Mastering B2B Social Media

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Mastering B2B Social Media is a presents so of the key ideas in the newly published book The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, …

Mastering B2B Social Media is a presents so of the key ideas in the newly published book The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More by Kipp Bodnar and Jeffrey L. Cohen.

B2B marketers can leverage the power of social media by expanding their reach, using social media for lead generation, analyzing their data to measure ROI and integrating it with offline activities.

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  • 1. Mastering B2B Social Media
  • 2. I’m Brian Bodnar. I’m Kipp Halligan.Nice to meet you. Nice to meet you. @KippBodnar
  • 3. I’m BrianCohen. I’m Jeff Halligan.Nice to meet you. Nice to meet you. @JeffreyLCohen
  • 4. I’m Brian Halligan.We wrote The B2BNice toMedia you.Social meet Book. amzn.to/b2bsm2
  • 5. #B2BSM
  • 6. Your opportunityto shine
  • 7. 60% of the salescycle is over –before a buyer talks to your salesperson. 91! CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
  • 8. B2B>B2C
  • 9. Relationshipbased sales
  • 10. Already havethe expertise
  • 11. Clear customerPersonas
  • 12. People toPeople
  • 13. Closed MillionsIn Sales FromOnline LeadsROI – 2800%!
  • 14. #B2BSM
  • 15. B2B MythsBusted
  • 16. “ Marketing is an asset NOT an expense.@KippBodnar ” Tweet This! #B2BSM
  • 17. B2B SOCIALMEDIA ISABOUTREACHBUILDING
  • 18. The Social Web Rewards Reach
  • 19. “ B2B companies should obsess about building reach as much or MORE than B2C ” companies.@JeffreyLCohen Tweet This! #B2BSM
  • 20. Social reach isthe newword-of-mouthreferral engine
  • 21. Share lots oflinks
  • 22. BITLY, 9/2011The self life of a social media link is 3 hours.
  • 23. THE Links to company blog posts10-4-1Links to third-party articles Link to a company landing page RULE
  • 24. B2B SOCIALMEDIA ISABOUTSELLING
  • 25. “ Your goal shouldnt be to buy leads. Your goal should be to buy customers.@KippBodnar ” Tweet This! #B2BSM
  • 26. 73% of CEOsdon’t believe marketers drive revenue. 91! FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
  • 27. Leads fixthe problem
  • 28. How Social Media Leads Happen 1 Tweet Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
  • 29. DedicatedMonitoring http://www.flickr.com/photos/giara/2211500258/
  • 30. Place CTAsEverywhere
  • 31. Improveand Iterate
  • 32. #B2BSM
  • 33. B2B SOCIALMEDIA HASCLEAR ROI
  • 34. “ If you can’t count it, why do it?@KippBodnar ” Tweet This! #B2BSM
  • 35. Math Ahead
  • 36. TLV-COCA = ROI (%) COCA
  • 37. Total LifetimeValue
  • 38. Cost of CustomerAcquisition
  • 39. 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 Reads Blog Attribution: Webinar Post User Clicks Link on Twitter
  • 40. 10K-3K = 233% 3K
  • 41. B2B SOCIALMEDIA ISONLY ONEPIECE
  • 42. “ Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.@JeffreyLCohen ” Tweet This! #B2BSM
  • 43. Trade showsare social too
  • 44. GOAL:Use Social Media ToPromote OfflineEvents
  • 45. 5,000 T-Shirts
  • 46. RESULT:235% Increase inevent ticketsdistributed and 95%redeemed
  • 47. THE BESTTIME EVERFORMARKETERS
  • 48. “ Master B2B Social Media with reach, lead gen, data and integration with offline activities.@KippBodnar ” Tweet This! #B2BSM
  • 49. The Potof Gold http://www.flickr.com/photos/tao_zhyn/442965594/
  • 50. Prove the CEO Wrong
  • 51. You’re theStar
  • 52. THANK YOU
  • 53. We wrote The B2BSocial Media Book. amzn.to/b2bsm2