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Qualifying B2BLeads in Social                                                       Nick Fugaro                           ...
B2B Leads (the old way)   The leads are weak…..   YOU’RE WEAK
And once you had a lead, it was reallyhard to close….                       • Took time                       • Took $$   ...
Social changes all of that
Trend #1: Democratization of DataBusiness professionals contribute data and keep it up-to-date           -Ricky Roma
Trend #2: Self-identification of interestBusiness professionals discuss topics of interest
Accurate profile data + currentinterests =the good leads    So how do you get acquire these?
Move prospects from casual followers toengaged and qualified leads                            • Show up         Awareness ...
Awareness   Engagement Qualification
Awareness          Engagement     QualificationFollow on Twitter         Follow on LinkedIN
Awareness   Engagement   Qualification
Awareness         Engagement                    Qualification                                                      Marketi...
Awareness                            Engagement                            Qualification                                  ...
Awareness               Engagement                  Qualification Source: B2B Content Marketing Trends - 2012 Survey Resul...
Awareness               Engagement                  Qualification Source: B2B Content Marketing Trends - 2012 Survey Resul...
Awareness               Engagement                  Qualification Source: B2B Content Marketing Trends - 2012 Survey Resul...
Awareness   Engagement   Qualification   Budget  Authority  Need   T  iming
Keys to qualificationBudget                  Do they have money to spend?Authority               Are you talking to the de...
Trade Shows are social too
Data and Lead Generation based on Topic               All users who             indicate that they           are intereste...
Detailed View of dataVivastream provides Conferences with user-level detail of all activity occurring onVivastream, includ...
Real-time leads dashboard
RecapAwareness    Engagement Qualification        Awareness        Engagement        Qualification
AwarenessGet out there. List your company on all relevant socialnetworks, and define what your company (and your thoughtle...
EngagementSocial engagement is about turning followers into customersSocial engagement centers around great content and sm...
Qualification   Budget   Authority   Need    T  iming
And remember…..A B CAnd you can have that               coffee
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DMA 2012 Qualifying B2B Social Leads

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DMA 2012 Qualifying B2B Social Leads

  1. 1. Qualifying B2BLeads in Social Nick Fugaro Founder, CEO nfugaro@vivastream.com +1 732 687 0957 Confidential | Draft for Discussion Purposes Only Sept 2012
  2. 2. B2B Leads (the old way) The leads are weak….. YOU’RE WEAK
  3. 3. And once you had a lead, it was reallyhard to close…. • Took time • Took $$ • Took these:
  4. 4. Social changes all of that
  5. 5. Trend #1: Democratization of DataBusiness professionals contribute data and keep it up-to-date -Ricky Roma
  6. 6. Trend #2: Self-identification of interestBusiness professionals discuss topics of interest
  7. 7. Accurate profile data + currentinterests =the good leads So how do you get acquire these?
  8. 8. Move prospects from casual followers toengaged and qualified leads • Show up Awareness • Listen • Converse • Follow Engagement • Opt-In • Invite • State intent Qualification • BANT
  9. 9. Awareness Engagement Qualification
  10. 10. Awareness Engagement QualificationFollow on Twitter Follow on LinkedIN
  11. 11. Awareness Engagement Qualification
  12. 12. Awareness Engagement Qualification Marketing Automation RTE program enablement Social CRM Business needs identified data integrated social CRM system
  13. 13. Awareness Engagement Qualification Download our free white paper Meet IBM forward thinkers on Business Insights Day 1 Day 60 Day 120 Day 30 Day 90 Complimentary Webinar New BI sessions have been Test Drive IBM Cognos added to Information on Express in the Cloud Because you are interested in Demand 2012Business Insights, we thought you might want to attend….. View Sessions | Attend IOD
  14. 14. Awareness Engagement Qualification Source: B2B Content Marketing Trends - 2012 Survey Results IDG Enterprises
  15. 15. Awareness Engagement Qualification Source: B2B Content Marketing Trends - 2012 Survey Results IDG Enterprises
  16. 16. Awareness Engagement Qualification Source: B2B Content Marketing Trends - 2012 Survey Results IDG Enterprises
  17. 17. Awareness Engagement Qualification Budget Authority Need T iming
  18. 18. Keys to qualificationBudget Do they have money to spend?Authority Are you talking to the decision maker?Need What problems do they need to solve?Timing Are they ready to buy?
  19. 19. Trade Shows are social too
  20. 20. Data and Lead Generation based on Topic All users who indicate that they are interested in the topic are tracked as leads Individuals who click on content or banners are tracked as leads
  21. 21. Detailed View of dataVivastream provides Conferences with user-level detail of all activity occurring onVivastream, including check-ins, topical interest selection, page views, contentdownloads, and user-generated content like comments or ratings.When permissible, we also pull in relevant content from 3 rd party social networks likeTwitter. User summary Session check-in detail
  22. 22. Real-time leads dashboard
  23. 23. RecapAwareness Engagement Qualification Awareness Engagement Qualification
  24. 24. AwarenessGet out there. List your company on all relevant socialnetworks, and define what your company (and your thoughtleaders) can help with. Show up. Listen. Converse. Define your Follow relevant Create and sharecompany’s social topics and groups relevant content identity
  25. 25. EngagementSocial engagement is about turning followers into customersSocial engagement centers around great content and smartpeople. Generate and share interesting content and thought-provoking opinions, and people will follow.. Follow. Opt-In. Invite. Create compelling Capture opt-in to Engage community to reasons to get unlock additional join webinars, people to follow channels download content, (content & experts attend events, win are good ones) steakknives
  26. 26. Qualification Budget Authority Need T iming
  27. 27. And remember…..A B CAnd you can have that coffee

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