Join eMarketer for a discussion about the opportunities for B2B marketers to hone their messaging, uncover more leads and turn more of those prospects into customers.

1. ©2013 eMarketer Inc.
O C T O B E R 4, 2 0 1 3
B2B Lead Generation—
Best Practices in Social,
Content Marketing and Video
Kris Oser
Sponsored by:

2. ©2013 eMarketer Inc.
Agenda:
Spending shifts in marketing budgets
Increased emphasis on content
marketing, social media and video
Best practices from B2B marketers
Twitter – #eMwebinar

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Digital
figures
prominently
among
tactics
preferred
by B2B
marketers

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The vast majority of B2B marketers in
North America use content marketing

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It’s become the leading focus for a
plurality of B2B marketers worldwide

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What makes for good B2B content
marketing?
It IS designed to help people do their jobs better
It IS NOT about promoting or advertising a
company’s brand directly, or overtly trying to sell
something
Twitter – #eMwebinar

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Why has
content
marketing
become so
popular the
last few
years?
Done right,
it can
engage
prospects
throughout
the sales
cycle

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Engagement = Trust

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Three best practices for content
marketers:
1. Be useful and relevant to clients and
prospects
2. Move beyond “likes” to loyalty
3. Crank the content spigot
Twitter – #eMwebinar

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1. Be useful and relevant for customers
and prospects
“Put yourselves in the shoes of the customer.
… Nobody wants to invite themselves into a
sales pitch.”
—Maribeth Ross, vice president of marketing at NetProspex

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NetProspex’s Marketing Plan-o-gram:
a hit with prospects and customers

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2. Move beyond “likes” to genuine
loyalty

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3. Crank the content spigot
“We have this always-on, constant stream
of conversation with our customers.”
—Rishi Dave, B2B social media director at Dell

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Content Marketing—Key Points:
The majority of B2B marketers use content marketing
because it improves engagement.
Think like your customer. Make sure the content
suits their needs and helps them do their jobs better. This
will position you as a thought leader.
Look for real loyalty. Once you engage your
customers, inspire them to evangelize—and criticize.
Keep the content coming. Content should be
ever-flowing.
Twitter – #eMwebinar

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Using Content Marketing in Social
Networks
Twitter – #eMwebinar
Content
Marketing
Social
Networks

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B2B
marketers
face a
common
conundrum:
social media
marketing is
a must-have,
but return on
investment
remains
elusive

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What keeps
B2B
marketers
up at night?
Finding
leads,
qualifying
leads and
reaching
targeted
leads

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Opinions of
friends and
peers and
social media
greatly
influence
B2B
decision-
makers

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B2B
marketers
point to
social as a
favorite
digital
marketing
tactic
because
social
networks
are where
buyers are

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What can social do for my brand?

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Two simple rules for social media
marketers:
1. Integrate social networks
2. Get to know your prospects
Twitter – #eMwebinar

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1. LinkedIn is only a start

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Don’t settle for one social network;
integrate social networks

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Draw from employees’ personal
connections on social networks
“There’s a lot of power in those networks.”
—Scott Harris, director of demand marketing at Adobe

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For many B2B executives, business and
personal social networks mix
“Their business is always on their mind.”
—Christopher Litster, senior vice president of sales and
marketing at Constant Contact

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Why is GE on “consumer sites” like
Pinterest and Instagram?
Being on these sites shows that “we are
not this big, cold company, but are
comprised of individuals and
technologies and innovations that are
actually things that matter.”
—Andy Markowitz, director of global digital strategy at
General Electric

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2. Get to know your prospects
Genuine engagement happens when:
Data or insights help prospects do their jobs better.
A brand provides content that keeps a recipient
interested and involved—and which leads naturally to the
next step …
Twitter – #eMwebinar

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Each touchpoint is a chance to get a little
more information from your prospect
“People think the content you’re putting
out in social channels is more
exclusive.”
—Christopher Litster, senior vice president of sales
and marketing at Constant Contact

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Social Media Marketing—Key Points:
Social media helps build relationships with
prospects.
LinkedIn is only a start: Integrate social networks.
Get to know your prospects. Get more information
each time you interact with them to help move them along
the purchase funnel.
Twitter – #eMwebinar

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Using Video in Content Marketing
Twitter – #eMwebinar
Content
Marketing
Video
Social
Networks

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Online
videos are
an important
and growing
research
source
among
B2B
decision-
makers

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Watching
video is a
leading
social media
activity
among
B2B
decision-
makers

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B2B
marketers
say video is
among the
most
successful
tactics for
creating
awareness
and
generating
targeted
leads

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Marketers planned to increase
spending on online video in 2013

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Two simple rules for B2B video marketing:
1. Tell a good story
2. Length matters
Twitter – #eMwebinar

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1. Tell a good story
Elements of a good story:
Brevity
Clarity
Entertainment and relevancy
Humor (sometimes)

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Humor? Really? For a B2B audience?
“We’re all human. Even though this is B2B,
everyone likes a good story and everybody
likes to laugh … Video is excellent at really
packaging all of that together and helping you
tell a very efficient story.”
—Jennifer Anaya, vice president of marketing, North
America, at Ingram Micro
“Don’t be a Joel” – video example
http://www.youtube.com/watch?v=wj6gYtbEfBk

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2. Length matters. (But also consider
the context)
“You have to tailor to the different channels
you’re pushing [the video] through. A
30-minute video probably won’t perform as well
on YouTube as a 5-minute or 3-minute video.”
—Tobias Falkencrone, head of marketing and branding
at Maersk Group
“Building the Triple-E” – video example
http://www.youtube.com/watch?v=vxeREd3s_UE

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Key Takeaways
Content
Marketing
Video
Social
Networks
Content Marketing
Think like your customer
Move beyond “likes” to loyalty
Crank the content spigot
Social Media Marketing
LinkedIn is only a start
Get to know your prospect
Video Marketing
Tell a good story
Make the length suit the platform
Twitter – #eMwebinar

41. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Are your efforts maximizing your investments?

42. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Mapping Content to Stage
Everyone in target
market
Goal: Engagement
through reciprocity
Content:
Infographics, video
(fun interactive)
• Channels include
Blogs, Social
interaction, Paid
Search, Media
Channels, Partner
interactions
1
2
3
4
5
Engagement
Interest
Suspect
Prospect
Lead
Opportunity
Community
Actively engaged in
information
exchanged for
content
Goal: increase
opportunities for
“scoring”
Content: email,
ads, display, events
* ebooks and
analyst reports
perform well here
Prospect that
meets fit and
engagement
interest
Goal: Content that
addresses their
pains
Content:
whitepapers,
testimonials, demos
Support the 1:1
conversations
Officially entered the
pipeline
Goal: support the
buying cycle
Content: self serve
“sales play” or use
case-based content,
ROI calculators, RFP
generators
Don’t lose your focus,
continue to package.
Invite to your
community
Foster an active
community
Goal: continue
engaging and
educating. Pair content
and product BPs
Content can drive
attendance at events,
for follow on product
sales
Continue to “nurture”
with best practices

43. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Web
Integrated campaign
Eloqua Campaign
Social
Engagement
Inbound / Advertising

44. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
The Integrated Checklist
Strategize Across ALL Marketing Functions
– NO silos
Synchronize your efforts
Build the content master inventory
– Keep track of where its been used
– Age of content, note the oldest quote
Analyze and Optimize
Integration takes some effort, but will yield true
insights into velocity and investment

45. ©2013 eMarketer Inc.
Q&A Session
B2B Lead Generation—Best
Practices in Social, Content
Marketing and Video
Sponsored by:
Oracle Eloqua
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Kris Oser
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
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