click asia 2011 presentation on lead nurturing and social media for b2b
DESCRIPTION
Digital Marketing, Lead Nurturing and Social Media for B2B EnterprisesTRANSCRIPT
LEAD NURTURING & SOCIAL MEDIA FOR B2B ENTERPRISE MARKETING
Anol Bhattacharya
GETIT COMMS www.getitcomms.com
CONTENT MARKETING SOCIAL MEDIA LEAD NURTURING
GETIT COMMS www.getitcomms.com
MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES
www.B2Bento.com
CONTENT MARKETING SOCIAL MEDIA LEAD NURTURING
LEAD NURTURING
25% 25%
50%
NURTURING PROSPECT'S JOURNEY THROUGH THE EXTENDED PIPELINE
SALES-LAND MARKETING-VILLE
UNQUALIFIED LEADS = WASTE OF SALES PRODUCTIVITY
NOT DOWNLOADED
OPEN
NOT OPENED
WEB MEETING
WEB MEETING
TELE-CALL
DOWNLOADED
LEAD SCORING
+10
+5
+15
+5
inactive
-10
+20
+25
TOTAL POINTS
THRESHOLD
SALES FUNNEL
TOOLS ARE EASY - STRATEGIC FRAMEWORK AND CHANGE IN CULTURE IS TOUGH
SOCIAL MEDIA
MARKETERS
SOCIAL MEDIA BANDWAGON
I CAN HAS FANS?
BLAH BLAH BLAH…
SOCIAL MEDIA DOUCHE-BAG EXPERT!
Cha-Ching!
FEW MONTHS LATER…
3 FOLLOWERS
DAD MOM NEIGHBOR’S DOG
WHERE IS LOVE?
ESTABLISH YOUR GOALS The ‘why’ of social media
• Brand Awareness? • Lead Generation? • Lead Nurturing? • Customer Service?
WHERE ARE YOUR PROSPECTS?
OUTBOUND ANALYSIS
WHERE ARE YOUR PROSPECTS?
INBOUND ANALYSIS
MAP INFLUENCES • Who are talking about your product(s)? • Who are talking about your product category? • What your competitors doing? • Who are talking about your competitors?
SET UP ENGAGEMENT FRAMEWORK
• Response workflow • Escalation process
CONTENT
CONTENT FOR LEAD NURTURING
CONTENT MAPPED WITH BUYERS PERSONA
TECHNICAL DECISION MAKER
ECONOMIC DECISION MAKER
INFLUENCER
END USER
CONTENT MARKETING SOCIAL MEDIA LEAD NURTURING
Anol Bhattacharya
GETIT COMMS www.getitcomms.com
?