Click Asia 2011 Presentation on Lead Nurturing and Social Media for B2B

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

EMAIL

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  

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