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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

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Your customers have changed. How you find them and engage with them has changed too. It’s more important than ever for sales organizations to recognize this opportunity to build relationships and generate new leads using social media. The problem is what tools to use, metrics to track and how to train them. In this session, you will learn about the 5 easy steps you should take, that will empower a sales team to engage with customers in social networks. You will also learn what tools work best and how to measure the results.

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Why Content? Buyers want to feel connected to a brand before and beyond purchase. SO, WHAT’S THE PROBLEM? According to AdAge, 75% of marketers said that content should frequently mention products and services, yet 60% of their audience turns down salesy content. BANNER BLINDNESS SOLVE MEDIA “ “You are more likely to complete Navy SEAL training than click on a banner ad.” By flooding the online world with promotion-heavy content, brands are contributing to content blindness. CONTENT BLINDNESS THE KEY POINTS OF A SALE TRUST AND RESPECT STAYING TOP- OF-MIND INTERNAL TIMING & RESOURCES How to Create Non- Promotional Content That Drives ROI CREATING CONTENT TO DRIVE A SALE DEMONSTRATE EXPERTISE AND LEADERSHIP CREATE CONSISTENT POSITIVE TOUCHPOINTS EDUCATE ON IMPORTANCE THE BIG PICTURE One of the most attractive things about content is its opportunity to drive qualified leads through a funnel. THE SEO VALUE OF CONTENT SEO = High Quality, Engaging Content A DOCUMENTED CONTENT STRATEGY Documented Strategy + Knowledge Bank = Foundation HARNESS YOUR COMPANY’S EXPERTISE USING A KNOWLEDGE BANK WHEN WRITING AN ARTICLE, ASK YOURSELF: Who (are you reaching)? Where (can you reach them)? What (do they care about)? Why (should they act on your message)? How (should they act after you reach them)? When (are you reaching them in the buying process)? TOOLS TO FIND CONTENT INSPIRATION Analyze trending content Quora Flipboard Pocket Twitter hashtags CREATE MINI CAMPAIGNS THE CONTENT FUNNEL A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST A QUOTE FROM OUR STATE OF CONTRIBUTED CONTENT REPORT Qualitative & Quantitative Metrics to Track Content ROI THE WHY Why do BOTH matter? WHAT MAKES UP GREAT CONTENT? Great Content = Marketing & Sales Enablement THE CONTENT FUNNEL New Clients THE QUANTITATIVE APPROACH: THE METRICS • Traffic • Unique visitors per month • Time on site • Subscribers • Social shares • Call-to-action clicks • Call-to-action click percentage • Conversion percentages • Number of leads • Number of marketing qualified leads • Sales numbers THE QUALITATIVE APPROACH • Influence • “Thought Leader” • Brand awareness • Credibility • Trust THE QUALITATIVE APPROACH Content is the fuel and foundation for business development: • During sales calls & email outreach • Online profile credibility • Social media • Newsletter • Blog • Speaking & awards applications • Lead capture • Marketing automation • HR • Current customer education + upsell + engagement MORAL OF THE STORY? 1. Always be testing. 2. Make data-driven decisions. THE TIME VALUE OF CONTENT: OUR NUMBERS QUANTITATIVE ROI 2sales generated as a direct result of content QUALITATIVE ROI • Invited to speak • Won awards • Featured by Inc. as a result of his content

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User acquisition. It's what it all boils down to, isn't it? If you're not consistently feeding your sales funnel and seeing consistent -- and sustainable -- growth then it's time to think seriously about your user acquisition strategy. In this presentation from Peter Mansfield from CMO. LA (www.cmo.la) and Early Growth Financial Services (www.earlygrowthfinancialservices.com), you'll get the tools and knowledge you need to optimize your user acquisition (on a tiny or non-existent budget!!). Takeaways include: - using content to drive traffic - email marketing best practices - PR: yes or no? - calculating customer acquisition costs (CAC) - matching up CAC with the lifetime value of a client (LTV) - key metrics relevant to user acquisition - and more!

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