Social Prospecting Email Summit Slides Onlyv2


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How to use social prospecting to create awareness, engage and convert buyers.

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Social Prospecting Email Summit Slides Onlyv2

  1. 1. Social Prospecting and Email<br />How BreakingPoint Sustained Triple Digit Revenue Growth During the Great Recession<br />Pam O’Neal<br />Vice President of Marketing<br />BreakingPoint Systems, Inc.<br />January 22, 2010<br />
  2. 2. STOP <br />THE INSANITY<br />Key Takeaways<br />BreakingPoint’s not so unique challenge<br />Evolution of goals and Marketing mix <br />Social and email as growth accelerators<br />Get started with 8 social prospecting essentials<br />Monitoring and prospecting <br />Optimizing your social network presence<br />Creating an efficient content engine<br />Enabling Sales for social prospecting<br />Automating email drip marketing<br />And more…..<br />Crédito de la foto: Vacuum3d<br />
  3. 3. BreakingPoint Systems<br />???<br />“….the worst financial crisis since the Great Depression.” Source:Wikipedia<br />
  4. 4. <ul><li>Goals
  5. 5. Build brand awareness
  6. 6. Generate initial demand
  7. 7. Key Tactics
  8. 8. New media buzz
  9. 9. SEO
  10. 10. Trade event participation
  11. 11. Relationship building
  12. 12. Testing & monitoring
  13. 13. Goals
  14. 14. Expand share of core market
  15. 15. Increase awareness & share of new markets
  16. 16. Key Tactics
  17. 17. Thought leadership
  18. 18. Word of mouth
  19. 19. Segment & role-based direct programs
  20. 20. Trade event exhibits & presentations
  21. 21. Rich media SEO
  22. 22. Goals
  23. 23. Establish reputation as market leader
  24. 24. Influence purchase/preference
  25. 25. Key Tactics
  26. 26. Thought leadership
  27. 27. Word of mouth
  28. 28. Targeted direct programs
  29. 29. Trade event exhibits
  30. 30. SEO/SEM
  31. 31. Conversion optimization</li></ul>Increasingly targeted, more efficient and productive social prospecting<br />
  32. 32. Return Visitor Growth<br />Sustained Growth in Inbound Leads<br />Partnership Announced<br />*<br />LAUNCH PHASE<br /> LEADERSHIP PHASE <br />
  33. 33. Get Started8 Social/Email Prospecting Essentials<br />
  34. 34. 1. Sales and Marketing Alignment<br />Think like Sales<br />Set goals and develop plan<br />Secure Sales buy-in<br />Get on the same page<br />Stay on the same page<br />
  35. 35. 2. Social Monitoring System<br />Mine for opportunities<br />Tame social media chaos<br />Monitor web traffic<br />Identify opportunities<br />Influencers<br />Buyers<br />Identify and create content for buyer needs, issues<br />Monitor priority sites and conversations<br />
  36. 36. 3. Prospecting Tools<br /><ul><li>Capture, assign, track opportunities
  37. 37. Provide easy access to market intelligence
  38. 38. Contact databases
  39. 39. Contact profiles
  40. 40. Automate email creation, distribution and tracking</li></li></ul><li>“Do not interrupt what people are interested in; be what people are interested in.”<br />Jeff Lanctot<br />Avenue A | razorfish<br />4. Content Engine<br />Give the market a way to find you<br /> ……. a reason to talk about you <br /> ……. and make it easy for them to do it<br />Content Aggregation<br />Content Distribution<br />
  41. 41. 5. Destination Site <br />Create blog, forum, community<br />Optimize for search<br />Build community of interest<br />Pull with “conversation” <br />Pull with SEO, viral content <br />Push with SEM, email<br />Maintain with fresh valuable information <br />Tailor content to target audience(s)<br />Sustain the conversation <br />
  42. 42. 6. Company Social Network Presence<br />Reserve all brands NOW<br />Create company/product pages<br />Create employee page templates<br />Administer customer or peer group <br />Start a group around an event<br />Actively participate<br />Bolster online group w/face-to-face<br />Connect with other group members<br />
  43. 43. 7. Ready, Willing, Enabled Sales Team<br />Key Messages and Thought Leadership Content<br />Monthly Webcast Promotions <br />Use Case Targeted Sales Presentations<br />Membership in BreakingPont Group and Other Key Groups<br />SALES<br />Process and Rules of Engagement<br />
  44. 44. 8. Email Drip Marketing<br />Follow through with targeted consistent communications <br />Define communication timeline and deliverables<br />Leverage automated scoring and nurturing technology<br />Enable audience to select preferences<br />Encourage sharing<br />Track and optimize <br />
  45. 45. 8. Email Drip Marketing (cont.)<br />. . . .<br />
  46. 46. Credits/Thank You<br />Big Thanks to:<br />BreakingPoint Team<br />Kyle Flaherty, Director of Marketing<br />John Repa, Marketing Analyst<br />Shawn Naggiar, Act-on,<br />Paul May, BuzzStream,<br />Pam O’Neal, Vice President of Marketing<br />Connect:<br />Follow: @poneal<br /><br />