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7 Tactics For a Bad-ass B2B Social Media Strategy
- 1. 7 Tactics for a Badass B2B Social
Media Strategy
Jason Miller - Marketo
@JasonMillerCA
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Revenue Performance Management Leader
• Powerful and easy marketing automation, lead
nurturing, and lead scoring
• Cloud-based solutions to help enterprises of all sizes:
• Expand lead flow
• Increase sales effectiveness
• Optimize sales and marketing investments
• >2200 customers; 130% YOY growth
• Fastest growing SaaS vendor
#28 Most Promising #1 Fastest Growing Marketing Solution Best Marketing Best Marketing and
Company in America Private Silicon Valley Co. Winner Solution Sales 2.0 Solution
Page 2
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Why Social?
• 50 – 70% of the buying cycle is now completed
before customers ever engage with a sales
person
• 56% of B2B marketers acquired new customers
using social media in 2011
• 70% of marketers now use social media as part
of their marketing strategy.
Page 3
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Page 4
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 5. Three Essentials for Success
• Inbound is not Enough
• 4-1-1 Rule
• Content is still king
Page 5
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 6. #1 - Your Corporate Blog: The Motorcycle Club
Page 6
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 7. #2 – Repurpose, Repurpose, then Repurpose
Some More
Page 7
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 8. #3 – Rev Up Your Twitter Campaigns
• Organic + Promoted tweets
• Leverage employees and advocates
• A/B test, measure and optimize
Page 8
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Twitter for Lead Generation
• Combination of search
& timeline campaigns
• $109k invested
• 2,995 Prospects
• $ per Prospect: $37
• $290k pipeline to date
Page 9
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 10. #4 – Add Some Nitrous to Facebook
• Visual is vital
• Breaking through EdgeRank
• Tying it back to your offer
Page 10
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 12. Don’t Take Yourself Too Seriously
Page 12
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 13. #5 – Kick-start Your Presentations with
Slideshare
• Demonstrate your expertise
• Attach to something bigger
• Use both paid and earned media
Page 13
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 14. Slideshare for Lead Generation
• $5k invested
• 2,765 names
• 57 new prospects
• $ per Prospect: $94
• $107k pipeline to date
Page 14
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 15. #6 – Tune Up Your Linkedin Presence
1. Optimize Business Page
2. Optimize Individual Employee Pages
3. Utilize Groups, Linkedin Today, Newsfeed
Page 15
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 16. #7 – Peer to Peer Recommendations
Page 16
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 18. Test & to Measure Effectiveness and Lift
Data Tune With Social Funnel Metrics
Page 18
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Bonus Tactic - YouTube for Lead Generation
1. Optimize Your Channel
2. Optimize Individual Videos
3. Encourage Comments and Subscribers
Page 19
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 20. YouTube for Lead Generation
Page 20
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 21. Download the Optimize Your Social
Channels for Lead Generation eBook:
http://bit.ly/Marketo-eBook
Thank you!
Jason Miller
Social Media Strategist
@JasonMillerCA @Marketo
© 2012 Marketo, Inc. Marketo Proprietary and Confidential