making b2b lead gen social

Contact:    Leahanne.Hobson@Alinea-­‐Partners.com  

November  2012  

Making  B2B  MarkeAng  Social    

Tradi&onal  Marke&ng  +  Social  Media  …  

+ =

 ’I  can’t  hear  you  …!’  

Today’s    Buyer’s  World  

Aligned  ‘Engaged’    

(Sales!)  

Old  MarkeAng  

Vendor’s  World  

 Messages  aren’t  being  heard  

FOR  GETTING  NOTICED  AND  GETTING  BOUGHT  

We  Need  a  New  Model  

What  Stage  are  You?  

Status Quo

Impact Breakthrough!

New  Skills  Needed  for  Modern  Marke&ng  

•  A  Digital  Way  of  Life  

•  Knows  Big  Data  is  Here  

•  Understands  it’s  Social  and  Mobile  

•  Collaborates  with  Sales  and  IT    

How?  

What  social  media  plaLorms  do  you  use?  

•  LinkedIn       85%  

•  TwiPer       70%  

•  Facebook       54%  

•  YouTube     53%  

•  Pinterest     18%  

What  about    …  

A  Few  Unsung  Heros  

•  Borrow  from  B2C  -­‐-­‐  Affiliate  Marke&ng  

–  Bring  more  traffic  to  your  site!  

•  Do  not  ignore  SEO  –  They  will  not  buy  if  they  cannot  find  you!  

•  Do  not  undervalue        

–  Appeals  to  user  experience  desire  and  &meframe  

•  Develop  and  leverage  your  Editorial  Boards  

You  Tube  SEO  Tricks  

•  Closed  Cap&ons  

•  Add  the  script  in  the  descrip&on  

•  Name  the  video  file  with  key  words  

•  Create  a  more  engaging  video  •  Authorita&ve  YouTube  Channel  

•  Pos&ng  HD  Videos  Instead  of  SD  

•  Having  a  relevant  headline  with  proper  keywords  

•  Pucng  your  link  in  the  descrip&on  above  other  content  with  hPp://  

•  Including  tags  from  other  videos  which  rank  well  for  the  keywords  that  you  are  targe&ng  

•  Giving  a  call  to  ac&on  at  the  end  of  the  video  for  liking  your  video  and/or  subscribing  to  your  channel.  

Facebook  Tips  

•  Shorter  posts  Receive  23%  Higher  Interac&on  

•  Don’t  Neglect  Weekends  

•  Early  Week  Posts  Drive  More  Engagement  Than  Midweek  

•  Out  of  Office  Hour  Posts  Drive  14%  More  Engagement  •  Pos&ng  1  or  2  &mes  a  day  Drives  19%  Higher  Engagement  

•  Images  Get  39%  More  Engagement  Than  Average  

•  Full  URL’s  Get  16%  Higher  Interac&on  than  Shortened  URLs  

•  Posts  With  Ques&ons  Get  92%  higher  Higher  Comments  

•  Placing  Ques&ons  at  the  End  Gets  15%  Higher  Interac&on  •  Asking  Users  to  Cap&on  Images  Gets  5  Times  Higher  Comments  

•  “Fill  in  the  Blank”  strategy  Gets  4  Times  More  Comments  

•  Posts  With  Emo&cons  Get  52%  Higher  Interac&on  Rates  

Pinterest  Tips  

#1:  Use  Infographics  

#2:  Use  Ebooks,  Guides  &  White  Papers  

•  add  aPrac&ve  cover  images  

#3:  Engage  Your  Fans  

•  ask  people  to  like  your  pin  or  to  ask  people  ques&ons  in  the  descrip&on,  which  will  encourage  them  to  comment  on  it.    

#4:  Display  Your  Work  Culture  •  Get  to  know  each  other  

#5:  Pin  Brand-­‐Related  Images  

MicrosoW  Office  365  Learnings  

(Removed  do  to  informaAon  SensiAvity  for  greater  audiences)  

F(REMOVED  DO  TO  INFORMATION  SENSITIVITY  FOR  GREATER  AUDIENCES)  

Partner  Landing  Page  Learnings  

1.  Page  Headline  &  Copy  Match  •  Don’t  forget  SEO  

2.  Clear  &  Concise  Headlines  3.  Impeccable  Grammar  4.  Take  Advantage  of  Trust  Indicators  5.  Use  a  Strong,  Visable  Call  to  Ac&on  

6.    BuPons  and  Calls  to  Ac&on  –  Stand  Out!  7.    Easy  on  the  Links!  

•  Never  take  them  off  your  page  8.  Use  Images  that  Relate  to  Copy  9.  Keep  it  Above  the  Fold  10. Constantly  Test  and  Change  

Now  what?  

TOUCHES

Web Traffic Visit to lead conversion rate

Opportunities Cost; Lead to won sale conversion rate

On Target Leads Cost; Lead to opportunity conversion rate

Sales Cost; total revenue goal

Quantity of On Target Leads must equal Total Revenue Goal

The  Process  

REACH  

INQUIRY  

CONSIDERATION  

EVALUATION  

SELECTION  -  Search -  Find -  Qualify - Experience

- - Try -  Activate -  Manage -  Support

- - Advise

-  Refer -  Advise -  Customer -  Cross & Upsell

POST  PURCHASE  

Content  Mapping  

Segment/persona  

Inquiry   ConsideraAon   EvaluaAon   SelecAon   Post  Purchase  Win/Loss  

Marke&ng  Director  

Marke&ng  Demand  Gen  Specialist  

CRM  Mngr  

Sales  Director  

Owner  Internal w

hitepaprs, vendored sponsored w

ebcasts,Case studies,

customer testim

onials, Survey

3rd party w

hite papers, w

ebcasts, advertised Events, brochures

Product demos, short videos,

Testimonials Try, Freem

ium, Survey

Assessm

ent, Freemium

,

Training, How

Tos, New

service announcem

ents, customer sat surveys

‘Buyers  are  Liars’  

Personas

Progressive Profiling

Match Content to Buyers

Personalise

Earn Trust

Nurture  Campaigns  

•  Batch  &  Blast  

•  Simple  Drip  

•  MulA-­‐track,  MulA-­‐Step:  

–  Triggered  CommunicaAons  

– Match  content  to  buyer  stage  

Now.  Increase  Engagement  &    Experience  

whitepaper Case study

Online community

Survey

Video Pres

Flash Demo

Assessment

Freemium

Customer Video

Trial

Live Demo

Engagement  &  Experience  

Maximise  Content  Crea&on  -­‐  1  To  Do  List,  or  ...      

Take  Aways  

•  It  is  all  about  Content  

•  The  linear  sales  funnel  is  dead  •  Align  to  marke&ng  automa&on  

•  Big  Data  &  Social  Selling  (personalized,  individualized,  behaviours)  are  on  the  rise  

•  Focus  on  social  media  that  works  

•  Don’t  throw  the  baby  out  with  the  bathwater  •  Sales  &  marke&ng  alignment  is  more  important  than  ever  

•  Watch  Mobile      

•  Prove  value  

Thank  you!  

Addendum  

Define  Value  

Business  Benefits  

CompeAAon’s  Business  Benefits  

Customer  Need  

Who Cares? Lose Draw