Today's B2B marketers are constantly tasked with generating more leads and then proving the value of their campaigns. But it isn’t always that easy when it comes to social media as a channel. During this webinar, you’ll learn how to interact with your audience on social in an effective and personalized manner, accurately track engagement and more! Join Marketo, Oktopost, and FIS Global as they explore why social attribution is important in the Engagement Economy and the tools you’ll need to succeed.

1. Why Social Attribution is Important
in the Engagement Economy

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Housekeeping
• The webinar is being recorded! Slides and recording will
be sent to everyone who registers after the webinar
concludes
• Have a question? Type your question in the chat box on
the left hand side
• Posting to social? Use:
• @marketo, @oktopost, @cday_uk

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Agenda
• Introductions
• Why social has a big impact in the B2B world
• Social attribution challenges & trends
• Q&A session with FIS Global to answer all of your social
attribution questions!

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Meet Oktopost!
Oktopost is the only LaunchPoint
Accelerate social media engagement
platform and partner that is architected for
B2B
• Publishing & Analytics by combining
Engagement Platforms and Social Media
Platforms
• Employee Advocacy for amplified reach
• Response Management by routing social
chatter and messages to a relevant
employee
Daniel Kushner
CEO @ Oktopost

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Meet FIS!
• FIS is the world's largest global provider
dedicated to financial technology
solutions
• Client Champion: We champion our clients every step of
the way to help them reach their goals
• End-to-End Capabilities: We provide exceptional
technology services covering the entire financial
landscape
• Empowering the financial world: We empower the
financial world and everyone touched by it
• From banking to capital markets, retail to
corporate — and everything touched by financial
services — we bring greater efficiency, flexibility
and scalability.
Colin Day
Vice President Global Demand
Centre & Marketing CTO @ FIS

6. It’s an exciting and
challenging time
for marketing

7. We have high
expectations
of buyers
measure all brands
against a select few –
think Amazon, Netflix,
and Starbucks.
(Wunderman)
87%
We’re overwhelmed
by the noise
of
buyers feel
annoyed when
they’re blasted
with generic
marketing.
(Marketo)
63%

8. We’re connected like never before

9. More Informed Buyers
of buyers conduct
research online during
the buying process.
(Accenture)
94%

10. Growing Customer Expectations
only consider brands that
show they understand and
care about ‘me.’
(Wunderman)
79%
say customer experience
is more important than
price in buying decisions.
(Forrester)
64%70%
of buying experiences are
based on how customers feel
they're being understood.
(McKinsey)

11. Email Web Mobile Social Ads
Expanding Customer Touch Points

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Is social really that important?

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And what about for B2B?
• 55% of B2B buyers search for information on social
media (AdWeek, 2015)
• 84% of C-level and VP executives use social media to
support purchasing decisions (IDC, 2016)
• In a B2B case study, once they were able to track it –
they saw that 24% of all MQL's came from social media
• In a 30-day period, leads took an average of 6.4 social
actions VS. opening 1.4 emails and visiting 3 website
pages

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But Social Media in B2B is Hard…
• You audience is interacting with you on social, but you
can’t track this activity in your Engagement Platform
• Social media is often a major source for lead
generation, yet it gets almost no credit
• Lead qualification and scoring isn’t possible when your
audience is on social
• Tracking the effectiveness of social-selling is near-
impossible

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But times are changing!
MORE DATA = MORE POWER
Email
Website
CRM
Social
Media
WebsiteCRM
Email

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How?
Example timeline of typical user interactions with brand assets
Customer Engagement Timeline

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How?
Example timeline of typical user interactions with brand assets
Customer Engagement Timeline

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Q&A with Colin Day

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What is the role of social media in
your overall campaign strategy?

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What were some of the challenges
you faced when adding social as a
major channel to your strategy?

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What technologies did you
discover and how did you choose
the best one for accurate social
media attribution?

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With the vast amounts of data you
are collecting, how are you pulling
it all together in a cohesive story?

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As you continue to grow, how are
you managing social engagement
at scale?

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What are some key takeaways you
can share with fellow B2B
marketers on how to start with
social media attribution?

25. Thank you!