How to use Social Media for Prospecting In a world of integrated marketing, there's one area that marketers tend to overlook in net new name acquisition: engagement. That's where the relationships fall down...no engagement early on. Hear how one marketer used social media outlets to cast a wider net into target accounts and increase the prospect:customer attendee ratio at events by 50%. * Christelle Flahaux, Sr. Manager, Field Marketing Programs, Taleo

1. Online Marketing Summit Long Beach, CA| June 21, 2010 Better Engagement: Using Social Media to Prospect & Market Christelle Flahaux Sr. Manager, Field MarketingTaleo 1

2. About Human Resources SaaS software Recruiting and Onboarding Performance & Goals Compensation Learning & Development Succession Planning Workforce Analytics

3. Our Time Together New versus Improved 1:1 (engagement) versus 1:Many (spam) What I Did Bringing Sales & Marketing Together Using Social to Find Decision Makers Using Social to Increase Conversion Ratios Q&A

4. Times, they are a changin… 4

5. Remember the Walkman? “It took me three days to figure out that there was another side to the tape.“ “I managed to create an impromptu shuffle feature simply by holding down 'rewind' and releasing it randomly.“

6. New vs. Improved Walkman Doesn’t need iTunes Double headphone jack Used to be trendy Email Necessary platform Traceable/Trackable Used to be trendy iPod Longer battery life More songs Shuffle Smaller Trendy Social Conversational Trusted Peer 2 Peer Dynamic Engaging Trendy

7. Same content….different platform Walkman & iPod = music Email & Social Media = selling products/services But, the new platforms are MUCH MORE POWERFUL

8. Email Today Fine line Influence is waning People want more… Relevant Content Not More Email One way conversation In other words … marketing asks a lot people to dance, sales goes on a lot of 1st dates, but we never…

9. ENGAGE

10. The Problem… “…actual customer contact time for inside salespeople tops out at about 40%, while field reps are lucky to spend between 18 and 20% of their time with prospects. The number is even lower – 10% – for complex sales (like airplanes and nuclear coolers). “ - Gartner Research 1:1 Time

11. 1:Many v. 1:1

12. So here’s what I did The situation Events HAD the highest ROI of any medium Something changed Prospects stopped coming (aka good ol boys network that already had everything we sold) ROI was non-existent No value for sales Spray n Pray approach to demand generation Just get butts in seats 12

13. What I had to work with 1 Annual Conference Attendance: 900 12 City Road Show Attendance: 50-60/city Inside Sales team hungry for reasons to call OK customer database, horrible prospect data LinkedIn & InsideView

14. Started with Road Shows Work with Sales Identify key target accounts Prospects and Customers Inside View

15. Connect and Engage

16. Find Your Target Search for Desired Titles Refine by Geo Send an InMail Degree of Separation Shared Connections Shared Groups Keep Inmail non-salesy

18. LinkedIn for Marketing Use Search & Group Features Define your target audience Where do they “socialize?” Leverage Associations & LinkedIn Answers 1:Many for Marketing – discussion boards Monitor Engage Create your own - http://tinyurl.com/ybqbr3z Non Salesy Dedicated group owner Strategic Sourcing & Procurement Group – 17K

21. The Results 8 road shows Listened to sales Became maniacal with data Average attendance Was: 50 Now: 125 Customer:Prospect Ratio Was: 9:1 Now: 3:1 More decision makers in the room Social + Email – still used email invites Avg. Pipeline: $6M Avg. Revenue: $3M

22. What’s Next? Inside View Trigger Campaigns Right Person, Right Information, RIGHT TIME Beyond LinkedIn – Twitter, FB and YouTube Tying it all together Sales Enablement Tools for Social Media tinyurl for registrations, discussion comments Following Target Companies

23. Key Takeaways Work with Sales Find out where your targets “socialize” Make it relevant Email + Social, not versus Dare to try something different Solve 1 problem 1st, then apply to other programs

25. 408-202-3892

26. @mktgstella

27. LinkedIn: http://www.linkedin.com/myprofile?trk=hb_tab_pro24 Thank You

28. 25 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit