Generating and Tracking Leads With Social Media

Driving and Measuring B2B Conversations, Leads and Sales with Social Media Marketing A.K.A. Could You Get A Longer Presentation Title?

More, Lower Cost Leads

Kyle Flaherty Dir. Of Marketing, BreakingPoint Twitter: @kyleflaherty eMail: [email_address] Blog: www.dancewithstrangers.com Kipp Bodnar Inbound Marketer, Hubspot Twitter: @kbodnar32 eMail: [email_address] Blog: Blog.HubSpot.com

But Really Because We Take “Social Media” Slides Like This One…

… And Turn It Into This

The Art of the Conversation

If You Plan To Use Social Media For Branding, Just Buy A Freakin Print Ad

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

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

Blog to Generate More Interesting Content Median Monthly Leads* Sample size: 1,400 customers. * Includes 3 months of lead data(11/09– 1/10).

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

You are a vertically integrated publisher Become Vertically Integrated Publisher

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

Leads Tripled When CTA Added To Posts

Google Ad Manager Serve Your Own “Ads” For Free

Twitter To Get Found
Keywords In tweets
Participate/start industry chats
Monitor customer and prospects questions

Facebook To Get Found -Ad social sharing plugins -Take time to moderate your page -Republish evergreen content

-Write guest blog posts to build links -Use Websitegrader.com and SEOmoz.com to optimize on page SEO - Give your landing pages the opportunity to rank in search

Understand Lead and Traffic Segmentation

Segment Your Social Sources Conversion Rates

The Art of Tracking the Conversation

. . . . Drip, Drip, Drip

5 Steps To Track Conversions On The Social Web

Use Technology to Your Advantage
SalesForce.com Integration
Act-On for Webcast Integration
DIY Rules!

URLs = Meta Data
Use them as tracking devices
2. URLs = Meta Data

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

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

5. Learn New Skills

Leads, Leads, Leads

Lead Tracking

Tracking Leads Based on Activity (ahem, Conversation)

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

Workflow Matters
When a lead comes in what happens, where do they go, what do they do?
2. Workflow Matters

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

Code, Code, Code
To track is to code.
4. Code, Code, Code

5. Purchase “Friendly” Tools

http://socialmediab2b.com	276
http://www.dancewithstrangers.com	15
http://www.slideshare.net	12
http://kyleflaherty.posterous.com	3
http://feeds2.feedburner.com	1
http://www.hanrss.com	1
http://www.onlinemarketingconnect.com	1
http://posterous.com	1
http://translate.googleusercontent.com	1

Generating and Tracking Leads With Social Media

by Kipp Bodnar on May 04, 2010

Accessibility

Categories

Upload Details

Usage Rights

9 Embeds 311

Statistics

Generating and Tracking Leads With Social Media Presentation Transcript