How B2B Marketers Use Social - 04/23/2013

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A data driven approach to 7tactics for B2B marketers

Social Form FillShare ButtonsPublish to

Webhook toSEODataAwarenessSocial AdsSharingEngagementAuthenticationBut how do I know if my prospects and customers are on social networks?Send lead email address via webhook*Receive social informationYour Lead DB

What can you get?Social networksSocial profilesKlout scoreDemographicTopics of interest

250 / month free* Webhooks not supported in Spark Edition

5Quick DemoSome StatsMarketo ran a batch of leads through Full Contact.

~20% Facebook profiles

~5% of LinkedIn profiles

~30% Twitter profiles

The average American spends:

6.75 hours / month on Facebook

21 minutes / month on Twitter

17 minutes / month on LinkedIn

Data from Morrison Foerster1 Billion people on FBData

Add to every formGet more data from

Use social dashboardsSharing

If only a small portion of your database is on social networks, add share buttons and call it quitsIf you create video content, all your videos should be shareable

Finding out who shared is as valuable as clicks on that shareIf your leads have twitter profiles or have high Klout scores, tweet links to content to make re-tweeting easy

AwarenessPublish to

Its easyIts another place to be foundFB now allows CTAs on the cover page

SEOQuestion: Is SEO an important aspect of your marketing?Social influences SEOProfile pages are crawledShares / Social Validation provides SEO lift

Call to Action:Publish to FacebookTry to get LikesShare Buttons on Content


Customer ReferralsEngagementFocus on Facebook thats where people spend time

Make it fun

Goal: Inexpensive interactions & awareness

Paid AdvertisingIf youre doing any Paid Promotions on Facebook, Publish to Facebook!If youre doing PPC elsewhere, try social andTEST TEST TESTCall(s) to Action(s)Try something: Add share buttons, publish to FB, etc.

Look at the data. Work with FullContact.

Find your influencers.

Motivate sharing & likes to drive additional value.