Social Media for Business Marketers - the real ways B2B marketers can use social media to drive success

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Social Media for Business Marketers - the real ways B2B marketers can use social media to drive success

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Fresh on the heels of their latest book, Social Marketing to the Business Customer, authors Paul Gillin and Eric Schwartman share a view of how B2B marketing and social media best fit together.......

Fresh on the heels of their latest book, Social Marketing to the Business Customer, authors Paul Gillin and Eric Schwartman share a view of how B2B marketing and social media best fit together. They explain how the B2B and B2C buying processes are radically different in several important ways and discuss how those differences affect the choices of platforms and tools that marketers need to make. This session provides insight into the unique characteristics of B2B markets that many people haven't considered.

As presented by Paul Gillin and Eric Schwartzman as part of Marketo's Revenue Masters webinar series.

For further information: www.marketo.com, www.gillin.com and www.ericschwartzman.com.

More in: Technology , Business
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  • 1. Social Media for Business Marketers the real ways B2B marketers can use social media to drive success© 2011 Marketo, Inc.
  • 2. Our SpeakersPaul  Gillin / Eric SchwartzmanAuthors of Social Marketing to the Business Customer@ericschwartzman @pgillin#Marketo #Marketo
  • 3. @ericschwartzman @pgillin
  • 4. The Media in Collapse US Newspaper Business70,000 Average age of US daily60,000 Circulation (000) newspaper reader: 5750,000 Revenues ($000) Reduction in R d ti i US newsroom40,000 staffs since 2001: 45%30,000 US Magazine Circulation20,000 2001 2009 Change10,000 Woman’s Day  1.61M 410,000 ‐74% 0 1994 1997 2000 2003 2006 2009 Redbook  556,300 , 154,600 , ‐72% Playboy 522,800 203,200 ‐71% Country Living 380,200 134,900 ‐64% Growth in NBC prime time Nati Enquirer 1.65M 591,300 ‐64% audience, 2008: -14.3% Reader’s Digest 750,000 270,000 ‐64% ESPN Magazine 54,350 25,200 ‐63% Age of average network evening news viewer: 63 #Marketo #Marketo Page 4 4 Page
  • 5. New Media Facts Perceived ROI of the Companys Social Facebook is the fastest growing Media Activities consumer product in history W d f Word-of-mouth marketing spending th k ti di will hit $3B by 2013 Very Somewhat 93% of B2B buyers use search to positive 36% negative begin the buying p g y g process 2% Direct-mail spending is expected to decline nearly 40% by 2014 Neutral 16% 80% of IT decision-makers say word of mouth is their most important source when making Somewhat positive buying decisions 46% Google Processes 38,000 search queries every second i d Survey of 105 Marketers, April, 2010 #Marketo @ericschwartzman @pgillin #Marketo Page 5 5 Page
  • 6. How is B2B Different?• Value-drive decision-making• Group consensus• “Bet the business”• Long term Long-term relationships• Audience is knowledgeable, engaged, serious• Intense need for information #Marketo #Marketo Page 6 6 Page
  • 7. Calling All Stakeholders Number of People Involved in Technology Buying Decisions by Purchase Amount $25,000 - $99,999 1-3 4-8$100,000 - $999,999 9 - 15 >15 15More than $1 million 0% 10% 20% 30% 40% 50% 60% #Marketo #Marketo Page 7 7 Page
  • 8. New World Prospecting INBOUND OUTBOUND SEO Bottom-up lead gen Blogs g Enhanced lead qualification Twitter Multiple points of Content P C t t Premiums i engagement Word of Mouth #Marketo @ericschwartzman @pgillin #Marketo Page 8 8 Page
  • 9. Tools for the Funnel Impression White paper | eBook Analyst report | Publication Blog | Article | Tweet | Podcast Sales Lead Quality Contact Case study | Video testimonial Guided G id d tour | Product d P d demo Webinar | Press coverage Prospect Glossary | ROI calculator Free trial/Consultation Help desk | Chat | Forum Training | Usage tips Contact information C t ti f ti Customer Source: NowSpeed Marketing, Inc. #Marketo #Marketo Page 9 9 Page
  • 10. Mainstays of B2B Social Media Value of Each Social Media Platform Blogging LinkedIn YouTube TwitterFacebook 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Least important 2 3 4 Most important BtoB Magazine Survey of 387 Marketers, April, 2010 #Marketo #Marketo Page 1010 Page
  • 11. Start Listening • RSS • Facebook (limited) • Google and Google Alerts g g • LinkedIn (limited) • FeedMyInbox (and related) • Industry‐specific sites and  • Social Mention blogs • Omgili g • Boardtracker • Advanced Twitter search • Google “Similar” command • Backtweets • Flickr • YouTube • SlideShare • Customer ratings sites (e‐ pinions, GetSatisfaction,  Yelp, BazaarVoice) #Marketo @ericschwartzman @pgillin #Marketo Page 1111 Page
  • 12. Work From the Business Goal Goal Metrics Tactics ToolsBusiness Goal Measurement Tactics Tools  Increase  Publish Six New  Hire Tech Generate Webcast/White White Papers Freelancers  Initiate Monthly  List Rentals 30% More Paper Reg’s by 60% Webcasts  Create CoTweet Leads L d  I Increase Traffic to T ffi t WP Landing Pages  S Sponsor MiMicrosite on TechTarget it Account A t  Increase PR 120%  Build Targeted Budget  Increase 800- Twitter List (500)  Hire E-mail Number Calls by  Dedicated Monthly Marketing Firm 80% E mail E-mail Blast  Initiate Blogger  Promote To Trade Relations Program Publications  List in Tech Directories Review and Revise #Marketo #Marketo Page 1212 Page
  • 13. Thought Leadership #Marketo #Marketo Page 1313 Page
  • 14. Lead Gen Excellence 73 blogs 17 bloggers 600% jump in leads Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director #Marketo @ericschwartzman @pgillin #Marketo Page 1414 Page
  • 15. Share Everywhere: Clickable Gurus Goal Generate Leads Tactic Build awareness by sharing domain knowledge Metrics Unique visits; Online mentions; Referrals; Conversions Results 2,000% increase in visitors 300% improvement in buzz 50% increase in customers 400% increase in ad billings #Marketo #Marketo Page 1515 Page
  • 16. Oh, the Things That You Know! March 30 April 4 April 9 p Prospect reaches website Prospect responds to e-mail Prospect attends webcast, through search query "small invitation for "Choosing Small stays 45 minutes and submits a business accounting," views Business Accounting Software" question related to legal four pages and subscribes to webcast 30 minutes after e- practices. newsletter. mail is sent. April 10 April 12 Prospect clicks link in webcast Prospect downloads trial summary e-mail to visit version of your small business product description page. He accounting software for legal downloads PDF of product practices. brochure about software for legal practices. #Marketo #Marketo Page 1616 Page
  • 17. Social Networks: The Power of 130 The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities #Marketo @ericschwartzman @pgillin #Marketo Page 1717 Page
  • 18. LinkedIn for Business Active Groups… …and a Distinctive Approach to Company Profiles #Marketo #Marketo Page 1818 Page
  • 19. Reuse and Distribute Use Every Available Channel to Promote #Marketo #Marketo Page 1919 Page
  • 20. Don’t Just Say “Follow Us On Twitter” Promote benefits of membership Describe content Offer Off multiple lti l topical destinations Embed widgets to keep people on site #Marketo @ericschwartzman @pgillin #Marketo Page 2020 Page
  • 21. ROI is Simple, Knucklehead (GAIN FROM INVESTMENT - COST OF INVESTMENT)ROI = COST OF INVESTMENT #Marketo #Marketo Page 2121 Page
  • 22. These are NOT ROI Impressions Press coverage Website Visitors Video views Click-throughs Retweets Coupons distributed Store visits “Buzz” FriendsEmployment applications Blog comments FaceBook friends Twitter followers But if you can quantify their financial impact, impact you have ROI! #Marketo @ericschwartzman @pgillin #Marketo Page 2222 Page
  • 23. Basic Business Metrics Lifetime Value of a Customer = (Longevity * Revenue) * Margin Conversion Rate = New Customers/ Visits or Leads Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value #Marketo #Marketo Page 2323 Page
  • 24. OK, Let’s Make it Real Typical customer Moe spends $10,000/year with you Moe is with you for five years Your profit margin is 10% Lifetime value of Moe is ($10,000 ($10 000 * 5) * .1 = $5 000 1 $5,000 #Marketo #Marketo Page 2424 Page
  • 25. Applying ROI: Value of a Visitor Monthly 10,000 Visitors Conversion .5% Rate Lifetime Value $5,000 Calculation ( , (10,000 * .005 * 5)/10,000 ) , Value of a $25 Visitor #Marketo @ericschwartzman @pgillin #Marketo Page 2525 Page
  • 26. paul@gillin.com508‐656‐0734www.gillin.com / Blog: paulgillin.comEric Schwartzman310‐455‐4000ericschwartzman.com/ Blog: ontherecordpodcast.com #Marketo
  • 27. Q&A@pgillin@ericschwartman #Marketo
  • 28. Post‐webinar discussionhttp://linkd.in/marketo‐group  #Marketo
  • 29. The Revenue Masters Webinar SeriesJanuary - May 2011 Social Media for Business Marketers The Definitive Guide to Lead Scoring The Definitive Guide to Lead Scoring CEO Roundtable Discussion From No‐Budget to Signed Deal using Provocation‐Based Selling Winning with Better Landing Pages Winning with Better Landing Pages Search Marketing and Social Media Building a Successful Customer Community Adding the Human Touch into your Lead Nurturing Addi th H T hi t L dN t i Featuring Anne Holland, Sandy Carter, Paul Gillin, Jon Miller,  Lee Odden, Brian Carroll, Rand Fishkin, and more. Lee Odden Brian Carroll Rand Fishkin and more www.marketo.com #Marketo #Marketo Page 29
  • 30. The Revenue Masters Webinar SeriesJanuary - May 2011 Social Media for Business Marketers The Definitive Guide to Lead Scoring The Definitive Guide to Lead Scoring CEO Roundtable Discussion From No‐Budget to Signed Deal using Provocation‐Based Selling Winning with Better Landing Pages Winning with Better Landing Pages Search Marketing and Social Media Building a Successful Customer Community Adding the Human Touch into your Lead Nurturing Addi th H T hi t L dN t i Featuring Anne Holland, Sandy Carter, Paul Gillin, Jon Miller,  Lee Odden, Brian Carroll, Rand Fishkin, and more. Lee Odden Brian Carroll Rand Fishkin and more www.marketo.com #Marketo Page 30
  • 31. The Revenue Masters Webinar SeriesJanuary - May 2011 Social Media for Business Marketers The Definitive Guide to Lead Scoring The Definitive Guide to Lead Scoring CEO Roundtable Discussion From No‐Budget to Signed Deal using Provocation‐Based Selling Winning with Better Landing Pages Winning with Better Landing Pages Search Marketing and Social Media Building a Successful Customer Community Adding the Human Touch into your Lead Nurturing Addi th H T hi t L dN t i Featuring Anne Holland, Sandy Carter, Paul Gillin, Jon Miller,  Lee Odden, Brian Carroll, Rand Fishkin, and more. Lee Odden Brian Carroll Rand Fishkin and more www.marketo.com #Marketo Page 31
  • 32. Thank YouContact UsContact Us+1.877.260.6586www.marketo.com