7 Tactics for a Badass B2B Social
Media Strategy
Jason Miller - Marketo
@JasonMillerCA
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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.
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Three Essentials for Success
• Inbound is not Enough
• 4-1-1 Rule
• Content is still king
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#1 - Your Corporate Blog: The Motorcycle Club
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#2 – Repurpose, Repurpose, then Repurpose
Some More
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#3 – Rev Up Your Twitter Campaigns
• Organic + Promoted tweets
• Leverage employees and advocates
• A/B test, measure and optimize
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Twitter for Lead Generation
• Combination of search
& timeline campaigns
• $109k invested
• 2,995 Prospects
• $ per Prospect: $37
• $290k pipeline to date
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#4 – Add Some Nitrous to Facebook
• Visual is vital
• Breaking through EdgeRank
• Tying it back to your offer
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Don’t Take Yourself Too Seriously
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#5 – Kick-start Your Presentations with
Slideshare
• Demonstrate your expertise
• Attach to something bigger
• Use both paid and earned media
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Slideshare for Lead Generation
• $5k invested
• 2,765 names
• 57 new prospects
• $ per Prospect: $94
• $107k pipeline to date
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#6 – Tune Up Your Linkedin Presence
1. Optimize Business Page
2. Optimize Individual Employee Pages
3. Utilize Groups, Linkedin Today, Newsfeed
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#7 – Peer to Peer Recommendations
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Test & to Measure Effectiveness and Lift
Data Tune With Social Funnel Metrics
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Bonus Tactic - YouTube for Lead Generation
1. Optimize Your Channel
2. Optimize Individual Videos
3. Encourage Comments and Subscribers
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

YouTube for Lead Generation
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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