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

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  • Social Media for Business Marketersthe real ways B2B marketers can use social media to drive success

    2011 Marketo, Inc.

  • Our SpeakersPaulGillin/@pgillin

    Eric Schwartzman / @ericschwartzmanEricSchwartzman/@ericschwartzman

    Authorsof

    SocialMarketingtotheBusinessCustomerwww.B2BSocialMediaBook.com

    #Marketo

  • @pgillin

    @ericschwartzman@ericschwartzmanwww.B2BSocialMediaBook.com

  • Tale of Two Media

    60,000

    70,000

    US Newspaper Business

    Circulation (000)

    SomewhaVery

    Perceived ROI of Company's Social Media Activities

    30,000

    40,000

    50,000Revenues ($000)

    Somewhat negative

    2%

    Neutral16%

    S h

    Very positive

    36%

    0

    10,000

    20,000

    1994 1997 2000 2003 2006 2009

    Somewhat

    positive46%

    1994 1997 2000 2003 2006 2009

    Average age of US daily newspaper reader: 57Reduction in US newsroom staffs

    93% of B2B buyers use search to begin the buying process80% of IT decision-makers say Reduction in US newsroom staffs

    since 2001: 45%Direct-mail spending is expected to decline nearly 40% by 2014

    word of mouth is their most important source when making buying decisionsGoogle Processes 38 000

    Page 4#Marketo Page 4#Marketo

    Google Processes 38,000 search queries every second

  • How is B2B Different?

    Value-drive decision-makingGroup consensus Group consensus

    Bet the business Long-term relationshipsLong term relationships Audience is knowledgeable, engaged, serious Intense need for information

    Page 5#Marketo Page 5#Marketo

  • Calling All Stakeholders

    Number of People Involved in Technology Buying Decisions by Purchase Amount

    $25,000 - $99,999

    $100,000 - $999,999

    1 - 3 4 - 8

    9 - 15 >15

    More than $1 million

    9 15 15

    0% 10% 20% 30% 40% 50% 60%

    Page 6#Marketo Page 6#Marketo

  • New World Prospecting

    OUTBOUND INBOUND

    Bottom-up lead gen

    Enhanced lead

    SEO

    Blogsqualification

    Multiple points of

    g

    Twitter

    C t t P i Multiple points of engagement

    Content Premiums

    Word of Mouth

    Page 7#Marketo Page 7#Marketo @ericschwartzman @pgillin

  • Tools for the Funnel

    Impression

    SalesLead

    White paper | eBookAnalyst report | PublicationBlog | Article | Tweet | Podcast

    Quality Contact Case study | Video testimonial

    G id d | P d d

    Prospect

    Guided tour | Product demoWebinar | Press coverageGlossary | ROI calculator

    Free trial/ConsultationHelp desk | Chat | ForumTraining | Usage tips C t t i f ti

    Page 8#Marketo Page 8

    CustomerContact information

    Source: NowSpeed Marketing, Inc.#Marketo

  • Mainstays of B2B Social Media

    Value of Each Social Media Platform

    LinkedIn

    Blogging

    YouTube

    Facebook

    Twitter

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Least important 2 3 4 Most important

    Page 9#Marketo Page 9

    BtoB Magazine Survey of 387 Marketers, April, 2010

    #Marketo

  • Thought Leadership

    Page 10#Marketo Page 10#Marketo

  • 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.

    Page 11#Marketo Page 11

    Rick Short, Marcom Director#Marketo @ericschwartzman @pgillin

  • Oh, the Things That You Know!

    March 30 April 4 April 9Prospect reaches website

    through search query "small business accounting," views four pages and subscribes to

    newsletter.

    Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-

    mail is sent.

    pProspect attends webcast,

    stays 45 minutes and submits a question related to legal

    practices.

    April 10Prospect clicks link in webcast

    summary e-mail to visit product description page. He

    downloads PDF of product

    April 12Prospect downloads trial

    version of your small business accounting software for legal downloads PDF of product

    brochure about software for legal practices.

    accounting software for legal practices.

    Page 12#Marketo Page 12#Marketo

  • Social Networks: The Power of 130

    The average Facebook member has 130 friends, who each receive notifications of their networks Facebook activities

    Page 13#Marketo Page 13#Marketo @ericschwartzman @pgillin

  • Reuse and Distribute

    Use Every Available Channel to Promote

    Page 14#Marketo Page 14#Marketo

  • Dont Just Say Follow Us On Twitter

    Promote benefits of membershipDescribe contentOff lti lOffer multiple topical destinationsEmbed widgets toEmbed widgets to keep people on site

    Page 15#Marketo Page 15#Marketo @ericschwartzman @pgillin

  • ROI is Simple, Knucklehead

    ROI = COST OF INVESTMENT

    (GAIN FROM INVESTMENT - COST OF INVESTMENT)

    COST OF INVESTMENT

    Page 16#Marketo Page 16#Marketo

  • Basic Business Metrics

    Lifetime Value of a Customer = (Longevity * Revenue) * Margin(Longevity * Revenue) * Margin

    Conversion Rate = Conversion Rate New Customers/ Visits or Leads

    Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value

    Page 17#Marketo Page 17#Marketo

  • These are NOT ROI

    Website Visitors Press coverage

    Video viewsImpressions

    Click-throughs

    Store visits

    RetweetsVideo views

    Coupons distributedStore visits Buzz

    Employment applications Blog comments

    Friends

    Employment applications

    FaceBook friends

    Blog comments

    Twitter followers

    But if you can quantify their financial impact you have ROI!

    Page 18#Marketo Page 18

    impact, you have ROI!#Marketo @ericschwartzman @pgillin

  • OK, Lets Make it Real

    Typical customer Moe spendsTypical customer Moe spends $10,000/year with you

    Moe is with you for five years

    Your profit margin is 10%Your profit margin is 10%

    Lifetime value of Moe is($10 000 * 5) * 1 $5 000($10,000 * 5) * .1 = $5,000

    Page 19#Marketo Page 19#Marketo

  • Applying ROI: Value of a Visitor

    Monthly Visitors

    10,000Visitors

    Conversion Rate

    .5%Rate

    Lifetime Value $5,000

    Calculation (10,000 * .005 * 5)/10,000Calculation ( , ) ,

    Value of a Visitor $25

    Page 20#Marketo Page 20#Marketo @ericschwartzman @pgillin

  • paul@gillin.com5086560734Site:gillin.com/Blog:paulgillin.com

    eric@ericschwartzman.com3104554000ericschwartzman.com/Blog:ontherecordpodcast.com

    #Marketo

  • Q AQ&A@pgillin@pgillin@ericschwartman

    #Marketo

  • Postwebinardiscussion,rightaftertodays webinar (use #Marketo)today swebinar(use#Marketo)http://bit.ly/MarketoChat

    Webinarslidesanddiscussionhighlightsg ghttp://linkd.in/marketogroup

    #Marketo

  • The Revenue Masters Webinar SeriesJanuary May 2011January - May 2011

    SocialMediaforBusinessMarketersThe Definitive Guide to Lead ScoringTheDefinitiveGuidetoLeadScoringCEORoundtableDiscussionFromNoBudgettoSignedDealusingProvocationBasedSellingWinning with Better Landing PagesWinningwithBetterLandingPagesSearchMarketingandSocialMediaBuildingaSuccessfulCustomerCommunityAddi th H T h i t L d N t iAddingtheHumanTouchintoyourLeadNurturing

    FeaturingAnneHolland,SandyCarter,PaulGillin,JonMiller,Lee Odden Brian Carroll Rand Fishkin and moreLeeOdden,BrianCarroll,RandFishkin,andmore.www.marketo.com

    Page 24#Marketo#Marketo

  • The Revenue Masters Webinar SeriesJanuary May 2011January - May 2011

    SocialMediaforBusinessMarketersThe Definitive Guide to Lead ScoringTheDefinitiveGuidetoLeadScoringCEORoundtableDiscussionFromNoBudgettoSignedDealusingProvocationBasedSellingWinning with Better Landing PagesWinningwithBetterLandingPagesSearchMarketingandSocialMediaBuildingaSuccessfulCustomerCommunityAddi th H T h i t L d N t iAddingtheHumanTouchintoyourLeadNurturing

    FeaturingAnneHolland,SandyCarter,PaulGillin,JonMiller,Lee Odden Brian Carroll Rand Fishkin and moreLeeOdden,BrianCarroll,RandFishkin,andmore.www.marketo.com

    Page 25#Marketo

  • The Revenue Masters Webinar SeriesJanuary May 2011January - May 2011

    SocialMediaforBusinessMarketersThe Definitive Guide to Lead ScoringTheDefinitiveGuidetoLeadScoringCEORoundtableDiscussionFromNoBudgettoSignedDealusingProvocationBasedSellingWinning with Better Landing PagesWinningwithBetterLandingPagesSearchMarketingandSocialMediaBuildingaSuccessfulCustomerCommunityAddi th H T h i t L d N t iAddingtheHumanTouchintoyourLeadNurturing

    FeaturingAnneHolland,SandyCarter,PaulGillin,JonMiller,Lee Odden Brian Carroll Rand Fishkin and moreLeeOdden,BrianCarroll,RandFishkin,andmore.www.marketo.com

    Page 26#Marketo

  • Thank YouThank YouContact UsContactUs+1.877.260.6586www.marketo.com