The document outlines effective strategies for generating lower-cost leads through social media, presenting five key steps: get the basics right, maximize content discovery, create conversion ubiquity, test and fail fast, and optimize for lead flow. It emphasizes the challenges in tracking lead generation results, especially in B2B contexts, and provides various case studies illustrating successful lead generation through social media efforts. The importance of niching down and creating engaging content that resonates with ideal prospects is highlighted as a crucial element in effective lead generation.

1. Generating Lower Cost Leads With Social Media Kipp Bodnar – Hubspot Christine Whittemore – Simple Marketing Now MarketingProfs B2B Forum 2011 - Boston

2. Introductions Kipp Bodnar Inbound Marketer, Hubspot Twitter: @kbodnar32 eMail: [email_address] Blog: Blog.HubSpot.com Christine (CB) Whittemore Chief Simplifier, Simple Marketing Now Twitter: @cbwhittemore eMail: [email_address] Blog: SimpleMarketingBlog.com

3. Lead Generation?

4. Image: Programming By JPDaigle Jean -Philippe Daigle

5. Social Media?

6. Image: Take Time While Time Doth Last By spratmackrel Paul Walker

7. What is a Lead? Hubspot

8. Image Source: Cold Calling By Jon Curnow Jon Curnow

9. Does This Sound Familiar? “… My local reputation keeps my door swinging. I am totally clueless how to attract new biz and am afraid to spend money on traditional media b/c I cannot afford not to have an ROI. Social media makes sense to me but I cannot find the time to do it well.” Anonymous

10. And This? “ Lead generation is difficult to track. Often customers don't remember how they originally came across your company and often [what they] cite is not correct.” Bill Buyok Owner, Avente Tile

11. How About This? “ The challenge, especially for smaller companies, is measuring the results from social media activities. For example, if an individual clicks through to our website from a tweet and buys something, that’s easy to measure. But in most B2B situations, differentiation on features, complex sales cycles, multiple decision-makers, significant service component— means this typically doesn’t apply. In B2B outreach, if John Doe is influenced to buy from us based on a blog post or a tweet—but completes the purchase through another unrelated channel—there’s no easy way to assign the value of that sale to our social media outreach.” Valerie Fritz VP Marketing RTLS Division TeleTracking

13. How Do You Generate Leads? Most Effective

14. Social Media For Lead Generation Most Effective

16. The 5 Steps of Social Media Lead Generation Step 1: Get The Basics Right Step 2: Maximize Content Discovery Step 3: Create Conversion Ubiquity Step 4: Test and Fail Fast Step 5: Optimize For Maximum Lead Flow

17. Case Study

18. Content Marketing Institute

20. CMI’s Goal Get an email address to start the relationship! Image source: http:// www.salesdnaltd.com /blog/sales-prospecting-by-email/

21. A CMI Case Study

22. A CMI Offer

23. CMI Landing Page

24. CMI’s Lead Generation Flow Become Readers of CMI content At least 6 months Subscribe to other content products 3 or more Easy conversion Contact form, email, Twitter

25. Calls To Action

26. From CMI Recent Post

27. Maximize Reach, Discovery Twitter Facebook LinkedIn Contact Us Email

28. Daily

29. Weekly Email

30. CMI Results Traffic: 40,000+ visits/month Leads: 30 to 50 signups per day Revenue: 2011: up 300%+

31. CMI’s Advice For Generating Leads “ Find a niche where you can be the leading expert in the world, and then think of yourself like the trade magazine for that niche and “cover” the market.” Pam Kozelka Content Marketing Institute

32. Social Media Advertising Advice LinkedIn & Facebook ads: Strong calls to action Personalize AMAP: by region or job title specifically Keep it fresh, simple, social

33. Case Study

35. Lead Generation Flow Daily blog content Pushed out through social media Higher value content How-to articles Case studies behind lead-generation forms Confirmation email Lead nurturing email series Paid sources  5 part email series Don’t annoy!

37. Content Reach & Discovery

38. Free Whitepapers

39. Measure, Adjust, Prioritize Leads flow automatically into CRM Number of leads captured Ratio of leads to sales Average value of sales Average return-on-investment Source: MarketingSherpa - Content Marketing: Inbound strategy pulls in 25% more revenue, 70% more leads

40. Results Since Early 2010 Higher quality leads vs. paid sources Increased sales 25-40% increase in revenue per quarter ~ 2x average annual revenue per account 70% increase in inbound leads 20% increase in website traffic Source: MarketingSherpa - Content Marketing: Inbound strategy pulls in 25% more revenue, 70% more leads

41. How To Implement… 5 Steps of Social Media Lead Generation

43. The Magalog Guy

45. People Learn in Different Ways Variety of content formats available Magalog Blog Sample Magalogs Book download Podcasts Free resources Content confirms expertise Blog builds traffic

46. Two Extreme Lead Paths Immediate need Referral or WOM Longer term Build trust Express personality Critical to have good fit with lead Phone consultation

48. Calls To Action Blog or podcast subscription Free marketing resources Free 130 page book: lead gen form Free phone consultation

49. Social Media To show personality Blog & podcasts Facebook LinkedIn Q&A - RSS feed Twitter Promote articles Benefit from search Monitor keywords

50. Magalog Guy’s Advice: “ The tempting siren song with social media is that you can reach everyone. But we know "everyone" should never be your target market. You need to be clear about your ideal prospects , then keep pushing out a message that resonates with them with the intent on having a two-way conversation. Non-business people on social media find each other when they're interested in a similar topic… Yet in business, we sometimes fail to carry that over into our connections with prospects. It becomes a one-way conversation instead of the natural progression of friends who came together over a similar interest and then build on that interest over time...”

52. Avente Tile Online tile retailer B2B, B2C Social tools Be human Build trust Add context to products

53. Avente Tile’s Offers Subscribe to eNewsletter Subscribe to Blog Call or Contact

55. Lead Generation Process Targeted keyword-specific blog content Promoted via social media Twitter Facebook Contact Lead form Email Phone call Twitter DM

56. Twitter Chats to Connect with Designers Search Terms  B2B Leads  Guest posts

58. Referrals To Website Avente Tile Talk Blog: 32% visits, 10.89 pages/visit, 36.43% bounce Because of the Blog: This Old House: 7% visits, 15.31 pages/visit, 30.71% bounce Houzz.com: 4% visits, 20.05 pages/visit, 26.21% bounce Hootsuite: 3% visits, 11.49 pages/visit, 23.21% bounce KitchenAndResidentialDesign.com : 1% visits, 19.36 pages/visit, 18.18% bounce

59. Detailing Website Events

60. Detailing Blog Events

61. Blog Social Sources 35% referrals from Google Images Check your <alt> tags!

63. CompuKol

64. Calls To Action

65. Primary Source of Leads:

66. Lead Generation Process Read & subscribe to blog content After 3-6 months “ Let’s Have Coffee ” Contact Form Monthly newsletter Keep readers in the loop Use open source CRM to track, follow up

67. Syndicate Content Socially Facebook Twitter Best: LinkedIn Groups

69. Awarepoint Healthcare IT company Enterprise awareness solutions for hospitals Long lead times Complex sale Launched Awarepoint Blog February 2010 Establish thought-leadership Broaden awareness

70. Awarepoint Lead Generation In-person sales team Demonstrations Trade shows Traditional marketing tools White papers Case studies Brochures Presentations at conferences Repurpose Place into greater healthcare context Promote via Social channels

71. Calls To Action Free case studies Learn more: blog posts Subscribe to blog Demonstration Lead form Impact Analysis Meeting Lead form

74. Results: Influence the Influencers Raise awareness Beyond healthcare IT stakeholders Part of solution for better healthcare Participate in greater industry discussions Lean healthcare Prevent MRCA New source of traffic 9k visits, 56% new, 1/3 from search

75. Social Sources of Blog Traffic Facebook 12% visits, 1.56 pages/visit, 76.19% bounce LinkedIn 7% visits, 1.66 pages/visit, 72.04% bounce Twitter 3% visits, 1.62 pages/visit, 65.38% bounce 2/27/10-2/27/11

76. Social Visibility RightHealth.com 1.29 pages/visit, 71.43% bounce rate TheRTLSBlog.com 1.54 pages/visit, 53.85% bounce RFIDSolutionsOnline.com 1.88 pages/visit, 62.50% bounce FierceHealthcare.com 1.33 pages/visit, 33.33% bounce

77. The Healthcare Community As of 3/10/11 The competition!

80. Tools You Need! A blog for great content – “ Think like a publisher” Social networks to share content Analytics to monitor performance Goals, custom URLs Alerts to monitor conversations Landing Pages to capture lead information CRM to track leads SalesForce.com, SugarCRM Email for lead nurturing Emma, ChimpMail, …

81. Tools To Track Results

82. What Makes Calls To Action Effective? Meaningful to prospects Top of Funnel Middle of Funnel Bottom of Funnel Image source: http://matthewneer.com/how-to/marketingfunnels /

83. http://www.contentmarketinginstitute.com/2011/05/3-keys-to-creating-social-media-content-that-converts/

84. What About Testing ?

85. Resources Mashable: HOW TO: Use Social Media for Lead Generation Social Media Examiner: Startup Company Eliminates the Cold Call with Twitter Kipp Bodnar: 7 Steps to Building A B2B Social Media Lead Generation Pipeline Slideshare/Hubspot: How to Use Social Media for Lead Generation

87. Contact Us! Kipp Bodnar Inbound Marketer, Hubspot Twitter: @kbodnar32 eMail: [email_address] Blog: Blog.HubSpot.com Christine (CB) Whittemore Chief Simplifier, Simple Marketing Now Twitter: @cbwhittemore eMail: [email_address] Blog: SimpleMarketingBlog.com