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Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
Mastering B2B Social Media
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Mastering B2B Social Media

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

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