Generating and Tracking Leads With Social Media

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This presentation was given at the 2010 Marketing Profs B2B Forum

This presentation was given at the 2010 Marketing Profs B2B Forum

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  • Why are we here? Really why are we here. To achieve one goal that all of us in this room care about.
  • Why us? Simple We love leads.
  • Ask the audience who is sick of seeing these same social media slides?
  • What is the point of all these graphs? Your business should be a vertically integrated publisher.


  • 1. Driving and Measuring B2B Conversations, Leads and Sales with Social Media Marketing A.K.A. Could You Get A Longer Presentation Title?
  • 2.
    • More, Lower Cost Leads
  • 3. Kyle Flaherty Dir. Of Marketing, BreakingPoint Twitter: @kyleflaherty eMail: [email_address] Blog: Kipp Bodnar Inbound Marketer, Hubspot Twitter: @kbodnar32 eMail: [email_address] Blog:
  • 4.  
  • 5. But Really Because We Take “Social Media” Slides Like This One…
  • 6. … And Turn It Into This
  • 7.  
  • 8.  
  • 9. The Art of the Conversation
  • 10.  
  • 11. If You Plan To Use Social Media For Branding, Just Buy A Freakin Print Ad
  • 12. Grow Google Indexed Pages Indexed Pages in Google – Ranges* *Each range includes an equal number of customers **Includes 3 months of lead data (11/09 – 1/10) Median Monthly Leads**
    • 236%
    Median Monthly Leads by Range of Google Indexed Pages
  • 13. Focus on Top 100 Search Rankings Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days*
    • Sample size: 1,400 customers.
    • Each range consists of six equal groups of customers.
    • **Includes lead data over a 7 day period for 3 months (11/09-1/10).
    Median Leads Over 7 Day Period** Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100
  • 14. Blog to Generate More Interesting Content Median Monthly Leads* Sample size: 1,400 customers. * Includes 3 months of lead data(11/09– 1/10).
  • 15. Create Enough Blog Content # of Blog Articles Ranges** Median Monthly Leads Sample size: 762 customers. *Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10) **Each range includes article data for approximately 25% of customers. Impact of Blog Size* on Monthly Leads This group does no better than customers without blogs
  • 16. You are a vertically integrated publisher Become Vertically Integrated Publisher
  • 17. 3 Rules Of Corporate Blogging
    • Blog like you are the best trade magazine in your industry
    • Connect posts with your SEO strategy
    • Get everyone inside and outside of your company to contribute
  • 18. Leads Tripled When CTA Added To Posts
  • 19. Google Ad Manager Serve Your Own “Ads” For Free
  • 20. Twitter To Get Found
    • Keywords In tweets
    • Participate/start industry chats
    • Monitor customer and prospects questions
  • 21. Facebook To Get Found -Ad social sharing plugins -Take time to moderate your page -Republish evergreen content
  • 22. -Write guest blog posts to build links -Use and to optimize on page SEO - Give your landing pages the opportunity to rank in search
  • 23. Understand Lead and Traffic Segmentation
  • 24. Segment Your Social Sources Conversion Rates
  • 25. The Art of Tracking the Conversation
  • 26. . . . . Drip, Drip, Drip
  • 27. 5 Steps To Track Conversions On The Social Web
  • 28.
    • Use Technology to Your Advantage
      • Integration
      • Act-On for Webcast Integration
      • DIY Rules!
  • 29.
    • URLs = Meta Data
      • Use them as tracking devices
    2. URLs = Meta Data
  • 30.
    • Not All Conversations Are Created Equal
      • Some people matter more than others, figure out what they are worth
    3. Not All Conversations Are Created Equal
  • 31.
    • It Takes a Village
      • This goes WAY beyond marketing and into engineering, sales, HR and more. Make sure they are all onboard.
    4. It Takes A Village
  • 32. 5. Learn New Skills
  • 33. Leads, Leads, Leads
  • 34. Lead Tracking
  • 35. Tracking Leads Based on Activity (ahem, Conversation)
  • 36.  
  • 37.
    • Definition of Lead
      • What is a lead to you? More importantly, what is a lead to your VP of Sales and your CEO?
    1. Definition of a Lead
  • 38.
    • Workflow Matters
      • When a lead comes in what happens, where do they go, what do they do?
    2. Workflow Matters
  • 39.
    • Measure Twice, Cut Once
      • Don’t change this every quarter, you’ll corrupt your data and kill your inside sales team.
    3. Measure Twice, Cut Once
  • 40.
    • Code, Code, Code
      • To track is to code.
    4. Code, Code, Code
  • 41. 5. Purchase “Friendly” Tools
  • 42. ?’s