Improving Prospect Engagement: Using Social Media & Interactive Tools To Build Community Marketing

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The rules of engagement for demand generation are changing. Prospects are now more dependent on a collaborative process when they choose a solution provider. Given these new dynamics, marketers are finding greater success with tools and platforms that enable sharing of content in real-time and in convenient and easy-to-access environments. Is your company tapping into the power of community marketing to power your demand generation campaigns? Are you making it easy for your customers and prospects to share their experiences with peers?

Business

Mark
Szelenyi

Product
Marke-ng
Director

On24

Andrew
Gaﬀney

Editor

DemandGen
Report

#1 priority: “generating more leads”

Source: Forrester Research/Marketing Profs Q1 2010 Marketing Budgets & Tactics Survey

Only 2-5% of raw
inquiries coming into
the top of the B2B
marketing and sales
“funnel” convert to
sales.

#2 – Reaching Decision Makers
#3 – Improving Lead Quality

Less Than ¼ of Marketers Say They’re Generating
Enough Demand To Satisfy Their Sales Teams

Source:Bulldog
Solu8ons/Frost
&
Sullivan,
"The
Execu*ve
Benchmark
Assessment"

As
buying
behavior
has

shi:ed,
the
revenue

genera8on
process

is
being

transformed.
No

longer
a
linear

process.

More
emphasis
on

lead
nurturing,

lead

accelera8on
to

keep
later
stage

deals

progressing.

50% of Leads coming through
web…

expected to increase to 75% by
2015

Marketers continuing to increase their
investments in webcasts:
 62% indicating online events would be in
their marketing mix for 2010
 Up from 56% in 2009

Source: The Forrester/Marketing Profs Q1 2010 B2B Marketing Budgets & Tactics Survey

 LinkedIn
has
grown
to
more

than
60
million
users
worldwide

in
200
countries.

 Membership
on
LinkedIn
is

growing
at
roughly
one
new

member
per
second.

 100,000
new
members
per

week

 TwiHer
has
105
million

users
worldwide
in
200

countries

 50
million
tweets
each

day

“Successful BtoB marketers must move from
social media to community marketing,”
--Peter Burris, Principal Analyst and Research Director,
Forrester's Technology Marketing Research

Source:
Forrester’s
North
American
and
European
B2B
Social
Technographics
Online
Survey,
Q1
2010

Over
90%
of
B2B
execs

are
using
social
media
to

engage
in
conversa*ons:

• 42%
follow

conversa8on
threads

to
learn
more
about

topics

• 37%
post
ques8ons

on
social
networks

Social
helping
to

connect
the
dots

between
web
events

and
ongoing

community
dialogue

Social webcasting fosters the ability to:
 gather
 aggregate
 analyze

…user activity and convert it into a lead
ranking report with priorities, which helps
to support lead qualification programs.

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Effective digital engagement is essential to the health of your brand. The Digital Opportunity Analysis offered by RooneyPartners creates the foundation for a successful activation strategy. Our analytics-based approach to defining the digital opportunity enables you to better understand your current and potential audiences in social media, analyzes the conversations relevant to your brand, benchmarks your organization against competitors, and provides a path for optimizing your search engine performance. The Digital Opportunity Analysis delivers proof of concept for organizations seeking to activate or optimize a social media strategy, delivers the blueprint for a more effective digital content strategy, and identifies social media amplification and engagement activities that can drive reach, engagement, and conversion of key audiences.

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2. Mark Szelenyi Product Marke-ng Director On24 Andrew Gaﬀney Editor DemandGen Report

3. #1 priority: “generating more leads” Source: Forrester Research/Marketing Profs Q1 2010 Marketing Budgets & Tactics Survey

4. Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales “funnel” convert to sales.

5. #2 – Reaching Decision Makers #3 – Improving Lead Quality

6. Less Than ¼ of Marketers Say They’re Generating Enough Demand To Satisfy Their Sales Teams Source:Bulldog Solu8ons/Frost & Sullivan, "The Execu*ve Benchmark Assessment"

9. As buying behavior has shi:ed, the revenue genera8on process is being transformed. No longer a linear process.

10. More emphasis on lead nurturing, lead accelera8on to keep later stage deals progressing.

11. 50% of Leads coming through web… expected to increase to 75% by 2015

12.

13. Marketers continuing to increase their investments in webcasts:  62% indicating online events would be in their marketing mix for 2010  Up from 56% in 2009 Source: The Forrester/Marketing Profs Q1 2010 B2B Marketing Budgets & Tactics Survey

14.

15.

16.  LinkedIn has grown to more than 60 million users worldwide in 200 countries.  Membership on LinkedIn is growing at roughly one new member per second.  100,000 new members per week

17.  TwiHer has 105 million users worldwide in 200 countries  50 million tweets each day

18. “Successful BtoB marketers must move from social media to community marketing,” --Peter Burris, Principal Analyst and Research Director, Forrester's Technology Marketing Research

19. Source: Forrester’s North American and European B2B Social Technographics Online Survey, Q1 2010

20. Over 90% of B2B execs are using social media to engage in conversa*ons: • 42% follow conversa8on threads to learn more about topics • 37% post ques8ons on social networks

21. • 37% post ques8ons on social networks

22. Social helping to connect the dots between web events and ongoing community dialogue

23. Social webcasting fosters the ability to:  gather  aggregate  analyze …user activity and convert it into a lead ranking report with priorities, which helps to support lead qualification programs.

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