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Shameless (obligatory) self promotion slide
Over 30 <gulp> years combined experience with tech start ups and multi-national brands
Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cliqdo,
Jinni, Cloudyn, Roojoom, BlazeMeter, DMG, ICQ
Marketing Envy
What We Do:
Lifecycle marketingProduct Design, Pre-launch, Launch, Growth
Billy Cina Amit Lavi
Social media myths:1. Unsuitable for B2B2. Can’t measure its ROI 3. ‘Reach’ & ‘Engagement’ are buzzwords4. Cheap PR replacement5. It’s all about the content
Challenges in the Cloud - B2B Case Study
• Product: Huge need, little demand
• PR & online campaigns: Some demand generated
• Audience: Devops, Developers and CTOs
• Assets: Website, blog, limited social media
• Challenge: Create awareness & scale demand
B2B SaaS Company
• All channels: Time on site and conversions
• Facebook: Comments, frequency & blog traffic
• Facebook remarketing: List size and freshness
• LinkedIn: Quality of exposure
• Twitter: Traffic and quality
• Blog: Average time on blog, page views
Measuring: How & What
Key takeaways
Social media relevant in every stage of funnel
& Relevant to all P2P products
Quantity of channels ≠ quantity per channel
Focus on list size
Content is key, distribution is the door
Measure and evaluate key channels Marketing Envy
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