Integrating Social Media with Marketing Automation

Sweet Leads Are Made of This: Integrating Social Media With Marketing AutomationJason Miller, Sr. Manager Social Media Strategy@JasonMillerCA

Jason MillerSubscribe to blog.marketo.com

@JasonMillerCA

1. Worked in the music industry for 12 Years2. Concert photographer & music blogger3. Played in a “Hair Metal” band and released two

records.4. Guns N Roses retweeted one of my Marketo blog

posts.

Easy.Powerful. Complete.

Marketo makes

Marketing Software that is

Your Philosophical Approach to Social is Killin’ Me

ROI of Social is No Longer a Mystery

A Few Presumptions

• A basic understanding of marketing automation.• You are already using social media for business.• You have content.• You are ready to prove that social works for lead

generation.

70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.

You Better Have Content that Answers Their Questions.

Social Media Leads Do Not Come in a Box

All Leads are NOT Created Equal

But, Social Leads are NOT Ready to Buy

But who is ready?You got them to the dance

Lead Nurturing Relevance

Stages1. BUYING STAGES

• Early (4.1.1 cadence)• Mid and Late• Customer

2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN

Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

Nurture Nurture DisqualifyPass to Sales

Pass to Sales

Fit Interest Buying Stage

Behavioral Scoring: Examples

• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10

Latent Behaviors (Engagement)

• Pricing pages: • +10 regular, +15 detailed

• Watch demos: • +5 overview, +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8

Active Behaviors(Buying Intent)

Stars and Flames show priority

Full list of Interesting Moments

Processes at scale

You Would Have Better Luck Finding…..

Landing Pages

Website Facebook Pages

Online Ads Email

Events

Making Every Campaign Social

Five Essentials for Success

Inbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates

Inbound + Outbound = Awesomeness

The 4-1-1 Rule

“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”

Do This Not This

Content Fuels Social AND Marketing Automation: So ……….Repurpose, Repurpose, then Repurpose Some More

Social Signals Influence Google

Leverage Your Employees & Advocates

Are You Ready to See Something Amazing?

Twitter for Lead Generation

• Combination of search & timeline campaigns

• $109k invested• 2,995 Prospects• $ per Prospect: $37

Lead Gen Cards Synched to MA

Wait for it……

The Seventeen Thousand Dollar Tweet

First Touch Tweet!

Prepare to Have Your Mind Blown

The Forty Thousand Dollar Facebook Post

First Touch Facebook!

A Social Media Marketing Badass

And the Award Goes to:

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Does Facebook Work for B2B Lead Gen? Hell Yes!

• Current active opportunities – specific contacts

• Marketing executives at Target Enterprises

• Key bloggers, reporters, and analysts

• Fans of complementary solutions and competitors

Heavy focus on Mobile Feed

Facebook Custom Audiences – the biggest thing in Facebook since company pages

Does Facebook Work for B2B Lead Gen? Hell Yes!

Raising Affinity for the Big Delivery

Optimizing Your Facebook Page

Facebook for Lead Generation

Which Social Channel Provides the Highest ROI? (Goes to Eleven)

Slideshare: The Sleeping Giant for Lead Generation

• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to

How About Some Free Links? Yes Please.

Give Your Content a Fighting Chance with Google Authorship:

Research data, funny videos, curated lists, infographics, thought leadership

Types of Content

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage

Middle Stage

Late Stage

Research data, funny videos, curated lists, infographics, thought leadership

MOSTLYNO

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late Stage

Short Forms Outperform Long Forms

Short (5)Conversion: 13.4%Cost per: $31.24

Medium (7)Conversion: 12.0%Cost per: $34.94

Long (9)Conversion: 10.0%Cost per: $41.90

The Perfect Social Landing Page

The Rise of Visual Content

328,000 views!

17,000 views

Visual

eBook Interactive Infographic

Buyer to Buyer: 92% TrustSource: Nielsen Research 2011

Company to Buyer: 33% Trust

Turn on the Power of Peer to Peer

Test & Tune With Social Funnel Metrics

Measure,

Test and

Optimize

Coloring Book Results• 289 participants

shared• 354 registered

downloads• 19.8% increase in

registered downloads

Incentive

Test & Tune With Social Funnel Metrics

Measure,

Test and

Optimize

Additional Resources

The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM

The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM

Optimize Your Social Channels for Lead Generationhttp://www.marketo.com/ebooks/how-to-optimize-your-social-channels-for-lead-generation/

Integrating Social Media with Marketing Automation

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