making b2b lead gen social
DESCRIPTION
A comprehensive overview of B2B lead gen using social media. Covers: skills needed, traditional marketing role, landing pages/homepages, tips and tricks, getting started, the buyers' journey,trends, strategies, lead generation, lead nurturing, content, content marketingTRANSCRIPT
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