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

Online Marketing Institute Get Smarter. Get Certified.

www.omicertified.com

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)

2

About Me

@adamproehl

Is: • Overview

• Mindset

• Tactical, practical how to’s

Is Not: • Keynote worthy futuristic predictions

• Chart overload

3

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

7 @adamproehl

Definitions

“Convergence”

• Overused buzzword term (sorry)

• The act, condition, quality, or fact

of converging (coming together).

8 @adamproehl

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

9 @adamproehl

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

10 @adamproehl

Definitions

11

“Lead Nurturing”

“Working like hell and persisting beyond

belief to turn that lead into a sale”

-Me

@adamproehl

Demand Generation

Lead Gen Lead

Nurturing

12 @adamproehl

For Success

@adamproehl

Which hand needs to do what?

14 @adamproehl

Email & Social

Wrong way to look at it

15 @adamproehl

Email & Social

The Perfect Marriage

16 @adamproehl

Email & Social

A Natural Fit…

17

Email has

always been

social

Complex Sales = Multiple Touchpoints

18

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?

19 Image Source: Encore 101 Blog @adamproehl

Hmm.. What to spend time & money on

20

Branded

Keyword

Queries

@adamproehl

Attribution

Types of Conversions: A simplified lame

sports analogy

@adamproehl

The “Last Click” Trap

Don’t fall into it

22 @adamproehl

Subract a few and what do you got?

23

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

24 @adamproehl

Content

What do you

have to say?

That’s

worthwhile?

25 @adamproehl

B2B: Your Story

Manufacturing Example:

26

B2B: Your Story

Services

27

Sales Target

• Who

• Needs

• Tasks

28 Image Source: PSD Graphics

Example of Content Exercise

29 @adamproehl

Materials to Start From

30 @adamproehl

Capabilities Powerpoint Decks

• Usually Gold

• Sales & Marketing can

both get better

• Slide = Post

31 @adamproehl

Offline Materials

Borrow Content

Only make it interesting

32 @adamproehl

Real Customer Stories

• Best Source of All:

33 Image Source: Hosting.com @adamproehl

Support Emails

• Real Issues & Problem Statements

• Real Resolutions

34 @adamproehl

Form Inquiries

• Prospects

• Current Customers

• Tire Kickers

35 @adamproehl

Listen on a Sales Pitch

• Context

• Objections

• Stage

• Point of View

36 @adamproehl

Ask your database

37 @adamproehl

More Ideas

Content Strategy for the Web

Kristina Halvorson

Get Content, Get Customers

Joe Puluzzi & Newt Barrett

Content Rules

Ann Handley & C.C. Chapman

38 @adamproehl

Fresh Content

Blog?!?!?

39 @adamproehl

Look for Small Victories

• Find some easy stories to tell

• Tell, post, broadcast, & measure

40 @adamproehl

Main Site Overkill

• TOO much content

• Trying to solve for EVERY possible use

case

• Text Heavy; Video page overkill

41 @adamproehl

Main Site Overkill

Solving:

• Blog Content

• Link back to main solutions page on site

42 @adamproehl

Where Should You Be?

43 @adamproehl

Where is Your Audience?

44 @adamproehl

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

46 @adamproehl

Example

47 @adamproehl

Don’t Do This

Source: The Oatmeal

48 @adamproehl

Paid Targeting

• Facebook Ads

• LinkedIn Ads

- Soft Sell / Branding

- Measure Branded Queries

@adamproehl

Sample Success Metrics:

• Site traffic referrals from Facebook &

LinkedIn

50

Paid Targeting

@adamproehl

Paid Targeting


• Site conversions referred from Facebook and

LinkedIn (contact forms, phone calls, video views,

tool usage, sales, etc.)

51 @adamproehl


• Increase in the volume of branded keyword

queries (Webmaster Tools, Google Analytics,

& external keyword tools)

52

Paid Targeting

@adamproehl


• Increase in the volume of traffic via

branded keyword queries from “within

the walls” of a corporate prospect

53

Paid Targeting

@adamproehl

Paid Targeting

Recommendation:

54 @adamproehl

Sleuthing

LinkedIn

Twitter List Mining

Social Monitoring Tools

55 @adamproehl

LinkedIn Sleuthing

• Seek Intros

• Join Groups

• Better yet, create

• Industry Education Focused

• Email

56 @adamproehl

Tool: Followerwonk

• Bio Search

• Influencers

• “Wonk Score”

• Good Starting Point

• Geo

Twitter Sleuthing

@adamproehl

Facebook Sleuthing

58 @adamproehl

Social Sleuthing

• Prospect & Customers’ customers

• Prospect & Customers’ competition

59 @adamproehl

Don’ts

60 @adamproehl

Social Sleuthing Goals

1) Direct Contact

2) 100 Cups of Coffee per year

3) Leads

4) Sales

61 @adamproehl

Email & Social - Similarities

• Form of Communication

• Broadcast or 1:1

• Easy to Engage

• Easy to Ignore

• Easy to Get Horribly Wrong

62 @adamproehl

Email: Crowdsource

• Content Ideas

• Stories

• Videos

• Testimonials / Reviews

• Problem Statement

63 @adamproehl

Email Post Summary

64 @adamproehl

Which Email Usually Gets Opened?

Conversion Email

• Transactions

• Lead Submission

• Whitepaper / E-book

• Account Summaries

65

Stats (That Mean Something)

93% of B2B buyers start the buying

process with a search

Marketo

#1

@adamproehl @adamproehl

#1


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


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


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


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…

74 @adamproehl

Analytics

75 @adamproehl

Figure Out Your Wheel

76

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

79 @adamproehl

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

87 @adamproehl

Questions?

88