            From Social Media ...
Monthly “Growth/Decline” x WeightAverage of Weighted Scores * 10     #AOWEB                         39
•••    #AOWEB   40
••    – Follow your target audience – where are they likely to engage?•    – Weight metrics based on company culture / val...
Ian MichielsGleanster@InsightFanatic                  42
Deep Dive: Social Media ROI for the B2B Marketer                                             (June 2012)                  ...
Join our weekly 30-minute live demoCustomer case study webinarsAnd more: www.actonsoftware.com                    #AOWEB
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Quantify the Value of Social Media Engagement in B2B Marketing

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Quantify the Value of Social Media Engagement in B2B Marketing

  1. 1. Sponsored by: Ian Michiels Gleanster @InsightFanatic
  2. 2. Top Performers: Respondents that achieved Top Quartile performance in key KPI’s TODAY’S STATS Everyone Else: Everyone Else Total survey responses: 513 Qualified survey responses: 389 Marketing Social Media Campaign EngagementManagement Gleansight(April 2012) (Sept 2011) REVENUE BID-TO-WIN RATIO USE OF SOCIAL MEDIA CHANNELS LEAD-TO-SALES CONVERSION #AOWEB 2
  3. 3. As a B2B company, do we invest any effort into social media engagement? #AOWEB 3
  4. 4. ••• #AOWEB 4
  5. 5. •••• #AOWEB 5
  6. 6. ••• #AOWEB 6
  7. 7. •• #AOWEB 7
  8. 8. 52% of Top Performershave used Social Media inmarketing campaigns. MEASURING INTEGRATING THE RETURN SOCIAL MEDIA18% of Everyone Else used INTO OVERALL ON SOCIAL MEDIA EFFECTIVELY PROMOTINGSocial Media in marketing MARKETING SOCIAL MIX MEDIAcampaigns. Source: Gleanster Research Source: Gleanster Research #AOWEB 8
  9. 9. #AOWEB 9
  10. 10. 10
  11. 11. #AOWEB 11
  12. 12. HAPPY / UNHAPPY CUSTOMERSSALESPERSON DECISION MAKERS SALESPERSON DECISION MAKERS COLLEAGUES FRIENDS / FAMILY COMPETITORS #AOWEB 12
  13. 13. been thinking about a new phone system,Avaya or Nextel? Result: Multi-Million Dollar DealLooking for a comparison of on-premiseand SaaS ERP # Result: Multi-Million Dollar Deal #AOWEB 13
  14. 14.  #AOWEB 14
  15. 15.   Your Company  Your Industry  Problems Your Products Address  Your Products  Your Competitors TEST THIS…  #AOWEB 15
  16. 16. #AOWEB 16
  17. 17.  No- You should be. Yes  Sharing Value Added Content *Source: Gleanster Research #AOWEB 17
  18. 18. 18
  19. 19. Source: Gleanster Research#AOWEB 19
  20. 20. #AOWEB 20
  21. 21. 21
  22. 22. Content Measurable ROI Conversation #AOWEB 22
  23. 23. • – B2B Marketing = Sharing Content Across Traditional Channels & Social Media• – Be a trusted advisor, a source of valuable information•• #AOWEB 23
  24. 24. Salesforce.com used an infographic to promoteevent attendance at the customer conference.Cisco launched a new hardware productexclusively via social channels, estimating$100,000 savings on the product launch. Bloggers used embedded code released from Cisco to spread the word. #AOWEB 24
  25. 25. •• #AOWEB 25
  26. 26. www.gleanster.com- Links in description to website #AOWEB 26
  27. 27. • – “Check out this whitepaper” – “Check out this video” – “This might help answer your question…”• – 5 advocates is better than 1M followers for B2B Marketers – Set up some dedicated campaigns using Marketing Automation – create segments for: • Forward to a Friend Clicks • Social Media Sharing Click-Throughs #AOWEB 27
  28. 28. 28
  29. 29. #AOWEB 29
  30. 30. • #AOWEB 30
  31. 31. #AOWEB 31
  32. 32. • •• ••• • #AOWEB 32
  33. 33. #AOWEB 33
  34. 34. #AOWEB 34
  35. 35. • –• – – –• – – – – – #AOWEB 35
  36. 36. • Try a: #AOWEB 36
  37. 37. #AOWEB 37
  38. 38. From Social Media Sites From Marketing Automation From Social Media Monitoring From Marketing AutomationONE TAB FOR EACH MONTH. #AOWEB 38
  39. 39. Monthly “Growth/Decline” x WeightAverage of Weighted Scores * 10 #AOWEB 39
  40. 40. ••• #AOWEB 40
  41. 41. •• – Follow your target audience – where are they likely to engage?• – Weight metrics based on company culture / values – Benchmark performance over time #AOWEB 41
  42. 42. Ian MichielsGleanster@InsightFanatic 42
  43. 43. Deep Dive: Social Media ROI for the B2B Marketer (June 2012) All registered attendees will be getting a complimentary copy via Act-On! #AOWEB 43
  44. 44. Join our weekly 30-minute live demoCustomer case study webinarsAnd more: www.actonsoftware.com #AOWEB

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