How to Master B2B Social Media Marketing-Hubspot

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  • 1. Mastering B2B Social Media
  • 2. I’m Brian Bodnar. I’m Kipp Halligan.Nice to meet you. Nice to meet you. @KippBodnar
  • 3. I’m BrianCohen. I’m Jeff Halligan.Nice to meet you. Nice to meet you. @JeffreyLCohen
  • 4. I’m Brian Halligan.We wrote The B2BNice toMedia you.Social meet Book. amzn.to/b2bsm2
  • 5. #B2BSM
  • 6. Your opportunityto shine
  • 7. 60% of the salescycle is over –before a buyer talks to your salesperson. 91 CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
  • 8. B2B>B2C
  • 9. Relationshipbased sales
  • 10. Already havethe expertise
  • 11. Clear customerPersonas
  • 12. People toPeople
  • 13. Closed MillionsIn Sales FromOnline LeadsROI – 2800%!
  • 14. #B2BSM
  • 15. B2B MythsBusted
  • 16. Marketing is an asset NOT an expense.@KippBodnar Tweet This! #B2BSM
  • 17. B2B SOCIALMEDIA ISABOUT REACHBUILDING
  • 18. The Social Web Rewards Reach
  • 19. B2B companies should obsess about building reach as much or MORE than B2C companies.@JeffreyLCohen Tweet This! #B2BSM
  • 20. Social reach isthe newword-of-mouthreferral engine
  • 21. Share lots oflinks
  • 22. BITLY, 9/2011The shelf life of a social media link is 3 hours.
  • 23. THE Links to company blog posts 10-4-1 Links to third- party articles Link to a company landing page RULE
  • 24. B2B SOCIALMEDIA ISABOUT SELLING
  • 25. Your goal shouldnt be to buy leads. Your goal should be to buy customers.@KippBodnar Tweet This! #B2BSM
  • 26. 73% of CEOs don’t believe marketersdrive revenue. 91 FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
  • 27. Leads fixthe problem
  • 28. How Social Media Leads Happen1Tweet Landing Page Form Lead Like Blog CTA Landing Post Page Product CTA Landing +1 Page Page
  • 29. DedicatedMonitoring http://www.flickr.com/photos/giara/2211500258
  • 30. Place CTAsEverywhere
  • 31. Improveand Iterate
  • 32. #B2BSM
  • 33. B2B SOCIALMEDIA HASCLEAR ROI
  • 34. If you can’t count it, why do it?@KippBodnar Tweet This! #B2BSM
  • 35. Math Ahead
  • 36. TLV-COCA = ROI (%) COCA
  • 37. Total LifetimeValue
  • 38. Cost of CustomerAcquisition
  • 39. First- Vs. Last-Action Attribution Last-Action Attribution: Attends Buys Clicks on a Sales Call Product PPC AdLooks atProduct Page First-Action Signs Up For Attribution: Reads Blog Webinar User Clicks Post Link on Twitter
  • 40. 10K-3K = 233% 3K
  • 41. B2B SOCIALMEDIA ISONLY ONE PIECE
  • 42. Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.@JeffreyLCohen Tweet This! #B2BSM
  • 43. Trade showsare social too
  • 44. GOAL:Use Social Media ToPromote OfflineEvents
  • 45. 5,000 T-Shirts
  • 46. RESULT:235% Increase inevent ticketsdistributed and 95%redeemed
  • 47. THE BEST TIMEEVERFORMARKETERS
  • 48. Master B2B Social Media with reach, lead gen, data and integration with offline activities.@KippBodnar Tweet This! #B2BSM
  • 49. The Potof Gold http://www.flickr.com/photos/tao_zhyn/442965594/
  • 50. Prove the CEO Wrong
  • 51. You’re theStar
  • 52. THANK YOU
  • 53. I’m Brian Halligan.We wrote The B2BNice toMedia you.Social meet Book. amzn.to/b2bsm2
  • 54. RECEIVE ACOMPLIMENTARYI’m Brian Halligan. www.HubSpot.com/IMANice to meet you.MARKETINGASSESSMENT FROM