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