social media marketing for b2b lead generation overview
Post on 13-Sep-2014
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DESCRIPTION
Basic overview of using Social Media Marketing for B2B Lead Generation. Includes B2B social media stats, B2B social media obstacles, the changing sales processes and move to one-to-one engagement. Also includes ideas on how to weave social media into all online campaigns and how to measure.TRANSCRIPT
Social Media BasicsReview of Social Media for B2B
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ABOUT US
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MORE THAN A DIGITAL AGENCYIt's what makes us different. Strategy, marketing, creative, and technology rooted in our WebCentric™ approach helps our clients build stronger brands, visibility, and drive measureable results.
• Founded in 1997, incorporated in 2008• Located Bethlehem, PA between PHL
and NYC• B2B, Technology and Industrial clients
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CAPABILITIES
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STRATEGY & PLANNINGBrand StrategyWeb StrategyPositioning and StrategyVoice of Customer
ONLINE VISIBILITYInbound MarketingSearch Engine OptimizationPaid SearchOnline Advertising
WEB & TECHNOLOGYWeb Design and DevelopmentMobile DevelopmentApplication DevelopmentB2B Sites
Messaging DevelopmentMarketing and MediaCompetitive AnalysisLead Generation Strategies
Content MarketingEmail and Lead GenerationMarketing Automation
Corporate SiteseCommerce WebsitesContent ManagementUsability and Conversion Improvement
USER EXPERIENCE & CREATIVEUser Experience DesignInformation ArchitectureCreative ConceptingGraphic DesignContent Development
SOCIAL & PRSocial Media InfluencePublic and Media Relations
MEASUREMENT & ANALYSISREACT Web AnalyticsCampaign ROI AnalysisEngagement and KPI Analysis
CopywritingInteraction DesignPhotographyVideo and AnimationAd and Campaign Creative
Reputation ManagementCustomer Engagement
SOCIAL MEDIA FACTS
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SOCIAL MEDIA FACTS
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WHAT B2B MARKETERS SAY
• 93% of B2B marketers use social marketing to market their business
• 85% of marketers reported that the number one benefit of social marketing is generating more business exposure
• 74% of marketers reported that social marketing has increased their site traffic
• 59% of marketers are using social marketing for 6 hours or more per week
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SOCIAL MEDIA FACTS
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WHAT B2B COMPANIES ARE WHAT ARE THE TOP OBSTACLES TO ADOPTING SM?
• Lack of resources, cited by 70% of respondents• 57% cited poorly defined success metrics and
key performance indicators• 44% said “lack of knowledge about social
media” is holding them and their companies back.
• Management resistance, cited by 22%, may stem from the preceding three obstacles.
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SOCIAL MEDIA FACTS
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MOST POPULAR CHANNELS (B2B Mag.)
• LinkedIn chosen by 30% of respondents• Facebook (20%)• Blogging (19%) • Twitter (16%) • YouTube (8%)
IS SOCIAL MEDIA FOR B2B?
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HOW ARE YOU ENGAGING PROSPECTS BEFORE THEY ENGAGE YOU?
Social Media Provides an Additional Channel to Move Prospects Through the Sales Funnel
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THE SALES PROCESS
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IN THE PAST…
• The primary way a prospect could get information about a company was by engaging directly with a sales person.
• Marketing focused on brand building and awareness by using mass advertising, tradeshows, PR and print media.
• Direct mail and cold calling made up the majority of targeted interactions, and marketers passed all new leads hot or cold – to the sales team for follow-up.
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MOVE TO ONLINE LEAD GENERATION
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THE TRANSITION…
• With the arrival of Google in 1998, B2B companies started to focus on SEO, PPC advertising and email marketing to drive traffic to their website.
• They created content such as whitepapers and webinars to convert traffic into leads.
• The best marketers realized that their leads were often sent too early to sales. As a result, they invested in lead nurturing and scoring programs to further define hot leads and used additional methods to nurture the rest – to be sent to sales at a later date.
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WEAVE IN SOCIAL ACROSS EVERY CAMPAIGN
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TODAY…• Social media amplifies the effectiveness of offline and online marketing. It does not
replace it.
• Today, marketing through SEO, PPC, and email are still very much a part of the marketing mix, but social media sites drive many B2B interactions on the web.
• Social is a good platform for creating valuable business relationships that promote sharing and engagement. And for this to be effective, as a marketer you have to develop a strategy that weaves in social as part of every marketing campaign that you do.
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Establish a Twitter company profile with your brand. Follow thought leaders in your industry. Tell your story.
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Establish your brand through a company page. Targeted advertising. Reach out to prospects. Expand your reach
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Establish your brand through a company page. Targeted advertising. Engage customers.
YOUTUBE
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YOUTUBE
Thought leadership. Product demos. Webinars. Users from YouTube spend more time on your site.
WHERE TO START? SIMPLE TACTICS
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SIMPLE SOCIAL MEDIA TACTICS
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KNOW YOUR ASSETS• Thought leadership
• Drive registration for events and content
• Follow-up and lead nurturing from events
• Speak to your audience
• Company and product news
• Company, product, and service details
• Follow, Like, Share, Retweet
• Spend marketing $$$ on highly qualified targets
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AN ACTIVE SOCIAL MEDIA CAMPAIGN IS MORE LIKELY TO SUCCEED
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A BASIC STRATEGY ON SOCIAL MEDIA “POSTING”
WHAT’S IN IT FOR ME?
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TOP 10 BENEFITS
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• Branding• Expanding Reach• Reputation Management• Lead Generation• Education (internal &
external)
• Education (internal & external)
• Competitive Analysis• Social Insights on Prospects• Drive Traffic• Tap 3rd Party Influencers and
Communities
ANALYTICS & RESULTS
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YOUTUBE
Control your brand, expand your reach with control of your social media profiles.
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QUALITY USERS FROM SOCIAL MEDIA
MARKETING AUTOMATION
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MARKETING AUTOMATION
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GENERATE LEADS. MAXIMIZE ROI. WIN.A cloud-based solution that "automates" various aspects of the digital marketing mix for companies with multi-touch sales cycles. It tells "who" is interacting with your content and helps you determine which prospects are showing the most buying signals. Helps marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability!• Lead scoring and pipeline development• Lead warming and nurturing through drip
campaigns• Content development and conversion strategies• Integration with Microsoft CRM
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VISITORS & PROSPECTS
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VISITORS & PROSPECTS
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IDENTIFY VISITORS AS COMPANIES
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PROSPECT DETAILS
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REACT
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IS IT MEASURABLE? YES.
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• ROI measurement• Key marketing and business performance
objectives/metrics• Inbound and outbound analysis• SEO/SEM ranking• Social media, trending topics and user driven content• Competitive landscape• Conversion funnel analysis and outcomes• Assisted conversion attribution• Lead tracking and scoring• Usability indicators and user flows
REACT is a customized web analytics process that delivers data in a meaningful and impactful way.
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SAMPLE REACT DASHBOARDS
KPI SCORECARD HEATMAPS
CHANNEL SPECIFIC
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CONVERSION TRACKING & ROIGOAL CONVERSIONS• Track conversions including orders,
RFQs and website inquires• Determine source of leads and ROI
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EVALUATION & IMPROVEMENT WEBSITE & MARKETING ANALYSIS• Analyze data in a meaningful way
with ROI measurement and actionable take aways.
WEBSITE USABILITY• Heat maps pinpoint user behavior
CONVERSIONS• What’s driving leads?
– Offers?– Product Releases/Case
Histories/White Papers?
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