How To Use Social Lead Targeting So You Find The Right Buyers
 

How To Use Social Lead Targeting So You Find The Right Buyers

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Learn more about Marketo LaunchPoint and how it works with social lead targeting

Learn more about Marketo LaunchPoint and how it works with social lead targeting

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  • Robin to add in the B2Bvs B2C data points and comparisons
  • Robin to add in the B2Bvs B2C data points and comparisons

How To Use Social Lead Targeting So You Find The Right Buyers How To Use Social Lead Targeting So You Find The Right Buyers Presentation Transcript

  • How To Use Social Lead Targeting So You Find The Right Buyers Richard Park, Jive Ran Gishri, Leadspace Robin Bordoli, Marketo #LaunchPoint© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Speakers Robin Bordoli VP, Partner Ecosystems GM, Social Marketing Marketo© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #LaunchpointPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Two Macro Marketing TrendsPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Lead Generation & Data Quality #1 CMO issue Source: IDC’s 2012 CMT Tech Marketing Barometer SurveyPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Explosion in Social Data • 1 Billion– Active Facebook users • 700 Billion – minutes spent on Facebook each month • 1 Million – Twitter accounts added daily • 32 Billion – Search queries Twitter handles per month, more than Bing and Yahoo combined • 2 Members Every Second – LinkedIn • 343 Million – Active Google Plus usersPage 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Explosion in Social Data • 1 Billion– Active Facebook users • 700 Billion – minutes spent on Facebook each month • 1 Million – Twitter accounts added daily • 32 Billion – Search queries Twitter handles per month, more than Bing and Yahoo combined • 2 Members Every Second – LinkedIn • 343 Million – Active Google Plus usersPage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Speakers Ran Gishri Richard Park VP Marketing Director, Sales Operations Leadspace Jive© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Finding the Right Buyers is Hard Are you targeting the right people in your lead generation and lead nurturing campaigns?Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • B2B Funnel Inefficiencies Insufficient lead intelligence results in marketing and sales misalignment and lower returns on marketing spend • Matches my ideal profile? Lead • Still at the company? • Job function and role? s • Products being used? Qualification, • Topics interested in? The Hidden Spend Scoring, Nurturing, • Social media activity? Prospecting • Decision maker? • Updated contact info? • Social hubs? SalesPage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Big Value of Big (Social) Data John Smith John SmithPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Structuring the Unstructured • Identity matching • Noise filtering • Privacy issues • Data freshnessPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The New Lead Targeting is Social Marketing Sales Social Lead Targeting Finds relevant leads by matching people’s online presence to an ideal buyer profile Social Web Online Contact Marketo Lead Databases DatabasePage 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Jive – Collaboration Software inside and outside the Enterprise Jive helps companies improve sales & channel execution, corporate alignment, and worker productivity. Social Intranet/Customer Community Improved Enablement to distributed, mobile workforces such as Field Sales & Marketing Faster time it takes to bring new offerings to market by 30% Increasing productivity by 15% by simplifying access to corporate information & expertisePage 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Sales and Marketing at Jive Characterized by fast-moving, growing, and entrepreneurial. We deploy a mix of field, and inside sales resources and maintain a dynamic field marketing engine globally. • Commercial organization growth is >100% as we’ve increased our sales & marketing headcount. • We leverage our own platform to on- board employees and provide key information by role. Primary technologies we use are SFDC, iPads, Leadspace and MarketoPage 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • With Growth the challenge is reaching the right targeted Buyers for Jive • Main Streamers • Early Adopters of the stuck in an old social business paradigm paradigm • Pragmatic, business- • Visionary Executives value driven buyers and Champions • Multiple titles, • Identifiable titles and profiles, and spans of profiles authorityPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • What steps did we take? 1. Identify the buyer 2. Integrate with our 3. Run a meaningful 4. Fine-tune profiles & profile for targeting CRM Pilot with Sales roll-out to Enterprise • Integration with our CRM was critical • Our sales process is built on efficient prospecting • Pilot was huge success with SalesPage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Social Lead Targeting empowers our Sellers to locate the right prospects efficiently • Alignment with our sales coverage model and territory strategy • 60% greater penetration into target accounts where no relationship existed 83% adoption by Sales the first Quarter we rolled out LeadspacePage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Looking ahead • At Jive we plan to further integrate Leadspace into our funnel driven activities • We are in a roll-out of Marketo and will leverage deeper capabilities to target and identify the right buyers • Profiles of target buyers will be refined to augment our inside sales process for specific selling rolesPage 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Q&A How To Use Social Lead Targeting So You Find The Right BuyersPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Thank you!© 2012 Marketo, Inc. Marketo Proprietary and Confidential