Mastering B2BSocial Media
I’m Jeff Cohen.Nice to meet you.      @JeffreyLCohen
I wrote The B2BSocial Media Book.     amzn.to/b2bsm2
#B2BSM
Your opportunityto shine
60%   of the salescycle is over –before a buyer  talks to your salesperson.            CORPORATE EXECUTIVE BOARD: BIT.LY/Z...
B2B>B2C
Relationshipbased sales
Already havethe expertise
Clear customerPersonas
People toPeople
Closed MillionsIn Sales FromOnline LeadsROI – 2800%!
#B2BSM
B2B MythsBusted
“         Marketing is an                 asset NOT an                 expense.@JeffreyLCohen                             ...
B2B SOCIALMEDIA ISABOUT REACHBUILDING
The Social Web Rewards Reach
“         B2B companies                 should obsess about                 building reach as                 much or MORE...
Social reach isthe newword-of-mouthreferral engine
Share lots oflinks
BITLY, 9/2011The shelf life of a social media link is                   3 hours.
THE 10-4-1      RULE
THE 10-4-1 Links to third- party articles                   RULE
THE   Links to company      blog posts 10-4-1                RULE
THE 10-4-1      Link to a company      landing page      RULE
B2B SOCIALMEDIA ISABOUT SELLING
“         Your goal shouldnt                 be to buy leads. Your                 goal should be to buy                 c...
73%      of CEOs don’t believe    marketersdrive revenue.           FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
Leads fixthe problem
How Social Media Leads Happen 1 Tweet    Landing           Page                    Form   Lead Like      Blog            L...
DedicatedMonitoring   http://www.flickr.com/photos/giara/2211500258
Place Calls-To-ActionsEverywhere
Improveand Iterate
#B2BSM
B2B SOCIALMEDIA HASCLEAR ROI
“     If you can’t count it,             why do it?@JeffreyLCohen                             ”        Tweet This!        ...
Math Ahead
TLV-COCA         = ROI (%) COCA
Total LifetimeValue
Cost of CustomerAcquisition
First- Vs. Last-Action Attribution               Last-Action               Attribution:   Attends      Buys               ...
10K-3K         = 233%  3K
B2B SOCIALMEDIA ISONLY ONEPIECE
“         Social media                 amplifies the                 effectiveness of                 offline marketing.  ...
Trade showsare social too
GOAL:Use Social Media ToPromote OfflineEvents
5,000 T-Shirts
RESULT:235% Increase inevent ticketsdistributed and 95%redeemed
THE BEST TIMEEVERFORMARKETERS
“         Master B2B Social                 Media with reach,                 lead gen, data and                 integrati...
The Potof Gold          http://www.flickr.com/photos/tao_zhyn/442965594/
Prove the   CEO  Wrong
You’re theStar
THANK YOU
I wrote The B2BSocial Media Book.     amzn.to/b2bsm2
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

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