www.tslmarketing.com | www.tslchannels.com
Developing B2B Sales Pipeline Through
Social Media Marketing
Welcome to the Webinar
www.tslmarketing.com | www.tslchannels.com
Overview
B2B Social Media? Really?? Different perspectives
Noise
Webinar Goals: Build new business – short term
Build an asset – long term Community & Credibility
Make it systematic
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Agenda
Typical Failures in B2B Biz Dev Through Social Media
“Pull” Activities
“Push” Activities
Competitive Targeting
Workload Challenges
Case Study
Best Practice Take-Aways
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
TSL Marketing
Singapore
Pune, India
Dublin
Boston, MA
Singapore
Montreal
Columbia, MD
Providing B2B Marketing & Business Development Support Worldwide Since 1999
300+ Full-Time Employees
Europe – increasing focus on social media
Dubai, UAE
www.tslmarketing.com | www.tslchannels.com
Context
Main Components of B2B Social Media for Our Purposes today.
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Typical Failures
Only People You Know
Conflicting opinions & camps
Non-Systematic, Non-Strategic Ad hoc
No Sales Goals
Where’s Your Sales Process?
No Nurturing Goals
Low Value Content
Lacks subtlety
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Two Directions
“Pull” Activity Opening Communication Channels with New Relevant Contacts
Building a Community
“Push” Activity Reinforcing Awareness
Building Credibility with Contacts
Establishing “Thought Leader” Position
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
“Pull” Activities 1 - Preparation
Market Segmentation and Ideal Contact Profiling
Aligning Sales People, Products, and Target Profiles
Refining Sales Person Profiles Position as Thought Leaders
Reason to Connect
Refining Introductory Text and Follow-On Message
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
“Pull” Activities 2 – Building a Community
Google PlusCircles, Groups
LinkedIn Advanced Search, Groups, 2nd & 3rd Levels
XingAdvanced Search
Twitter Upload Emails and Invite
Follow Relevant People & Hashtags
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“Pull” Activities 3 – Contact Expansion ActivitiesSelf-Explanatory
Connect With Your Connection’s Connections
Account Expansion – domestic / international
Targeted, Strategic
May Require Different Introductory MessageE.g. Current Connection is IT, Expansion Contact is CEO or Finance
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
“Push”Building Awareness &
Credibility
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
“Push” ActivitiesTraditional perception of best activity for Social Media
Must Have Calls to Action
Must Encourage Lead Conversion
“Re-Marketing”
Must Be High Value Content Reinforce Branding & Thought Leadership
Both Company and Individual
Should be Integrated With Email Campaigns, Events, Etc
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Competitive Targeting
Your Competitors’ Customers
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Engaging Competitors Customers
LinkedIn, Twitter, Google+
Example: Twitter Competitors Twitter Account
Check their “Followers”
Not just “Company” – actual “Contact”
Follow Them, they Follow you
Build rapport through thought leadership
Send direct message
Be careful !
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
“Workload Challenges”Time and Resources
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Workload Challenges
Typically 8 man-days per month per Rep To be systematic, not ad-hoc
Difficult to manage all platforms LinkedIn, G+, Xing, Twitter, Email, etc
Rapidly changing environment What’s next?!
Opportunity cost Sales rep not selling
Content Expertise and time challenges
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
“Case Study”Real World Example
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Case StudyERP Company Targeting UK
Email Campaign: 25% of Normal Lead Rate
Tele Campaign: 50% of Normal Lead Rate
Social Media:400% of Email Campaign
200% of Tele Campaign
Calls Agreed With Prospects
Proposals Sent
Result: Client now 100% Social Media based business development campaigns
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Key
Takeaways
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Key Takeaways“Pull” must be Strategic
Market Segmentation, Contact Profiling
Building your own “Community”
“Push” must have Value Insights, Research, White Papers, Webinars
Specific, Measurable Goals Agree to introductory call, demo, workshop
Must be SystematicNot just with Contacts you already know
Workload and Resourcing?
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
Questions?Michael Kelly
+353 1 687 7991
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