Social Media for Business Marketers - the real ways B2B marketers can use social media to drive success

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<ul><li><p>Social Media for Business Marketersthe real ways B2B marketers can use social media to drive success</p><p> 2011 Marketo, Inc. </p></li><li><p>Our SpeakersPaulGillin/@pgillin</p><p>Eric Schwartzman / @ericschwartzmanEricSchwartzman/@ericschwartzman</p><p>Authorsof</p><p>SocialMarketingtotheBusinessCustomerwww.B2BSocialMediaBook.com</p><p>#Marketo</p></li><li><p>@pgillin</p><p>@ericschwartzman@ericschwartzmanwww.B2BSocialMediaBook.com</p></li><li><p>Tale of Two Media</p><p>60,000</p><p>70,000</p><p>US Newspaper Business</p><p>Circulation (000)</p><p>SomewhaVery </p><p>Perceived ROI of Company's Social Media Activities</p><p>30,000</p><p>40,000</p><p>50,000Revenues ($000)</p><p>Somewhat negative</p><p>2%</p><p>Neutral16%</p><p>S h</p><p>Very positive</p><p>36%</p><p>0</p><p>10,000</p><p>20,000</p><p>1994 1997 2000 2003 2006 2009</p><p>Somewhat </p><p>positive46%</p><p>1994 1997 2000 2003 2006 2009</p><p>Average age of US daily newspaper reader: 57Reduction in US newsroom staffs</p><p>93% of B2B buyers use search to begin the buying process80% of IT decision-makers say Reduction in US newsroom staffs </p><p>since 2001: 45%Direct-mail spending is expected to decline nearly 40% by 2014</p><p>word of mouth is their most important source when making buying decisionsGoogle Processes 38 000</p><p>Page 4#Marketo Page 4#Marketo</p><p>Google Processes 38,000 search queries every second</p></li><li><p>How is B2B Different?</p><p> Value-drive decision-makingGroup consensus Group consensus</p><p> Bet the business Long-term relationshipsLong term relationships Audience is knowledgeable, engaged, serious Intense need for information</p><p>Page 5#Marketo Page 5#Marketo</p></li><li><p>Calling All Stakeholders</p><p>Number of People Involved in Technology Buying Decisions by Purchase Amount</p><p>$25,000 - $99,999</p><p>$100,000 - $999,999</p><p>1 - 3 4 - 8</p><p>9 - 15 &gt;15</p><p>More than $1 million</p><p>9 15 15</p><p>0% 10% 20% 30% 40% 50% 60%</p><p>Page 6#Marketo Page 6#Marketo</p></li><li><p>New World Prospecting</p><p>OUTBOUND INBOUND </p><p>Bottom-up lead gen</p><p>Enhanced lead </p><p>SEO</p><p>Blogsqualification</p><p>Multiple points of</p><p>g</p><p>Twitter</p><p>C t t P i Multiple points of engagement</p><p>Content Premiums</p><p>Word of Mouth</p><p>Page 7#Marketo Page 7#Marketo @ericschwartzman @pgillin</p></li><li><p>Tools for the Funnel</p><p>Impression</p><p>SalesLead</p><p>White paper | eBookAnalyst report | PublicationBlog | Article | Tweet | Podcast</p><p>Quality Contact Case study | Video testimonial</p><p>G id d | P d d</p><p>Prospect</p><p>Guided tour | Product demoWebinar | Press coverageGlossary | ROI calculator</p><p>Free trial/ConsultationHelp desk | Chat | ForumTraining | Usage tips C t t i f ti</p><p>Page 8#Marketo Page 8</p><p>CustomerContact information</p><p>Source: NowSpeed Marketing, Inc.#Marketo</p></li><li><p>Mainstays of B2B Social Media</p><p>Value of Each Social Media Platform</p><p>LinkedIn</p><p>Blogging</p><p>YouTube</p><p>Facebook</p><p>Twitter</p><p>0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%</p><p>Least important 2 3 4 Most important</p><p>Page 9#Marketo Page 9</p><p>BtoB Magazine Survey of 387 Marketers, April, 2010</p><p>#Marketo</p></li><li><p>Thought Leadership</p><p>Page 10#Marketo Page 10#Marketo</p></li><li><p>Lead Gen Excellence</p><p>73 blogs</p><p>17 bloggers</p><p>600% jump in leads</p><p>Top quality</p><p>Get engineers talking to engineers and get everyone else out of the middle.</p><p>Page 11#Marketo Page 11</p><p>Rick Short, Marcom Director#Marketo @ericschwartzman @pgillin</p></li><li><p>Oh, the Things That You Know!</p><p>March 30 April 4 April 9Prospect reaches website </p><p>through search query "small business accounting," views four pages and subscribes to </p><p>newsletter.</p><p>Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-</p><p>mail is sent.</p><p>pProspect attends webcast, </p><p>stays 45 minutes and submits a question related to legal </p><p>practices.</p><p>April 10Prospect clicks link in webcast </p><p>summary e-mail to visit product description page. He </p><p>downloads PDF of product </p><p>April 12Prospect downloads trial </p><p>version of your small business accounting software for legal downloads PDF of product </p><p>brochure about software for legal practices.</p><p>accounting software for legal practices.</p><p>Page 12#Marketo Page 12#Marketo</p></li><li><p>Social Networks: The Power of 130</p><p>The average Facebook member has 130 friends, who each receive notifications of their networks Facebook activities</p><p>Page 13#Marketo Page 13#Marketo @ericschwartzman @pgillin</p></li><li><p>Reuse and Distribute</p><p>Use Every Available Channel to Promote</p><p>Page 14#Marketo Page 14#Marketo</p></li><li><p>Dont Just Say Follow Us On Twitter</p><p>Promote benefits of membershipDescribe contentOff lti lOffer multiple topical destinationsEmbed widgets toEmbed widgets to keep people on site</p><p>Page 15#Marketo Page 15#Marketo @ericschwartzman @pgillin</p></li><li><p>ROI is Simple, Knucklehead</p><p>ROI = COST OF INVESTMENT</p><p>(GAIN FROM INVESTMENT - COST OF INVESTMENT)</p><p>COST OF INVESTMENT</p><p>Page 16#Marketo Page 16#Marketo</p></li><li><p>Basic Business Metrics</p><p>Lifetime Value of a Customer = (Longevity * Revenue) * Margin(Longevity * Revenue) * Margin</p><p>Conversion Rate = Conversion Rate New Customers/ Visits or Leads</p><p>Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value</p><p>Page 17#Marketo Page 17#Marketo</p></li><li><p>These are NOT ROI</p><p>Website Visitors Press coverage</p><p>Video viewsImpressions</p><p>Click-throughs</p><p>Store visits</p><p>RetweetsVideo views</p><p>Coupons distributedStore visits Buzz</p><p>Employment applications Blog comments</p><p>Friends</p><p>Employment applications</p><p>FaceBook friends</p><p>Blog comments</p><p>Twitter followers</p><p>But if you can quantify their financial impact you have ROI!</p><p>Page 18#Marketo Page 18</p><p>impact, you have ROI!#Marketo @ericschwartzman @pgillin</p></li><li><p>OK, Lets Make it Real</p><p>Typical customer Moe spendsTypical customer Moe spends $10,000/year with you</p><p>Moe is with you for five years</p><p>Your profit margin is 10%Your profit margin is 10%</p><p>Lifetime value of Moe is($10 000 * 5) * 1 $5 000($10,000 * 5) * .1 = $5,000</p><p>Page 19#Marketo Page 19#Marketo</p></li><li><p>Applying ROI: Value of a Visitor</p><p>Monthly Visitors</p><p>10,000Visitors</p><p>Conversion Rate</p><p>.5%Rate</p><p>Lifetime Value $5,000</p><p>Calculation (10,000 * .005 * 5)/10,000Calculation ( , ) ,</p><p>Value of a Visitor $25</p><p>Page 20#Marketo Page 20#Marketo @ericschwartzman @pgillin</p></li><li><p>paul@gillin.com5086560734Site:gillin.com/Blog:paulgillin.com</p><p>eric@ericschwartzman.com3104554000ericschwartzman.com/Blog:ontherecordpodcast.com</p><p>#Marketo</p></li><li><p>Q AQ&amp;A@pgillin@pgillin@ericschwartman</p><p>#Marketo</p></li><li><p>Postwebinardiscussion,rightaftertodays webinar (use #Marketo)today swebinar(use#Marketo)http://bit.ly/MarketoChat</p><p>Webinarslidesanddiscussionhighlightsg ghttp://linkd.in/marketogroup</p><p>#Marketo</p></li><li><p>The Revenue Masters Webinar SeriesJanuary May 2011January - May 2011</p><p>SocialMediaforBusinessMarketersThe Definitive Guide to Lead ScoringTheDefinitiveGuidetoLeadScoringCEORoundtableDiscussionFromNoBudgettoSignedDealusingProvocationBasedSellingWinning with Better Landing PagesWinningwithBetterLandingPagesSearchMarketingandSocialMediaBuildingaSuccessfulCustomerCommunityAddi th H T h i t L d N t iAddingtheHumanTouchintoyourLeadNurturing</p><p>FeaturingAnneHolland,SandyCarter,PaulGillin,JonMiller,Lee Odden Brian Carroll Rand Fishkin and moreLeeOdden,BrianCarroll,RandFishkin,andmore.www.marketo.com</p><p>Page 24#Marketo#Marketo</p></li><li><p>The Revenue Masters Webinar SeriesJanuary May 2011January - May 2011</p><p>SocialMediaforBusinessMarketersThe Definitive Guide to Lead ScoringTheDefinitiveGuidetoLeadScoringCEORoundtableDiscussionFromNoBudgettoSignedDealusingProvocationBasedSellingWinning with Better Landing PagesWinningwithBetterLandingPagesSearchMarketingandSocialMediaBuildingaSuccessfulCustomerCommunityAddi th H T h i t L d N t iAddingtheHumanTouchintoyourLeadNurturing</p><p>FeaturingAnneHolland,SandyCarter,PaulGillin,JonMiller,Lee Odden Brian Carroll Rand Fishkin and moreLeeOdden,BrianCarroll,RandFishkin,andmore.www.marketo.com</p><p>Page 25#Marketo</p></li><li><p>The Revenue Masters Webinar SeriesJanuary May 2011January - May 2011</p><p>SocialMediaforBusinessMarketersThe Definitive Guide to Lead ScoringTheDefinitiveGuidetoLeadScoringCEORoundtableDiscussionFromNoBudgettoSignedDealusingProvocationBasedSellingWinning with Better Landing PagesWinningwithBetterLandingPagesSearchMarketingandSocialMediaBuildingaSuccessfulCustomerCommunityAddi th H T h i t L d N t iAddingtheHumanTouchintoyourLeadNurturing</p><p>FeaturingAnneHolland,SandyCarter,PaulGillin,JonMiller,Lee Odden Brian Carroll Rand Fishkin and moreLeeOdden,BrianCarroll,RandFishkin,andmore.www.marketo.com</p><p>Page 26#Marketo</p></li><li><p>Thank YouThank YouContact UsContactUs+1.877.260.6586www.marketo.com</p></li></ul>