Online Marketing Institute                Get Smarter. Get Certified.                 www.omicertified.com              De...
About Me  • In Online Marketing since 1997; specialize in complex & multi-    channel sales  • Principle at NordicClick In...
About this Session Is: • Overview • Mindset • Tactical, practical how to’s Is Not: • Keynote worthy futuristic predictions...
Notes Before We BeginJustthoughtthis wasfunny@adamproehl
Agenda        Introduction / Definitions        Content        Social        Email        Analytics        Optimization@ad...
Notes Before We Begin@adamproehl
Definitions@adamproehl                 7
Definitions  “Convergence”  • Overused buzzword term (sorry)  • The act, condition, quality, or fact    of converging (com...
Definitions “Demand Generation” “The practice of creating a customer’s propensity for and ability to buy from you.” Steve ...
Definitions  “Lead Generation”  “A series of marketing activities designed to  generate customer inquiries into your  comp...
Definitions  “Lead Nurturing”  “Working like hell and persisting beyond  belief to turn that lead into a sale”  -Me@adampr...
Demand Generation                    Lead       Lead Gen                  Nurturing@adamproehl                   12
For Success@adamproehl
Which hand needs to do what?@adamproehl                             14
Email & Social  Wrong way to look at it@adamproehl                    15
Email & Social  The Perfect Marriage@adamproehl                    16
Email & SocialA Natural Fit…Email hasalways beensocial                               17
Complex Sales = Multiple Touchpoints                  Search                                             ResearchStartingP...
What about Analytics?@adamproehl     Image Source: Encore 101 Blog   19
Hmm.. What to spend time & money on               Branded               Keyword               Queries@adamproehl          ...
AttributionTypes of Conversions: A simplified lamesports analogy@adamproehl
The “Last Click” Trap                               Don’t fall into it@adamproehl                                         22
Subract a few and what do you got?           Search                                             Research                  ...
Social & the Complicated Sale@adamproehl                         24
Content  What do you  have to say?  That’s  worthwhile?@adamproehl                25
B2B: Your StoryManufacturing Example:                            26
B2B: Your StoryServices                             27
Sales Target • Who • Needs • TasksImage Source: PSD Graphics           28
Example of Content Exercise@adamproehl                        29
Materials to Start From@adamproehl                             30
Capabilities Powerpoint Decks  • Usually Gold  • Sales & Marketing can    both get better  • Slide = Post@adamproehl      ...
Offline Materials  Borrow Content  Only make it interesting@adamproehl                       32
Real Customer Stories  • Best Source of All:@adamproehl            Image Source: Hosting.com   33
Support Emails  • Real Issues & Problem Statements  • Real Resolutions@adamproehl                            34
Form Inquiries  • Prospects  • Current Customers  • Tire Kickers@adamproehl                      35
Listen on a Sales Pitch  • Context  • Objections  • Stage  • Point of View@adamproehl                             36
Ask your database@adamproehl                       37
More Ideas  Content Strategy for the Web         Kristina Halvorson  Get Content, Get Customers         Joe Puluzzi & Newt...
Fresh Content  Blog?!?!?@adamproehl                   39
Look for Small Victories  • Find some easy stories to tell  • Tell, post, broadcast, & measure@adamproehl                 ...
Main Site Overkill  • TOO much content  • Trying to solve for EVERY possible use    case  • Text Heavy; Video page overkil...
Main Site Overkill  Solving:  • Blog Content  • Link back to main solutions page on site@adamproehl                       ...
Where Should You Be?@adamproehl                          43
Where is Your Audience?@adamproehl                        44
Engaging Potential Influencers Leverage current databases                                  Tool:@adamproehl
Ask Them…  • Let them know where you’re at  • Give them a reason to choose to engage  • Measure opens, clicks, likes, foll...
Example@adamproehl   47
Don’t Do This  Source: The Oatmeal@adamproehl                   48
Paid Targeting • Facebook Ads • LinkedIn Ads                          - Soft Sell / Branding                          - Me...
Paid Targeting  Sample Success Metrics:  • Site traffic referrals from Facebook &    LinkedIn@adamproehl                  ...
Paid Targeting  Sample Success Metrics:  • Site conversions referred from Facebook and    LinkedIn (contact forms, phone c...
Paid Targeting  Sample Success Metrics:  • Increase in the volume of branded keyword    queries (Webmaster Tools, Google A...
Paid Targeting Sample Success Metrics: • Increase in the volume of traffic via   branded keyword queries from “within   th...
Paid Targeting  Recommendation:@adamproehl                    54
Sleuthing   LinkedIn   Twitter List Mining   Social Monitoring Tools   @adamproehl               55
LinkedIn Sleuthing  • Seek Intros  • Join Groups  • Better yet, create  • Industry Education Focused  • Email@adamproehl  ...
Twitter SleuthingTool: Followerwonk• Bio Search• Influencers• “Wonk Score”• Good Starting  Point• Geo@adamproehl
Facebook Sleuthing@adamproehl                        58
Social Sleuthing  • Prospect & Customers’ customers  • Prospect & Customers’ competition@adamproehl                       ...
Don’ts@adamproehl            60
Social Sleuthing Goals  1) Direct Contact  2) 100 Cups of Coffee per year  3) Leads  4) Sales@adamproehl                  ...
Email & Social - Similarities  • Form of Communication  • Broadcast or 1:1  • Easy to Engage  • Easy to Ignore  • Easy to ...
Email: Crowdsource  • Content Ideas  • Stories  • Videos  • Testimonials / Reviews  • Problem Statement@adamproehl        ...
Email Post Summary@adamproehl                        64
Which Email Usually Gets Opened?Conversion Email• Transactions• Lead Submission• Whitepaper / E-book• Account Summaries   ...
Stats (That Mean Something)    #1  93% of B2B buyers start the buying  process with a search                            Ma...
#1@adamproehl              @adamproehl
More Stats (That Mean Something)   #2              The Approval Process              63% of B2B C-level execs turn        ...
More Stats (That Mean Something)    #3      8 out of 10 IT decision-makers said      word of mouth recommendations      ar...
Industry Prediction      “B2B will take advantage of social      commerce tools and adopt at scale within      3 years vs....
More Stats (that mean something)    #4 9 out of 10 buyers say “they will find you” when they’re ready to buy              ...
Q&A#4• Be there for the buyer• May grow bigger than reviews@adamproehl
Q&A#4 Staples SMB Printer Example:@adamproehl                                @adamproehl
Push/Pull  A little push is  OK  Really, it is…@adamproehl                      74
Analytics@adamproehl               75
Figure Out Your WheelWeb SiteSocial        Sales Rep   SupportReferral      Email       Sales Rep   76
MeasurementsAssigning Value: Assists (back to lame sportsanalogy)     Career leader in points@adamproehl
Measurements Assigning Value: Assists              Where would he be without these guys?@adamproehl
A Few Tools@adamproehl                 79
Blog Searches@adamproehl
Who Can Influence Your Brand?Tool: Muck Rack Muckrack.org@adamproehl
Who Can Influence Your Brand?                   www.foller.meTool: Foller• User Info• Topics• Hashtags• Mentions• Geograph...
Who influences the influencer?  Tool: Mentionmappwww.mentionmapp.com@adamproehl
SupportTool: Get Satisfaction  Price: Starting $19/mo@adamproehl
Actionable Measurements  Tool: Tweriod  Simple: When is  the best time to  tweet to your  followers?@adamproehl
Participation  Tool: Hashtags.org@adamproehl
Summary  • Email, Social, & Analytics…Just    communication & measurements  • If you’re doing nothing, start simple  • Fig...
Questions?             88
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Demand Generation: The Convergence of Social, Email, & Analytics

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Adam Proehl's presentation from OMI Bootcamp 2012 in Minneapolis and Chicago - April 2012.

Demand Generation: The Convergence of Social, Email, & Analytics

  1. 1. Online Marketing Institute Get Smarter. Get Certified. www.omicertified.com Demand Generation The Convergence of Social, Email, & Analytics Adam Proehl Managing Partner, NordicClick Interactive @adamproehl@adamproehl
  2. 2. About Me • In Online Marketing since 1997; specialize in complex & multi- channel sales • Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis • Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, MDMA, and others • Instructor at the Online Marketing Institute • Long Suffering Minnesota Sports Fan (Sorry)@adamproehl 2
  3. 3. About this Session Is: • Overview • Mindset • Tactical, practical how to’s Is Not: • Keynote worthy futuristic predictions • Chart overload@adamproehl 3
  4. 4. Notes Before We BeginJustthoughtthis wasfunny@adamproehl
  5. 5. Agenda Introduction / Definitions Content Social Email Analytics Optimization@adamproehl
  6. 6. Notes Before We Begin@adamproehl
  7. 7. Definitions@adamproehl 7
  8. 8. Definitions “Convergence” • Overused buzzword term (sorry) • The act, condition, quality, or fact of converging (coming together).@adamproehl 8
  9. 9. Definitions “Demand Generation” “The practice of creating a customer’s propensity for and ability to buy from you.” Steve Gershik VP of Marketing Sirius Desicions@adamproehl 9
  10. 10. Definitions “Lead Generation” “A series of marketing activities designed to generate customer inquiries into your company’s products or services.” Steve Gershik VP of Marketing Sirius Desicions@adamproehl 10
  11. 11. Definitions “Lead Nurturing” “Working like hell and persisting beyond belief to turn that lead into a sale” -Me@adamproehl 11
  12. 12. Demand Generation Lead Lead Gen Nurturing@adamproehl 12
  13. 13. For Success@adamproehl
  14. 14. Which hand needs to do what?@adamproehl 14
  15. 15. Email & Social Wrong way to look at it@adamproehl 15
  16. 16. Email & Social The Perfect Marriage@adamproehl 16
  17. 17. Email & SocialA Natural Fit…Email hasalways beensocial 17
  18. 18. Complex Sales = Multiple Touchpoints Search ResearchStartingPoint Use Get Help Evangelize Discovery Compare Share Research Success / Failure Purchase Decide Trust Web Site Social Sales Rep Support Referral Email Sales Rep 18
  19. 19. What about Analytics?@adamproehl Image Source: Encore 101 Blog 19
  20. 20. Hmm.. What to spend time & money on Branded Keyword Queries@adamproehl 20
  21. 21. AttributionTypes of Conversions: A simplified lamesports analogy@adamproehl
  22. 22. The “Last Click” Trap Don’t fall into it@adamproehl 22
  23. 23. Subract a few and what do you got? Search Research Use Get Help Evangelize Compare Share Research Success / Failure Purchase Decide TrustWeb SiteSocial Sales Rep SupportReferral Email Sales Rep 23
  24. 24. Social & the Complicated Sale@adamproehl 24
  25. 25. Content What do you have to say? That’s worthwhile?@adamproehl 25
  26. 26. B2B: Your StoryManufacturing Example: 26
  27. 27. B2B: Your StoryServices 27
  28. 28. Sales Target • Who • Needs • TasksImage Source: PSD Graphics 28
  29. 29. Example of Content Exercise@adamproehl 29
  30. 30. Materials to Start From@adamproehl 30
  31. 31. Capabilities Powerpoint Decks • Usually Gold • Sales & Marketing can both get better • Slide = Post@adamproehl 31
  32. 32. Offline Materials Borrow Content Only make it interesting@adamproehl 32
  33. 33. Real Customer Stories • Best Source of All:@adamproehl Image Source: Hosting.com 33
  34. 34. Support Emails • Real Issues & Problem Statements • Real Resolutions@adamproehl 34
  35. 35. Form Inquiries • Prospects • Current Customers • Tire Kickers@adamproehl 35
  36. 36. Listen on a Sales Pitch • Context • Objections • Stage • Point of View@adamproehl 36
  37. 37. Ask your database@adamproehl 37
  38. 38. More Ideas Content Strategy for the Web Kristina Halvorson Get Content, Get Customers Joe Puluzzi & Newt Barrett Content Rules Ann Handley & C.C. Chapman@adamproehl 38
  39. 39. Fresh Content Blog?!?!?@adamproehl 39
  40. 40. Look for Small Victories • Find some easy stories to tell • Tell, post, broadcast, & measure@adamproehl 40
  41. 41. Main Site Overkill • TOO much content • Trying to solve for EVERY possible use case • Text Heavy; Video page overkill@adamproehl 41
  42. 42. Main Site Overkill Solving: • Blog Content • Link back to main solutions page on site@adamproehl 42
  43. 43. Where Should You Be?@adamproehl 43
  44. 44. Where is Your Audience?@adamproehl 44
  45. 45. Engaging Potential Influencers Leverage current databases Tool:@adamproehl
  46. 46. Ask Them… • Let them know where you’re at • Give them a reason to choose to engage • Measure opens, clicks, likes, follows • Repeat • Segment Results@adamproehl 46
  47. 47. Example@adamproehl 47
  48. 48. Don’t Do This Source: The Oatmeal@adamproehl 48
  49. 49. Paid Targeting • Facebook Ads • LinkedIn Ads - Soft Sell / Branding - Measure Branded Queries@adamproehl
  50. 50. Paid Targeting Sample Success Metrics: • Site traffic referrals from Facebook & LinkedIn@adamproehl 50
  51. 51. Paid Targeting Sample Success Metrics: • Site conversions referred from Facebook and LinkedIn (contact forms, phone calls, video views, tool usage, sales, etc.)@adamproehl 51
  52. 52. Paid Targeting Sample Success Metrics: • Increase in the volume of branded keyword queries (Webmaster Tools, Google Analytics, & external keyword tools)@adamproehl 52
  53. 53. Paid Targeting Sample Success Metrics: • Increase in the volume of traffic via branded keyword queries from “within the walls” of a corporate prospect@adamproehl 53
  54. 54. Paid Targeting Recommendation:@adamproehl 54
  55. 55. Sleuthing LinkedIn Twitter List Mining Social Monitoring Tools @adamproehl 55
  56. 56. LinkedIn Sleuthing • Seek Intros • Join Groups • Better yet, create • Industry Education Focused • Email@adamproehl 56
  57. 57. Twitter SleuthingTool: Followerwonk• Bio Search• Influencers• “Wonk Score”• Good Starting Point• Geo@adamproehl
  58. 58. Facebook Sleuthing@adamproehl 58
  59. 59. Social Sleuthing • Prospect & Customers’ customers • Prospect & Customers’ competition@adamproehl 59
  60. 60. Don’ts@adamproehl 60
  61. 61. Social Sleuthing Goals 1) Direct Contact 2) 100 Cups of Coffee per year 3) Leads 4) Sales@adamproehl 61
  62. 62. Email & Social - Similarities • Form of Communication • Broadcast or 1:1 • Easy to Engage • Easy to Ignore • Easy to Get Horribly Wrong@adamproehl 62
  63. 63. Email: Crowdsource • Content Ideas • Stories • Videos • Testimonials / Reviews • Problem Statement@adamproehl 63
  64. 64. Email Post Summary@adamproehl 64
  65. 65. Which Email Usually Gets Opened?Conversion Email• Transactions• Lead Submission• Whitepaper / E-book• Account Summaries 65
  66. 66. Stats (That Mean Something) #1 93% of B2B buyers start the buying process with a search Marketo@adamproehl @adamproehl
  67. 67. #1@adamproehl @adamproehl
  68. 68. More Stats (That Mean Something) #2 The Approval Process 63% of B2B C-level execs turn to search engines to locate information during the approval process. Source: Forbes@adamproehl @adamproehl
  69. 69. More Stats (That Mean Something) #3 8 out of 10 IT decision-makers said word of mouth recommendations are the MOST important source when making buying decisions Source: Forrester@adamproehl @adamproehl
  70. 70. Industry Prediction “B2B will take advantage of social commerce tools and adopt at scale within 3 years vs. B2Cs 7-year adoption pace.” Cathy Halligan, Power Reviews@adamproehl @adamproehl
  71. 71. More Stats (that mean something) #4 9 out of 10 buyers say “they will find you” when they’re ready to buy Source: DemandGen Report@adamproehl @adamproehl
  72. 72. Q&A#4• Be there for the buyer• May grow bigger than reviews@adamproehl
  73. 73. Q&A#4 Staples SMB Printer Example:@adamproehl @adamproehl
  74. 74. Push/Pull A little push is OK Really, it is…@adamproehl 74
  75. 75. Analytics@adamproehl 75
  76. 76. Figure Out Your WheelWeb SiteSocial Sales Rep SupportReferral Email Sales Rep 76
  77. 77. MeasurementsAssigning Value: Assists (back to lame sportsanalogy) Career leader in points@adamproehl
  78. 78. Measurements Assigning Value: Assists Where would he be without these guys?@adamproehl
  79. 79. A Few Tools@adamproehl 79
  80. 80. Blog Searches@adamproehl
  81. 81. Who Can Influence Your Brand?Tool: Muck Rack Muckrack.org@adamproehl
  82. 82. Who Can Influence Your Brand? www.foller.meTool: Foller• User Info• Topics• Hashtags• Mentions• Geography@adamproehl
  83. 83. Who influences the influencer? Tool: Mentionmappwww.mentionmapp.com@adamproehl
  84. 84. SupportTool: Get Satisfaction Price: Starting $19/mo@adamproehl
  85. 85. Actionable Measurements Tool: Tweriod Simple: When is the best time to tweet to your followers?@adamproehl
  86. 86. Participation Tool: Hashtags.org@adamproehl
  87. 87. Summary • Email, Social, & Analytics…Just communication & measurements • If you’re doing nothing, start simple • Figure out your Wheel • Figure out your content needs@adamproehl 87
  88. 88. Questions? 88

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