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Qualified lead generation, which is the holy grail of B2B marketing, is being reinvented by online tools. Traditional outbound marketing relied upon scatter-shot techniques like advertising, direct mail, and events to attract prospects. Today, search engines and social networks have evolved this process into a much more targeted and conversation-focused approach. Today's new breed of effective lead generation combines keyword optimization and link-building strategies (inbound marketing) with strategic participation in social networks (outbound marketing). Result: social media and search engines can deliver qualified leads at a dramatically lower cost than traditional means. These new approaches to lead generation require more active participation by marketing organizations than in the past, but the payoff is in higher quality leads, faster closing times, and less waste. This presentation covers: *The power of long tail search optimization *How to identify prospects who are seeking your products and services through public social networks *How analytics and social CRM can dramatically improve lead quality *How to target messages to reach prospects at the optimal point in the sales cycle
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Marketing And Lead Gen With Social Networks
Paul Gillin
Profitecture
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Stage: Ignore Watch React Engage LeverageDescription Unaware or aware
but don’t see valueAware and seeking value
Consuming information
Actively consuming information
Building Social Authority
Integrate social media into marketing and communication plans
Social Media Activity
• No activity • Join social networks
• Read content
• Like/Dislike• Share• Comment• Engage clients
• Share content• Initiate posts • Contribute case
studies• Engage clients
• Integrate into events
• Networking and nurturing relationships
• Engage clients
FACT: Every day, more and more individuals and organizations are engaged in social media. Many are already building and refining their social value ... getting out in front of the curve. That means your customers, prospects, partners, industry gurus and competitors are likely to be engaged in conversations you are not – and defining and increasing their social value.
Stages of social media engagement
Sweet Spot
Benefits of Social Authority
What and Who You Know is No Longer Enough
Social Authority is developed when an individual or organization is recognized as an expert in a given topic or field.
Social media provides the platform for thought leaders and experts to establish social authority regardless of budget constraints or available marketing resources.
Social Authority is obtained by regularly participating in online conversations and contributing valuable information in an honest, genuine approach.
Source: The Social Value Cycle by Paul Doyle
What you know
What you’re known for
Who knows you
Who you know
• Educates BPs on foundational elements of
social marketing
• Coaches on IBM and industry best practices
• Develop your online eminence to showcase
your expertise
• Transform your firm’s traditional marketing into
a social marketing engine
• Expands your reach to identify more leads
• A series of 8, coaching sessions to enable
Midmarket BPs become more effective in their
social selling efforts
• Helps participants boost their social authority,
broaden their reach to influence search results
How it helps you…
What it is…
Other
Display ads
E-mail marketing
Online Video
SEM
Social Media
SEO
Mobile
Online Content
0% 10% 20% 30% 40% 50%
Increase in 2011 Spending by B2B Firms
Source: Google survey of 600 B2B marketers
Social Marketing Boot Camp for Business Partners
Learn More at http://ibm.co/IBM_SMBC
Flipping the Funnel
5
Respond & Iterate
Invite Engagement
Listen
Go Where the People Are
Source: Monitor
The Funnel Has Been Flattened
Where You Gonna Stay?
Social Media is Not Just Another Channel For Your Message…
It’s a Conversation
Estimated monthly visitors: 73,000
Google Indexed pages: 5,970
Alexa ranking: Top .15%
Linking domains: 13,085
Twitter followers: 7,336
New York Times citations: 338
Computerworld citations: 360
InformationWeek citations: 169
Newsletter subscribers: 150,000
Just One Guy
Goal Generate Leads
Tactic Build awareness by sharing domain knowledge
Metrics Unique visits; Online mentions; Referrals; Conversions
Results 2,000% increase in site visitors 300% jump in buzz index50% increase in customers400% increase in ad billings
Clickable’s Gurus
Giving to Get
Explaining Insurance in 30-sec. Spots
OUTBOUND
Bottom-up lead gen
Enhanced lead qualification
Multiple points of engagement
New World Prospecting
INBOUND
SEO
Blogs
Content Premiums
Word of Mouth
Why Search Matters
Your press releases reach people directly
So does all the content on your website:• Podcasts• Videos• Newsletters• Blogs
You are now the media
Source: Mike Moran
•The top 25 Google results for “personal computer” only include one PC maker?
•Links from .org, .edu, .mil and .gov sites significantly improve your search performance?
•The #1 search result for “click here” is Adobe Reader?
•The more often you update your website, the more often Google visits it?
•Wikipedia is one of the most valuable link sources on the Internet?
Did You Know?
Choose “Just Right” Keywords
• Don’t target keywords that are “too hot” (they multiple meanings or are poor matches for your site)
• Avoid keywords that are “too cold”—too few searchers look for them
• Use the language the searcher uses: An Italian tour operator targets “milano tours” but Americans say “milan tours”
• Walmart calls them “associates,” but everyone else calls them “employees.”
• A computer maker thinks “notebook” sounds classier than “laptop,” but customers don’t.
• Someone looking for “lodging” seeks something different than someone searching for “hotel.”
15
Source: Mike Moran
Keywords Everywhere
Inflow has keywords in both the domain and the page title
The word “inventory” appears four times on the home page and in every page title on the site.
The site description and meta tags reinforced that this site is about inventory management
But There’s More
Image “alt” tags repeat keyword
Magazine feature is a valuable inbound link
Social sharing enhances legitimacy
How Do Search Engines Value Links?
The most linksFrom the best sitesWith the right anchor text PageRank is Google’s
name for its page factor ranking
Source: Mike Moran
Even Anchor Text Matters
Click here
Or
Small business inventory management
Both can link to the same page, but the second link is more descriptive. If it links to you, it improves your ranking for that search term.
Blogs Generate 97% More Links
Source: HubSpot
Which Lowers Cost Per Lead
2011 State of Inbound Marketing Study
Lead Gen Excellence
• 73 blogs
• 17 bloggers
• 600% jump in leads
• Top quality
“Get engineers talking to engineers and get everyone else out of the middle.”
Rick Short, Marcom Director
Cycle of Engagement
Blogs
Social Networks
Forums
Apps
Search
Mainstays of Social Networking
“2011 State of Digital Marketing” Webmarketing123, Nov., 2011
The Power of 130
The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
It’s Personal
•LinkedIn began as a job-finding site.•It’s impossible to interact on LinkedIn as anything other than an individual.
•Personal profiles are the core element of the network.
•People are more promiscuous on LinkedIn than on Facebook, but less promiscuous than on Twitter.
•The greatest prospecting value of LinkedIn is finding decision-makers.
LinkedIn Is Where Professionals Gather
And Ask Questions
(Are You Answering?)
All You Have to Do is Listen
Build Business Credibility
•Ask and answer questions
•Join relevant groups
•Start and continue discussions
•Connect with people in your group
•Share your links, blogs and ideas
•Validate your expertise
March 30
Prospect reaches website through search query "small business accounting," views four pages and subscribes to
newsletter.
April 4
Prospect responds to e-mail invitation for "Choosing Small
Business Accounting Software" webcast 30 minutes after e-mail
is sent.
April 9
Prospect attends webcast, stays 45 minutes and submits a
question related to legal practices.
April 10
Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about
software for legal practices.
April 12
Prospect downloads trial version of your small business accounting software for legal
practices.
Oh, the Things That You Know!
New Life for Old PowerPoints
Bonus Views for Snapshots
Even Spreadsheets
Content Need Never Die
Big Digital Footprint
Pictures
Presentations Videos
Podcasts
Source: Jim Cahill
And the Leads Come In
“I have an e-mail on my wall from a company that asked us to bid on a nine-figure deal next to a sign that asks ‘Is there any value in blogging?’”
Jim CahillBlogger, Dir. Of Social Media
Emerson Process Experts
• Educates BPs on foundational elements of
social marketing
• Coaches on IBM and industry best practices
• Develop your online eminence to showcase
your expertise
• Transform your firm’s traditional marketing into
a social marketing engine
• Expands your reach to identify more leads
• A series of 8, coaching sessions to enable
Midmarket BPs become more effective in their
social selling efforts
• Helps participants boost their social authority,
broaden their reach to influence search results
How it helps you…
What it is…
Other
Display ads
E-mail marketing
Online Video
SEM
Social Media
SEO
Mobile
Online Content
0% 10% 20% 30% 40% 50%
Increase in 2011 Spending by B2B Firms
Source: Google survey of 600 B2B marketers
Social Marketing Bootcamp for Business Partners
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Thank You!
