7 Tactics For a Bad-ass B2B Social Media Strategy

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7 Tactics For a Bad-ass B2B Social Media Strategy

  1. 1. 7 Tactics for a Badass B2B Social Media Strategy Jason Miller - Marketo @JasonMillerCA© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  2. 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 SolutionPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  3. 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. 4. Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  5. 5. Three Essentials for Success • Inbound is not Enough • 4-1-1 Rule • Content is still kingPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  6. 6. #1 - Your Corporate Blog: The Motorcycle ClubPage 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  7. 7. #2 – Repurpose, Repurpose, then Repurpose Some MorePage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  8. 8. #3 – Rev Up Your Twitter Campaigns • Organic + Promoted tweets • Leverage employees and advocates • A/B test, measure and optimizePage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  9. 9. Twitter for Lead Generation • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to datePage 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  10. 10. #4 – Add Some Nitrous to Facebook • Visual is vital • Breaking through EdgeRank • Tying it back to your offerPage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  11. 11. Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  12. 12. Don’t Take Yourself Too SeriouslyPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  13. 13. #5 – Kick-start Your Presentations with Slideshare • Demonstrate your expertise • Attach to something bigger • Use both paid and earned mediaPage 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  14. 14. Slideshare for Lead Generation • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to datePage 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  15. 15. #6 – Tune Up Your Linkedin Presence 1. Optimize Business Page 2. Optimize Individual Employee Pages 3. Utilize Groups, Linkedin Today, NewsfeedPage 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  16. 16. #7 – Peer to Peer RecommendationsPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  17. 17. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  18. 18. Test & to Measure Effectiveness and Lift Data Tune With Social Funnel MetricsPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  19. 19. Bonus Tactic - YouTube for Lead Generation 1. Optimize Your Channel 2. Optimize Individual Videos 3. Encourage Comments and SubscribersPage 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  20. 20. YouTube for Lead GenerationPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  21. 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

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