#SocialTruth  Devon Wijesinghe and Scott Smith

Devon WijesingheCEO of Insightpool

@DevonWijesinghe

Speakers

Co-founded Insightpool in 2012, and has led the company from two to 60+ employees, acquired a Silicon Valley start-up, Next Principles, and is currently revolutionizing marketing and sales across social. 

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Scott SmithChief Marketing Officer of Lucas Group

@ScottSmithCMO

Scott Smith, Chief Marketing Officer of Lucas Group, is recognized for engineering and delivering results at start-up, Fortune 500, and privately held companies. A turnaround agent inspired by global business, technology, and communications. Commands expertise in professional services, sales ops, marketing, financials, and analytics. Exceptional ability to envision big picture while securing every detail.

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Speakers

2. Creating a layered method to power lead generation

1. Building demand through a multi-channel approach

3. Integrating human capital with technology tools

4. How to leverage social media to generate leads

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“Market power is no longer measured by just corporate size or financial balance sheets, but market understanding and

agility as well.”

- Scott Smith, CEO of Lucas Group

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Your Challenge?

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Win the battle in each of the new economy’s three arenas: Digital, Intelligent and Adaptive

Build programs that capture interest, drive engagement, react with insight and achieve revenue.

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Your Game Plan?

What is DEMAND? “Digital  Engagement  Methodology  for  the  Advancement  of  Nurtured  Development”  

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DEMAND is a comprehensive, integrated marketing methodology that incorporates search, social, digital advertising, content, public relations and client/candidate/target data to architect a very detailed and actionable depiction of our market and our prospects. Utilizing the combination of a best of breed technology suite with the critical overlay of hands-on human intelligence, DEMAND amplifies the efficacy of each element while facilitating our responsiveness to evolving technologies.

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Building DEMANDOctober  2014  –  June  2015  

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Multichannel Approach

Creating a Layered Method to Power Lead Generation

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To achieve sustainable growth, marketers must enhance engagement processes by integrating human capital with technological tools.

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The Secret Sauce?

Good old human intelligence. Thoughtful, effective collaboration and business contextualization among

marketing and technology partners breaks down barriers, assimilates silos, leverages data, engages

targets, reduces waste and increases speed.

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Integrating Human Capital with Technology Tools

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to what your audience is doing through deep SEO research who is influencing your audience’s activities. and study influencers, be they reporters, bloggers or friends. intelligently with customers, prospects, connectors and influencers by offering substantive content. audiences driven to that content. those segments to engage with your most pertinent information hubs and your sales force.

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1. Listen

2. Identify

3. Follow

4. Engage

5. Segment

6. Compel

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DIGITAL: Listen & IdentifyThe Data Capture

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INTELLIGENCE: Follow & EngageAdding Bands of Human Knowledge

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ADAPTIVE: Segment & DriveAddress and Respond to Real-

time Needs

How to Leverage Social Media to Generate Leads

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Identify social influencers  

Example: We might pair “sales recruiting” with “hiring executive” to find users who are potential hiring managers or executives—company decision-makers.

Iden?fy  users  with  general  interest  in  the  keyword  topics  based  on  social  content  posted.  We  were  able  to  not  only  find  the  most  influen?al  people  but  iden?fy  those  most  likely  to  engage  with  Lucas  Group  Content.    

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Social Engagement

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Social Engagement

Leveraging Social Data

Using data acquired from social activity, we leveraged this data to create new

advertising audience segments.

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Q&A  Thank  You!  

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