Mastering B2B Social Media is a presents so of the key ideas in the newly published book The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More by Kipp Bodnar and Jeffrey L. Cohen. B2B marketers can leverage the power of social media by expanding their reach, using social media for lead generation, analyzing their data to measure ROI and integrating it with offline activities.

1. Mastering B2B
Social Media

2. I’m Brian Bodnar.
I’m Kipp Halligan.
Nice to meet you.
Nice to meet you.
@KippBodnar

3. I’m BrianCohen.
I’m Jeff Halligan.
Nice to meet you.
Nice to meet you.
@JeffreyLCohen

4. I’m Brian Halligan.
We wrote The B2B
Nice toMedia you.
Social meet Book.
amzn.to/b2bsm2

5. #B2BSM

7. Your opportunity
to shine

8. 60%
of the sales
cycle is over –
before a buyer
talks to your
salesperson. 91!
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7

9. B2B>B2C

10. Relationship
based sales

11. Already have
the expertise

12. Clear customer
Personas

13. People to
People

17. Closed Millions
In Sales From
Online Leads
ROI – 2800%!

18. #B2BSM

20. B2B Myths
Busted

21. “ Marketing is an
asset NOT an
expense.
@KippBodnar
” Tweet This!
#B2BSM

22. B2B SOCIAL
MEDIA IS
ABOUT
REACH
BUILDING

23. The Social Web Rewards Reach

24. “ B2B companies
should obsess
about building
reach as much or
MORE than B2C
”
companies.
@JeffreyLCohen Tweet This!
#B2BSM

25. Social reach is
the new
word-of-mouth
referral engine

26. Share lots of
links

27. BITLY, 9/2011
The self life of a social media link is
3 hours.

28. THE Links to company
blog posts
10-4-1
Links to third-
party articles
Link to a company
landing page
RULE

29. B2B SOCIAL
MEDIA IS
ABOUT
SELLING

30. “ Your goal shouldn't
be to buy leads.
Your goal should be
to buy customers.
@KippBodnar
” Tweet This!
#B2BSM

31. 73%
of CEOs
don’t believe
marketers
drive
revenue.
91!
FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ

32. Leads fix
the problem

33. How Social Media Leads Happen
1
Tweet Landing
Page
Form Lead
Like Blog Landing
Post
CTA
Page
Product Landing
+1 Page
CTA
Page

34. Dedicated
Monitoring http://www.flickr.com/photos/giara/2211500258/

37. Place CTAs
Everywhere

38. Improve
and Iterate

39. #B2BSM

40. B2B SOCIAL
MEDIA HAS
CLEAR ROI

41. “ If you can’t count it,
why do it?
@KippBodnar
” Tweet This!
#B2BSM

42. Math Ahead

43. TLV-COCA
= ROI (%)
COCA

44. Total Lifetime
Value

45. Cost of Customer
Acquisition

46. First- Vs. Last-Action Attribution
Last-Action
Attribution: Attends Buys
Clicks on a Sales Call Product
PPC Ad
Looks at
Product Page
First-Action
Signs Up For Reads Blog Attribution:
Webinar Post User Clicks
Link on Twitter

47. 10K-3K
= 233%
3K

48. B2B SOCIAL
MEDIA IS
ONLY ONE
PIECE

49. “ Social media
amplifies the
effectiveness of
offline marketing.
It doesn’t replace it.
@JeffreyLCohen
” Tweet This!
#B2BSM

50. Trade shows
are social too

52. GOAL:
Use Social Media To
Promote Offline
Events

54. 5,000 T-Shirts

55. RESULT:
235% Increase in
event tickets
distributed and 95%
redeemed

56. THE BEST
TIME EVER
FOR
MARKETERS

57. “ Master B2B Social
Media with reach,
lead gen, data and
integration with
offline activities.
@KippBodnar
” Tweet This!
#B2BSM

58. The Pot
of Gold
http://www.flickr.com/photos/tao_zhyn/442965594/

59. Prove the
CEO
Wrong

60. You’re the
Star

61. THANK
YOU

62. We wrote The B2B
Social Media Book.
amzn.to/b2bsm2