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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

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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
    • Everybody’s Doing It
    • 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