1. Mastering B2B
Social Media

2. I’m Jeff Cohen.
Nice to meet you.
@JeffreyLCohen

3. I wrote The B2B
Social Media Book.
amzn.to/b2bsm2

4. #B2BSM

6. Your opportunity
to shine

7. 60%
of the sales
cycle is over –
before a buyer
talks to your
salesperson.
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7

8. B2B>B2C

9. Relationship
based sales

10. Already have
the expertise

11. Clear customer
Personas

12. People to
People

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

19. #B2BSM

21. B2B Myths
Busted

22. “ Marketing is an
asset NOT an
expense.
@JeffreyLCohen
” Tweet This!
#B2BSM

23. B2B SOCIAL
MEDIA IS
ABOUT REACH
BUILDING

24. The Social Web Rewards Reach

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

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

27. Share lots of
links

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

29. THE
10-4-1
RULE

30. THE
10-4-1
Links to third-
party articles
RULE

31. THE Links to company
blog posts
10-4-1
RULE

32. THE
10-4-1
Link to a company
landing page
RULE

33. B2B SOCIAL
MEDIA IS
ABOUT SELLING

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

35. 73%
of CEOs
don’t believe
marketers
drive revenue.
FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ

36. Leads fix
the problem

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

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

42. Place Calls-
To-Actions
Everywhere

43. Improve
and Iterate

44. #B2BSM

45. B2B SOCIAL
MEDIA HAS
CLEAR ROI

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

47. Math Ahead

48. TLV-COCA
= ROI (%)
COCA

49. Total Lifetime
Value

50. Cost of Customer
Acquisition

51. 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 Attribution:
Reads Blog
Webinar User Clicks
Post
Link on
Twitter

52. 10K-3K
= 233%
3K

53. B2B SOCIAL
MEDIA IS
ONLY ONE
PIECE

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

55. Trade shows
are social too

57. GOAL:
Use Social Media To
Promote Offline
Events

59. 5,000 T-Shirts

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

61. THE BEST TIME
EVER
FOR
MARKETERS

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

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

64. Prove the
CEO
Wrong

65. You’re the
Star

66. THANK
YOU

67. I wrote The B2B
Social Media Book.
amzn.to/b2bsm2