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Sweet Leads Are Made of This: Integrating Social Media With Marketing Automation

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For many of us it’s time to move past social media 101 and on to the next level. When we talk about integrating social with Marketing Automation, we’re not just talking about developing and launching …

For many of us it’s time to move past social media 101 and on to the next level. When we talk about integrating social with Marketing Automation, we’re not just talking about developing and launching social campaigns – we’re talking about how to make all your campaigns social. By integrating social media with marketing automation you can deploy a variety of social applications to all the places where you're already touching prospects – from your website and landing pages to your Facebook pages and emails. Integrating social applications into marketing automation also allows tracking, giving you the ability to build a powerful Social CRM database that includes social profiles of individuals, their sharing behavior, and the impact to your bottom line. You can use these insights to strengthen all your lead scoring and nurturing activities.

Join us for this ground-breaking webinar and discover how to create an automated social engagement strategy that will allow you to:

• Develop relationships with very early-stage prospects before they even enter your database
• Build and maintain relationships with known prospects as they educate themselves
• Support the sales cycle once the buyer engages in a formal buying process with a sales rep
• Deepen and expand relationships with existing customers and nurturing prospective leads
• Integrating social applications into your marketing automation strategy

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    No notes for slide
  • Mention short forms and progressive profiling
  • See customer preso
  • Step 1: Important to track all touches
  • Map content to the buying stage {keep it short}
  • Map content to the buying stage {keep it short}
  • This brings us to a broader discussion about visual content.Unfortunately, so many companies are producing content that there is too much to read.  To ensure our content is consumed we have to find ways to make it more visual and more consumable by our readers… InfographicsCartoonsMemesPhotosVisual note-taking These can be very simple, and with the proper promotion will likely end up with more views than the actual written content piece you created.  Inbound Marketing Slideshare:136K views ofslidesharevs 10,600 for the whitepaper itself –12.5X+Plus612 Downloads, 421 New Names
  • See customer preso
  • Make every sharing trackable, then testable and optimize over time
  • These are our REAL influencers.Some Marketo employees, but also others notThis is OUR Klout score

Transcript

  • 1. © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSweet Leads Are Made of This:Integrating Social Media WithMarketing AutomationJason Miller, Sr. Manager Social Media Strategy@JasonMillerCA
  • 2. © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialJason MillerSubscribe to blog.marketo.com@JasonMillerCA1. Worked in the music industry for 12 Years2. Concert photographer & music blogger3. Played in a “Hair Metal” band and releasedtwo records.4. Guns N Roses retweeted one of myMarketo blog posts.
  • 3. Page 3© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialEasy.Powerful.Complete.Marketo makesMarketing Software that is
  • 4. Page 4© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYour Philosophical Approach to Social isKillin’ Me
  • 5. Page 5© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialROI of Social is No Longer a Mystery
  • 6. Page 6© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialA Few Presumptions• A basic understanding of marketing automation.• You are already using social media for business.• You have content.• You are ready to prove that social works for leadgeneration.
  • 7. Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential70% of the Buying Cycle is AlreadyComplete Before a Prospect is Ready toTalk to Sales.
  • 8. Page 8© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYou Better Have Content that AnswersTheir Questions.
  • 9. Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential 9
  • 10. Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential 10Social Media Leads Do Not Come in a Box
  • 11. Page 11© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAll Leads are NOT Created Equal11
  • 12. Page 12© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialBut, Social Leads are NOT Ready to Buy
  • 13. Page 13© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYou Would Have Better Luck Finding…..
  • 14. Page 14© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialReach&EngagementSocialLiftSocialLiftSocialLiftSocialLiftSocialLiftLandingPagesWebsite FacebookPagesOnline Ads EmailSocialLiftEventsMaking Every Campaign Social
  • 15. Page 15© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFive Essentials for SuccessInbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates
  • 16. Page 16© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialInbound + Outbound =Awesomeness
  • 17. Page 17© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe 4-1-1 Rule“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantlyshare four pieces of relevant content written byothers.”Do This Not This
  • 18. Page 18© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent Fuels Social AND MarketingAutomation: So ……….Repurpose, Repurpose, thenRepurpose Some More
  • 19. Page 19© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSocial Signals Influence Google
  • 20. Page 20© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLeverage Your Employees & Advocates
  • 21. Page 21© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAre You Ready to See Something Amazing?
  • 22. Page 22© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTwitter for Lead Generation• Combination of search& timeline campaigns• $109k invested• 2,995 Prospects• $ per Prospect: $37
  • 23. Page 23© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLead Gen Cards Synched to MA
  • 24. Page 24© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWait for it……
  • 25. Page 25© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Seventeen Thousand Dollar TweetFirst TouchTweet!
  • 26. Page 26© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialPrepare to Have Your Mind Blown
  • 27. Page 27© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Forty Thousand Dollar Facebook PostFirst TouchFacebook!
  • 28. Page 28© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialA Social Media Marketing Badass
  • 29. Page 29© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAnd the Award Goes to:
  • 30. Page 30© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTrack All Touches Across PeopleScreenshot: Marketo Revenue Cycle Analytics
  • 31. Page 31© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDoes Facebook Work for B2B Lead Gen? HellYes!
  • 32. Page 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential• Current active opportunities –specific contacts• Marketing executives atTarget Enterprises• Key bloggers, reporters, andanalysts• Fans of complementarysolutions and competitorsHeavy focus on Mobile FeedFacebook Custom Audiences – the biggestthing in Facebook since company pages
  • 33. Page 33© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDoes Facebook Work for B2B Lead Gen? HellYes!
  • 34. Page 34© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRaising Affinity for the Big Delivery
  • 35. Page 35© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOptimizing Your Facebook Page
  • 36. Page 36© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFacebook for Lead Generation
  • 37. Page 37© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWhich Social Channel Provides the HighestROI? (Goes to Eleven)
  • 38. Page 38© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSlideshare: The Sleeping Giant for LeadGeneration• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to date
  • 39. Page 39© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialHow About Some Free Links? Yes Please.
  • 40. Page 40© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialHow About Some Free Links? Yes Please.
  • 41. Page 41© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialGive Your Content a Fighting Chance withGoogle Authorship:
  • 42. Page 42© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialResearch data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsPricing, demos, servicesinformation, 3rd party reviews,customer case studiesEarly StageMiddle StageLate Stage
  • 43. Page 43© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialResearch data, funny videos,curated lists, infographics,thought leadershipThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsPricing, demos, servicesinformation, 3rd party reviews,customer case studiesEarly StageMiddle StageLate Stage
  • 44. Page 44© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialShort Forms Outperform Long FormsShort (5)Conversion: 13.4%Cost per: $31.24Medium (7)Conversion: 12.0%Cost per: $34.94Long (9)Conversion: 10.0%Cost per: $41.90
  • 45. Page 45© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Perfect Social Landing Page
  • 46. Page 46© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Rise of Visual Content328,000views!17,000viewseBook Interactive Infographic
  • 47. Page 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 48. Page 48© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTurn on the Power of Peer to Peer
  • 49. Page 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 50. Page 50© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTest & Tune With Social Funnel Metrics
  • 51. Page 52© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAdditional ResourcesThe Definitive Guide to Social Marketinghttp://marketo.com/DG2SMThe Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MMOptimize Your Social Channels for Lead Generationhttp://www.marketo.com/ebooks/how-to-optimize-your-social-channels-for-lead-generation/