How to Build Your Sales Pipeline with Social and Emerging Media<br />Moderated by: <br />Laura Horton <br />Marketing Mana...
Panelists<br />Chris UschanDirector of Online Marketing<br />Courtney WileyDirector of Digital Marketing<br />Rob MacEwan ...
Chris Uschan<br />
Everybody’s Doing It <br />
B2B Social Media in Practice<br />Product/Community<br />Awareness, Expertise<br /><ul><li>  Conference 2.0TM
  Engage365 / EventCamp</li></ul>Content Marketing &<br />Lead Generation<br />Reach, Nurture<br /><ul><li>Connect w/ Thou...
Content Hub (blog)
Bi-Monthly Emails</li></li></ul><li>
Advice           &      Resources<br /><ul><li>Strategy/Plan
 Commitment (Time, Length, Execs)
 Support Biz Objectives
Listen/Participate
 Build relationships
 Learn
Try – Fail – Try
 Measure, learn, adapt
 Can’t do everything
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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.

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How to build your sales pipeline with social and emerging media

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