Generating and Tracking Leads With Social Media


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This presentation was given at the 2010 Marketing Profs B2B Forum

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  • Why are we here? Really why are we here. To achieve one goal that all of us in this room care about.
  • Why us? Simple We love leads.
  • Ask the audience who is sick of seeing these same social media slides?
  • What is the point of all these graphs? Your business should be a vertically integrated publisher.
  • Generating and Tracking Leads With Social Media

    1. 1. Driving and Measuring B2B Conversations, Leads and Sales with Social Media Marketing A.K.A. Could You Get A Longer Presentation Title?
    2. 2. <ul><li>More, Lower Cost Leads </li></ul>
    3. 3. Kyle Flaherty Dir. Of Marketing, BreakingPoint Twitter: @kyleflaherty eMail: [email_address] Blog: Kipp Bodnar Inbound Marketer, Hubspot Twitter: @kbodnar32 eMail: [email_address] Blog:
    4. 5. But Really Because We Take “Social Media” Slides Like This One…
    5. 6. … And Turn It Into This
    6. 9. The Art of the Conversation
    7. 11. If You Plan To Use Social Media For Branding, Just Buy A Freakin Print Ad
    8. 12. Grow Google Indexed Pages Indexed Pages in Google – Ranges* *Each range includes an equal number of customers **Includes 3 months of lead data (11/09 – 1/10) Median Monthly Leads** <ul><li>236% </li></ul>Median Monthly Leads by Range of Google Indexed Pages
    9. 13. Focus on Top 100 Search Rankings Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days* <ul><li>Sample size: 1,400 customers. </li></ul><ul><li>Each range consists of six equal groups of customers. </li></ul><ul><li>**Includes lead data over a 7 day period for 3 months (11/09-1/10). </li></ul>Median Leads Over 7 Day Period** Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100
    10. 14. Blog to Generate More Interesting Content Median Monthly Leads* Sample size: 1,400 customers. * Includes 3 months of lead data(11/09– 1/10).
    11. 15. Create Enough Blog Content # of Blog Articles Ranges** Median Monthly Leads Sample size: 762 customers. *Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10) **Each range includes article data for approximately 25% of customers. Impact of Blog Size* on Monthly Leads This group does no better than customers without blogs
    12. 16. You are a vertically integrated publisher Become Vertically Integrated Publisher
    13. 17. 3 Rules Of Corporate Blogging <ul><li>Blog like you are the best trade magazine in your industry </li></ul><ul><li>Connect posts with your SEO strategy </li></ul><ul><li>Get everyone inside and outside of your company to contribute </li></ul>
    14. 18. Leads Tripled When CTA Added To Posts
    15. 19. Google Ad Manager Serve Your Own “Ads” For Free
    16. 20. Twitter To Get Found <ul><li>Keywords In tweets </li></ul><ul><li>Participate/start industry chats </li></ul><ul><li>Monitor customer and prospects questions </li></ul>
    17. 21. Facebook To Get Found -Ad social sharing plugins -Take time to moderate your page -Republish evergreen content
    18. 22. -Write guest blog posts to build links -Use and to optimize on page SEO - Give your landing pages the opportunity to rank in search
    19. 23. Understand Lead and Traffic Segmentation
    20. 24. Segment Your Social Sources Conversion Rates
    21. 25. The Art of Tracking the Conversation
    22. 26. . . . . Drip, Drip, Drip
    23. 27. 5 Steps To Track Conversions On The Social Web
    24. 28. <ul><li>Use Technology to Your Advantage </li></ul><ul><ul><li> Integration </li></ul></ul><ul><ul><li>Act-On for Webcast Integration </li></ul></ul><ul><ul><li>DIY Rules! </li></ul></ul>
    25. 29. <ul><li>URLs = Meta Data </li></ul><ul><ul><li>Use them as tracking devices </li></ul></ul>2. URLs = Meta Data
    26. 30. <ul><li>Not All Conversations Are Created Equal </li></ul><ul><ul><li>Some people matter more than others, figure out what they are worth </li></ul></ul>3. Not All Conversations Are Created Equal
    27. 31. <ul><li>It Takes a Village </li></ul><ul><ul><li>This goes WAY beyond marketing and into engineering, sales, HR and more. Make sure they are all onboard. </li></ul></ul>4. It Takes A Village
    28. 32. 5. Learn New Skills
    29. 33. Leads, Leads, Leads
    30. 34. Lead Tracking
    31. 35. Tracking Leads Based on Activity (ahem, Conversation)
    32. 37. <ul><li>Definition of Lead </li></ul><ul><ul><li>What is a lead to you? More importantly, what is a lead to your VP of Sales and your CEO? </li></ul></ul>1. Definition of a Lead
    33. 38. <ul><li>Workflow Matters </li></ul><ul><ul><li>When a lead comes in what happens, where do they go, what do they do? </li></ul></ul>2. Workflow Matters
    34. 39. <ul><li>Measure Twice, Cut Once </li></ul><ul><ul><li>Don’t change this every quarter, you’ll corrupt your data and kill your inside sales team. </li></ul></ul>3. Measure Twice, Cut Once
    35. 40. <ul><li>Code, Code, Code </li></ul><ul><ul><li>To track is to code. </li></ul></ul>4. Code, Code, Code
    36. 41. 5. Purchase “Friendly” Tools
    37. 42. ?’s