How to build your sales pipeline with social and emerging media
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How to build your sales pipeline with social and emerging media

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Learn how to build your sales pipeline by using these social media tips and best practices from a panel of experts.

Learn how to build your sales pipeline by using these social media tips and best practices from a panel of experts.

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How to build your sales pipeline with social and emerging media How to build your sales pipeline with social and emerging media Presentation Transcript

  • How to Build Your Sales Pipeline with Social and Emerging Media
    Moderated by:
    Laura Horton
    Marketing Manager, Pardot
  • Panelists
    Chris UschanDirector of Online Marketing
    Courtney WileyDirector of Digital Marketing
    Rob MacEwan Managing Director
  • Chris Uschan
    View slide
  • Everybody’s Doing It
    View slide
  • B2B Social Media in Practice
    Product/Community
    Awareness, Expertise
    • Conference 2.0TM
    • Engage365 / EventCamp
    Content Marketing &
    Lead Generation
    Reach, Nurture
    • Connect w/ Thought leaders (Twitter, Lists, Groups, LI)
    • Content Hub (blog)
    • Bi-Monthly Emails
  • Advice & Resources
    • Strategy/Plan
    • Commitment (Time, Length, Execs)
    • Support Biz Objectives
    • Listen/Participate
    • Build relationships
    • Learn
    • Try – Fail – Try
    • Measure, learn, adapt
    • Can’t do everything
    • Pick a few, do them well!
    • Junta42
    • SmartBriefs
    • Hubspot
    • Chris Brogan
    • MarketingProfs.com
    • WOM - Andy Sernovitz
    • New Marketing – David Scott
    • Made to Stick – Chip Heath
    • Groundswell - Forrester
    • My Peers - Events
  • Courtney Wiley
  • Social Media for B2B is the “New Normal”
    33% visit social media sites to engage in research before making a purchasing decision.
    47% say social media sites influence their decision to purchase from a specific company.
    26% have changed their minds about a purchasing decision after reading peer comments on a social media site.
  • B2B Marketers to Boost Spending
  • How We Use Social Media for B2B
    Attract. “INgage.” Reward. Repeat.
    • Twitter, LinkedIn
    • Search + connect to attract analysts, prospects, PR connects, customers
    • Establish business partnerships with like-minded organizations
    • Be everywhere all the time with hashtags and schedulers
    • Customer care inquiries, requests
    • Go deeper with RTs, @ mentions. “INgage” on a 1-to-1 level
    • Online Community and Chat
    • Find new customers through friends, provide micro-groups
    • Integrate social media results in search engines
    • Leverage Pardot data for immediate chat sessions
    • Facebook
    • “Like” customers and prospects, engage by leaving messages
    • Broadcast solution videos
    • Use photos to show off company culture
    • YouTube
    • Connect videos with landing pages
    • Increase search engine ranking + brand recognition
    • Social Bookmarking Sites
    • Generate exposure for brands, tag appropriately
    • Email marketing, prospecting via Pardot
    • Include social media channels on all outgoing emails, track links
    • Use new Pardot feature to quickly research prospects
    Drive qualified traffic
    2. Generate net new leads
    3. Increase loyalty
  • Cost Savings Case Study
    INgage Networks has identified $10,000 per employee in cost savings and potential revenue
    AVAILABLE ONLINE at http://www.ingagenetworks.com/case-studies
  • Rob MacEwan
  • Engaging Social Media Users
    It’s not about selling – It’s about engaging
    Partners – Build your brand
    Thought Leaders – Learn from them
    Peers in Other Industries – Get referrals
    Competitors – Listen, Advance the Industry
    Customers – Promote them, Help them
  • It’s Not Working!
    • Most B2B Customers aren’t there
    • Be Patient
    • Incorporate Social Content on your Site
    • Payoff is Longer Term
    • Figure it out now
    • Develop Success Measurements
    • Don’t get distracted
    • Focus and keep relevant
    • Keep doing the regular stuff
  • Action Items
    • Call to Action
    • Link to your landing pages and forms
    • Track your links to your content
    • Do Everything
    • Let users pick the type of content they want
    • Blog, Video, Whitepaper, Email, Seminar
    • It’s just another touch
    • Use other reliable methods to keep dripping
  • Keep in Touch
    Chris Uschan - Omnipresscuschan@omnipress.com@chrisuschan
    Courtney Wiley - Ingage Networkscwiley@ingagenetworks.com@wileyccoyote
    Rob MacEwen - Audaxium
    rob.macewen@audaxium.com
    @robmacewen