eMarketer Webinar: B2B Lead Generation—Best Practices in Social, Content Marketing and Video

©2013 eMarketer Inc.

O C T O B E R 4, 2 0 1 3

B2B Lead Generation—Best Practices in Social, Content Marketing and Video

Kris Oser

Sponsored by:


Agenda:

� Spending shifts in marketing budgets

� Increased emphasis on content marketing, social media and video

� Best practices from B2B marketers

Twitter – #eMwebinar


Digital figures prominently among tactics preferred by B2B marketers



The vast majority of B2B marketers in North America use content marketing


It’s become the leading focus for a plurality of B2B marketers worldwide


What makes for good B2B content marketing?

� It IS designed to help people do their jobs better

� It IS NOT about promoting or advertising a company’s brand directly, or overtly trying to sell something



Why has content marketing become so popular the last few years?

Done right,

it can

engage

prospects

throughout

the sales

cycle


Engagement = Trust


Three best practices for content marketers:

1. Be useful and relevant to clients and prospects

2. Move beyond “likes” to loyalty

3. Crank the content spigot



1. Be useful and relevant for customers and prospects

“Put yourselves in the shoes of the customer. … Nobody wants to invite themselves into a sales pitch.”

—Maribeth Ross, vice president of marketing at NetProspex


NetProspex’s Marketing Plan-o-gram: a hit with prospects and customers


2. Move beyond “likes” to genuine loyalty


3. Crank the content spigot

“We have this always-on, constant stream of conversation with our customers.”

—Rishi Dave, B2B social media director at Dell


Content Marketing—Key Points:

� The majority of B2B marketers use content marketing because it improves engagement.

� Think like your customer. Make sure the content suits their needs and helps them do their jobs better. This will position you as a thought leader.

� Look for real loyalty. Once you engage your customers, inspire them to evangelize—and criticize.

� Keep the content coming. Content should be ever-flowing.



Using Content Marketing in Social Networks


Content Marketing

SocialNetworks


B2B marketers face a common conundrum: social media marketing is a must-have, but return on investment remains elusive


What keeps

B2B

marketers

up at night?

Finding leads, qualifying leads and reaching targeted leads


Opinions of

friends and

peers and

social media

greatly

influence

B2B

decision-

makers


B2B marketers point to social as a favorite digital marketing tactic because social networks are where buyers are


What can social do for my brand?


Two simple rules for social media marketers:

1. Integrate social networks

2. Get to know your prospects



1. LinkedIn is only a start


Don’t settle for one social network; integrate social networks


Draw from employees’ personal connections on social networks

“There’s a lot of power in those networks.”

—Scott Harris, director of demand marketing at Adobe


For many B2B executives, business and personal social networks mix

“Their business is always on their mind.”

—Christopher Litster, senior vice president of sales and marketing at Constant Contact


Why is GE on “consumer sites” like Pinterest and Instagram?

Being on these sites shows that “we are not this big, cold company, but are comprised of individuals and technologies and innovations that are actually things that matter.”

—Andy Markowitz, director of global digital strategy at General Electric


2. Get to know your prospects

Genuine engagement happens when:

� Data or insights help prospects do their jobs better.

� A brand provides content that keeps a recipient interested and involved—and which leads naturally to the next step …



Each touchpoint is a chance to get a little more information from your prospect

“People think the content you’re putting out in social channels is more exclusive.”—Christopher Litster, senior vice president of sales and marketing at Constant Contact


Social Media Marketing—Key Points:

� Social media helps build relationships with prospects.

� LinkedIn is only a start: Integrate social networks.

� Get to know your prospects. Get more information each time you interact with them to help move them along the purchase funnel.



Using Video in Content Marketing


Content Marketing

Video

SocialNetworks


Online videos are an important and growing research source amongB2B decision-makers


Watching

video is a

leading

social media

activity

among

B2B

decision-

makers


B2B marketers say video is among the most successful tactics for creating awareness and generating targeted leads


Marketers planned to increase spending on online video in 2013


Two simple rules for B2B video marketing:

1. Tell a good story

2. Length matters



1. Tell a good story

Elements of a good story:

� Brevity

� Clarity

� Entertainment and relevancy

� Humor (sometimes)


Humor? Really? For a B2B audience?

“We’re all human. Even though this is B2B, everyone likes a good story and everybody likes to laugh … Video is excellent at really packaging all of that together and helping you tell a very efficient story.”

—Jennifer Anaya, vice president of marketing, North America, at Ingram Micro

“Don’t be a Joel” – video examplehttp://www.youtube.com/watch?v=wj6gYtbEfBk


2. Length matters. (But also consider the context)

“You have to tailor to the different channels you’re pushing [the video] through. A 30-minute video probably won’t perform as well on YouTube as a 5-minute or 3-minute video.”

—Tobias Falkencrone, head of marketing and branding at Maersk Group

“Building the Triple-E” – video examplehttp://www.youtube.com/watch?v=vxeREd3s_UE


Key Takeaways

Content Marketing

Video

SocialNetworks

Content Marketing

� Think like your customer

� Move beyond “likes” to loyalty

� Crank the content spigot

Social Media Marketing

� LinkedIn is only a start

� Get to know your prospect

Video Marketing

� Tell a good story

� Make the length suit the platform


Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Are your efforts maximizing your investments?


Mapping Content to Stage

� Everyone in target market

� Goal: Engagement through reciprocity

� Content: Infographics, video (fun interactive)

• Channels include Blogs, Social interaction, Paid Search, Media Channels, Partner interactions

1

2

3

4

5

Engagement

Inte

res

t

Suspect

Prospect

Lead

Opportunity

Community

� Actively engaged in information exchanged for content

� Goal: increase opportunities for “scoring”

� Content: email, ads, display, events

� * ebooks and analyst reports perform well here

� Prospect that meets fit and engagement interest

� Goal: Content that addresses their pains

� Content: whitepapers, testimonials, demos

� Support the 1:1 conversations

� Officially entered the pipeline

� Goal: support the buying cycle

� Content: self serve “sales play” or use case-based content, ROI calculators, RFP generators

� Don’t lose your focus, continue to package. Invite to your community

� Foster an active community

� Goal: continue engaging and educating. Pair content and product BPs

� Content can drive attendance at events, for follow on product sales

� Continue to “nurture” with best practices


Web

Integrated campaign

Eloqua Campaign

Social Engagement

Inbound / Advertising


The Integrated Checklist

� Strategize Across ALL Marketing Functions – NO silos

� Synchronize your efforts

� Build the content master inventory

– Keep track of where its been used

– Age of content, note the oldest quote

� Analyze and Optimize

� Integration takes some effort, but will yield true

insights into velocity and investment


Q&A Session

B2B Lead Generation—Best Practices in Social, Content

Marketing and Video

Sponsored by:

Oracle Eloqua

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Kris Oser

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

� B2B Social Media Lead Generation: Best Practices for 2013

� B2B Marketing Automation: Using Behavioral

Data to Power Lead Nurture

� B2B Content Marketing: Best Practices for 2013

� Marketing on LinkedIn: New Opportunities, But Old Issues Remain

To learn more: www.emarketer.com/products

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eMarketer Webinar: B2B Lead Generation—Best Practices in Social, Content Marketing and Video