Demand Generation: The Convergence of Social, Email, & Analytics

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Demand Generation The Convergence of Social, Email, & Analytics

Adam Proehl

Managing Partner, NordicClick Interactive

@adamproehl

@adamproehl

• In Online Marketing since 1997; specialize in complex & multi-

channel sales

• Principle at NordicClick Interactive – a full service Digital

Marketing Agency based in Minneapolis

• Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, MDMA,

and others

• Instructor at the Online Marketing Institute

• Long Suffering Minnesota Sports Fan (Sorry)

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About Me

@adamproehl

Is: • Overview

• Mindset

• Tactical, practical how to’s

Is Not: • Keynote worthy futuristic predictions

• Chart overload

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About this Session

@adamproehl

Notes Before We Begin

Just

thought

this was

funny

@adamproehl

Agenda

Introduction / Definitions

Content

Social

Email

Analytics

Optimization

@adamproehl

Notes Before We Begin

@adamproehl

Definitions

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Definitions

“Convergence”

• Overused buzzword term (sorry)

• The act, condition, quality, or fact

of converging (coming together).

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Definitions

“Demand Generation”

“The practice of creating a customer’s

propensity for and ability to buy from you.”

Steve Gershik

VP of Marketing Sirius Desicions

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Definitions

“Lead Generation”

“A series of marketing activities designed to

generate customer inquiries into your

company’s products or services.”

Steve Gershik

VP of Marketing Sirius Desicions

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Definitions

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“Lead Nurturing”

“Working like hell and persisting beyond

belief to turn that lead into a sale”

-Me

@adamproehl

Demand Generation

Lead Gen Lead

Nurturing

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For Success

@adamproehl

Which hand needs to do what?

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Email & Social

Wrong way to look at it

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Email & Social

The Perfect Marriage

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Email & Social

A Natural Fit…

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Email has

always been

social

Complex Sales = Multiple Touchpoints

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Research

Purchase Decide

Compare

Research Search

Social

Referral

Sales Rep

Email

Support

Sales Rep

Success /

Failure

Get Help

Use

Trust

Share

Evangelize

Web Site

Discovery

Starting

Point

What about Analytics?

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Hmm.. What to spend time & money on

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Branded

Keyword

Queries

@adamproehl

Attribution

Types of Conversions: A simplified lame

sports analogy

@adamproehl

The “Last Click” Trap

Don’t fall into it

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Subract a few and what do you got?

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Research

Purchase Decide

Compare

Research Search

Social

Referral

Sales Rep

Email

Support

Sales Rep

Success /

Failure

Get Help

Use

Trust

Share

Evangelize

Web Site

Social & the Complicated Sale

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Content

What do you

have to say?

That’s

worthwhile?

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B2B: Your Story

Manufacturing Example:

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B2B: Your Story

Services

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Sales Target

• Who

• Needs

• Tasks

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Example of Content Exercise

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Materials to Start From

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Capabilities Powerpoint Decks

• Usually Gold

• Sales & Marketing can

both get better

• Slide = Post

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Offline Materials

Borrow Content

Only make it interesting

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Real Customer Stories

• Best Source of All:

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Support Emails

• Real Issues & Problem Statements

• Real Resolutions

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Form Inquiries

• Prospects

• Current Customers

• Tire Kickers

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Listen on a Sales Pitch

• Context

• Objections

• Stage

• Point of View

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Ask your database

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More Ideas

Content Strategy for the Web

Kristina Halvorson

Get Content, Get Customers

Joe Puluzzi & Newt Barrett

Content Rules

Ann Handley & C.C. Chapman

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Fresh Content

Blog?!?!?

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Look for Small Victories

• Find some easy stories to tell

• Tell, post, broadcast, & measure

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Main Site Overkill

• TOO much content

• Trying to solve for EVERY possible use

case

• Text Heavy; Video page overkill

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Main Site Overkill

Solving:

• Blog Content

• Link back to main solutions page on site

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Where Should You Be?

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Where is Your Audience?

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Leverage current databases

Engaging Potential Influencers

Tool:

@adamproehl

Ask Them…

• Let them know where you’re at

• Give them a reason to choose to engage

• Measure opens, clicks, likes, follows

• Repeat

• Segment Results

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Example

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Don’t Do This

Source: The Oatmeal

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Paid Targeting

• Facebook Ads

• LinkedIn Ads

- Soft Sell / Branding

- Measure Branded Queries

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Sample Success Metrics:

• Site traffic referrals from Facebook &

LinkedIn

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Paid Targeting

@adamproehl

Paid Targeting

Sample Success Metrics:

• Site conversions referred from Facebook and

LinkedIn (contact forms, phone calls, video views,

tool usage, sales, etc.)

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Sample Success Metrics:

• Increase in the volume of branded keyword

queries (Webmaster Tools, Google Analytics,

& external keyword tools)

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Paid Targeting

@adamproehl

Sample Success Metrics:

• Increase in the volume of traffic via

branded keyword queries from “within

the walls” of a corporate prospect

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Paid Targeting

@adamproehl

Paid Targeting

Recommendation:

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Sleuthing

LinkedIn

Twitter List Mining

Social Monitoring Tools

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LinkedIn Sleuthing

• Seek Intros

• Join Groups

• Better yet, create

• Industry Education Focused

• Email

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Tool: Followerwonk

• Bio Search

• Influencers

• “Wonk Score”

• Good Starting Point

• Geo

Twitter Sleuthing

@adamproehl

Facebook Sleuthing

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Social Sleuthing

• Prospect & Customers’ customers

• Prospect & Customers’ competition

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Don’ts

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Social Sleuthing Goals

1) Direct Contact

2) 100 Cups of Coffee per year

3) Leads

4) Sales

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Email & Social - Similarities

• Form of Communication

• Broadcast or 1:1

• Easy to Engage

• Easy to Ignore

• Easy to Get Horribly Wrong

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Email: Crowdsource

• Content Ideas

• Stories

• Videos

• Testimonials / Reviews

• Problem Statement

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Email Post Summary

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Which Email Usually Gets Opened?

Conversion Email

• Transactions

• Lead Submission

• Whitepaper / E-book

• Account Summaries

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Stats (That Mean Something)

93% of B2B buyers start the buying

process with a search

Marketo

#1

@adamproehl @adamproehl

#1

@adamproehl @adamproehl

The Approval Process

63% of B2B C-level execs turn

to search engines to locate

information during the approval

process.

Source: Forbes

#2

@adamproehl

More Stats (That Mean Something)

@adamproehl

More Stats (That Mean Something)

8 out of 10 IT decision-makers said

word of mouth recommendations

are the MOST important source

when making buying decisions

Source: Forrester

#3

@adamproehl @adamproehl

Industry Prediction

“B2B will take advantage of social

commerce tools and adopt at scale within

3 years vs. B2C's 7-year adoption pace.”

Cathy Halligan, Power Reviews

@adamproehl @adamproehl

More Stats (that mean something)

9 out of 10 buyers say “they will find you” when

they’re ready to buy

Source: DemandGen

Report

#4

@adamproehl @adamproehl

Q & A

• Be there for the buyer

• May grow bigger than reviews

#4

@adamproehl

Q & A #4

@adamproehl

Staples SMB Printer Example:

@adamproehl

Push/Pull

A little push is

OK

Really, it is…

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Analytics

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Figure Out Your Wheel

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Social

Referral

Sales Rep

Email

Support

Sales Rep

Web Site

Measurements

Assigning Value: Assists (back to lame sports

analogy)

Career leader in points

@adamproehl

Measurements

Assigning Value: Assists

Where would he be without these guys?

@adamproehl

A Few Tools

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Blog Searches

@adamproehl

Muckrack.org

Who Can Influence Your Brand?

Tool: Muck Rack

@adamproehl

Tool: Foller

• User Info

• Topics

• Hashtags

• Mentions

• Geography

www.foller.me

Who Can Influence Your Brand?

@adamproehl

Tool: Mentionmapp

Who influences the influencer?

www.mentionmapp.com

@adamproehl

Support

Tool: Get Satisfaction

Price: Starting $19/mo

@adamproehl

Actionable Measurements

Tool: Tweriod

Simple: When is

the best time to

tweet to your

followers?

@adamproehl

Tool: Hashtags.org

Participation

@adamproehl

Summary

• Email, Social, & Analytics…Just

communication & measurements

• If you’re doing nothing, start simple

• Figure out your Wheel

• Figure out your content needs

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Questions?

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