Mastering B2B Social Media

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Mastering B2B Social Media is a presents so of the key ideas in the newly published book The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More by Kipp Bodnar and Jeffrey L. Cohen.

B2B marketers can leverage the power of social media by expanding their reach, using social media for lead generation, analyzing their data to measure ROI and integrating it with offline activities.

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  • Mastering B2B Social Media

    1. 1. Mastering B2B Social Media
    2. 2. I’m Brian Bodnar. I’m Kipp Halligan.Nice to meet you. Nice to meet you. @KippBodnar
    3. 3. I’m BrianCohen. I’m Jeff Halligan.Nice to meet you. Nice to meet you. @JeffreyLCohen
    4. 4. I’m Brian Halligan.We wrote The B2BNice toMedia you.Social meet Book. amzn.to/b2bsm2
    5. 5. #B2BSM
    6. 6. Your opportunityto shine
    7. 7. 60% of the salescycle is over –before a buyer talks to your salesperson. 91! CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
    8. 8. B2B>B2C
    9. 9. Relationshipbased sales
    10. 10. Already havethe expertise
    11. 11. Clear customerPersonas
    12. 12. People toPeople
    13. 13. Closed MillionsIn Sales FromOnline LeadsROI – 2800%!
    14. 14. #B2BSM
    15. 15. B2B MythsBusted
    16. 16. “ Marketing is an asset NOT an expense.@KippBodnar ” Tweet This! #B2BSM
    17. 17. B2B SOCIALMEDIA ISABOUTREACHBUILDING
    18. 18. The Social Web Rewards Reach
    19. 19. “ B2B companies should obsess about building reach as much or MORE than B2C ” companies.@JeffreyLCohen Tweet This! #B2BSM
    20. 20. Social reach isthe newword-of-mouthreferral engine
    21. 21. Share lots oflinks
    22. 22. BITLY, 9/2011The self life of a social media link is 3 hours.
    23. 23. THE Links to company blog posts10-4-1Links to third-party articles Link to a company landing page RULE
    24. 24. B2B SOCIALMEDIA ISABOUTSELLING
    25. 25. “ Your goal shouldnt be to buy leads. Your goal should be to buy customers.@KippBodnar ” Tweet This! #B2BSM
    26. 26. 73% of CEOsdon’t believe marketers drive revenue. 91! FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
    27. 27. Leads fixthe problem
    28. 28. How Social Media Leads Happen 1 Tweet Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
    29. 29. DedicatedMonitoring http://www.flickr.com/photos/giara/2211500258/
    30. 30. Place CTAsEverywhere
    31. 31. Improveand Iterate
    32. 32. #B2BSM
    33. 33. B2B SOCIALMEDIA HASCLEAR ROI
    34. 34. “ If you can’t count it, why do it?@KippBodnar ” Tweet This! #B2BSM
    35. 35. Math Ahead
    36. 36. TLV-COCA = ROI (%) COCA
    37. 37. Total LifetimeValue
    38. 38. Cost of CustomerAcquisition
    39. 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 Reads Blog Attribution: Webinar Post User Clicks Link on Twitter
    40. 40. 10K-3K = 233% 3K
    41. 41. B2B SOCIALMEDIA ISONLY ONEPIECE
    42. 42. “ Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.@JeffreyLCohen ” Tweet This! #B2BSM
    43. 43. Trade showsare social too
    44. 44. GOAL:Use Social Media ToPromote OfflineEvents
    45. 45. 5,000 T-Shirts
    46. 46. RESULT:235% Increase inevent ticketsdistributed and 95%redeemed
    47. 47. THE BESTTIME EVERFORMARKETERS
    48. 48. “ Master B2B Social Media with reach, lead gen, data and integration with offline activities.@KippBodnar ” Tweet This! #B2BSM
    49. 49. The Potof Gold http://www.flickr.com/photos/tao_zhyn/442965594/
    50. 50. Prove the CEO Wrong
    51. 51. You’re theStar
    52. 52. THANK YOU
    53. 53. We wrote The B2BSocial Media Book. amzn.to/b2bsm2

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