Using Mobile, Social and Video to Generate Leads and Revenue

Like this? Share it with your network

Share

Using Mobile, Social and Video to Generate Leads and Revenue

  • 19,154 views
Uploaded on

Join Jon Miller, VP Marketing at Marketo and Joan Babinski, VP of Marketing at Brainshark for a dynamic webinar to learn how to leverage new content formats and delivery channels, and begin to attract ...

Join Jon Miller, VP Marketing at Marketo and Joan Babinski, VP of Marketing at Brainshark for a dynamic webinar to learn how to leverage new content formats and delivery channels, and begin to attract and nurture potential buyers.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
19,154
On Slideshare
13,684
From Embeds
5,470
Number of Embeds
33

Actions

Shares
Downloads
219
Comments
0
Likes
6

Embeds 5,470

http://www.marketo.com 4,217
http://smartcapital.com.ua 521
http://uk.marketo.com 317
http://au.marketo.com 89
https://www.marketo.com 74
http://feeds.feedburner.com 46
http://www.linkedin.com 40
http://willscullypower.wordpress.com 37
http://eu.marketo.com 32
http://asia.marketo.com 26
http://mea.marketo.com 17
http://translate.googleusercontent.com 6
http://redesign.marketo.com.dev 6
http://simple.www.marketo.com 5
http://news.google.com 5
http://redesign.marketo.flickerbox.com 5
http://stage.www.marketo.com 3
http://www.interactivemarketing.net 3
http://www.google.com 2
https://au.marketo.com 2
https://www.facebook.com 2
http://www.google.com.pk 2
http://nathan.dev.www.marketo.com 2
https://www.google.co.uk 2
http://us-w1.rockmelt.com 1
https://uk.marketo.com 1
http://www.marketo.co.uk 1
http://paper.li 1
http://makemoneyonlinescams.blog.com 1
http://www.marketonation.com 1
http://www.twylah.com 1
http://localhost 1
https://www.google.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Using Mobile, Socialand Video to Generate Leads and Revenue
  • 2. Before We Get Started• Interact with the presenters anytime – ask questions!• Type into the “ask a question” text area – click submit.• The slides will advance automatically throughout the event.• Having trouble? Click “Help” link below the media player.
  • 3. Hi, I’m Joe Pulizzi (@juntajoe)
  • 4. Content MarketingInformation & Research
  • 5. Events & Workshops
  • 6. Consulting Services
  • 7. Today you will leave here with:• Common sense strategies for generating leads.• Look at Video/Social/Mobile not as separate pieces, but ones that can be powerful together.• Tactics and examples that work.
  • 8. Today’s Presenters Jon Miller, VP Marketing, MarketoJoan Babinski, VP Marketing, Brainshark
  • 9. About Jon Miller• Co-founder of Marketo• Leads strategy and execution• Named a Top 10 CMO by CMO Institute• Stanford MBA
  • 10. Today’s Agenda• Changing buyer behaviors• Social lead nurturing• Seed nurturing Jon Miller VP Marketing Marketo @jonmiller2
  • 11. THEN NOW BUYER SALES REP SALES REP
  • 12. Before Before Now Google SocialInformation • Information • Information • Information Availability Scarcity Online Abundance • Brand and • Social and Awareness • SEO, PPC Email ContentMarketing Marketing • All Leads • Lead NurturingProcesses Passed to and Scoring • “Seed Sales Nurturing”
  • 13. Two Key PhasesAfter Registration Before Registration“Lead Nurturing” “Seed Nurturing”
  • 14. Making it easy to share
  • 15. Social Prospects Not Ready to Buy Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL SAL Prospect &All Names Recycled SQL Engaged Lead Sales Lead Lead Opportunity Nurturing Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLN
  • 16. Social Listening
  • 17. • Segment campaigns based on social interactions• Trigger follow-up campaigns based on social media interactions• Adjust lead scoring to reflect social conversations• Notify sales reps when prospects & customers make interesting comments Social Activity is Liked on Facebook Social Scoring Lead Score +35 Social Response RPM ROI Email RPM
  • 18. Seed Nurturing• Make valuable content freely available• Share it: – RSS – Facebook – Social influencers
  • 19. Social Increasing as Traffic DriverOrganic SEO = 30%Social = 10% but growing 8X faster Make Your Content Social
  • 20. Mobile Content• Short attention spans• Actionable: click to call; short forms; QR codes; SMS• Video works great Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066
  • 21. Key Takeaways• Buyers will opt out, screen out, throw out• Always be helping / be remarkable and relevant• Set your content free• Convert traffic into prospects• Nurture: Only 20% of new qualified Prospects are ready to engage with Sales
  • 22. About Joan Babinski• Founder and VP of Marketing• Leads marketing and demand generation• Former VP USTrust• Babson College MBA
  • 23. Today’s Agenda• Why video & mobile matters for social• Styles of video• Best practices & examples Joan Babinski to drive demand VP Marketing Brainshark, Inc. @jabobabo
  • 24. Why Video for Seed Nurturing?
  • 25. Why do people like online videos? 25% Engaging and memorable 10% 36% Easily shareable on social networking sites or emailSource: Harris Interactive Poll
  • 26. Online Video Goes Mainstream Watch Online VideosSource: The Nielsen Company
  • 27. Mobile Video Traffic Growing 92% per Year 2015 2011 2010Source: Cisco
  • 28. Styles of Video User Mini Video Business HighGenerated Webinar Infographic Casual Production Value
  • 29. Example: Video & Social
  • 30. Generating Demand with Video 5 Best Practices1. Calls to action & interactivity2. Re-use across social & web channels3. Combine w/ other media types4. Optimize pages for search5. Identify your “premium” video content
  • 31. Ex: Calls to Action & Interactivity
  • 32. Ex: Using Video Across Channels
  • 33. Ex: Optimize Pages for Search
  • 34. When Video goes Mobile: 3 ConsiderationsContext:How do people interact withthis channel?Calls to action:Are they mobile optimized?Share-appeal:Consider your audience andTHEIR audience
  • 35. What can you Measure?Content & Context:• Which video content is most attractive?• How long are you holding their attention?• On what social channels, devices• Sharing activityDemand Generation Results:• Conversions• Branded search volume• Subscribers to social channels
  • 36. Key Takeaways• Be engaging, valuable, and brief!• Video can take many forms – it doesn’t have to be difficult or expensive• Share-ability & mobility of your video will extend your reach & impact• Re-use & re-purpose on multiple channels• Measure effectiveness
  • 37. Questions & Answers Keep your questions coming.Type into the “ask a question” text area and click submit.
  • 38. Thank you for attending today’s webinar!A link to the archive will be sent to you within the next 2 business days. For more on CMI PROContentMarketingInstitute.com/Membership