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How to Master B2B Social Media Marketing
1.
Mastering B2B Social
Media
2.
I’m Brian Bodnar.
I’m Kipp Halligan. Nice to meet you. Nice to meet you. @KippBodnar
3.
I’m BrianCohen. I’m
Jeff Halligan. Nice to meet you. Nice to meet you. @JeffreyLCohen
4.
I’m Brian Halligan. We
wrote The B2B Nice toMedia you. Social meet Book. amzn.to/b2bsm2
5.
#B2BSM
6.
7.
Your opportunity to shine
8.
60%
of the sales cycle is over – before a buyer talks to your salesperson. 91! CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
9.
B2B>B2C
10.
Relationship based sales
11.
Already have the expertise
12.
Clear customer Personas
13.
People to People
14.
15.
16.
17.
18.
19.
Closed Millions In Sales
From Online Leads ROI – 2800%!
20.
#B2BSM
21.
22.
B2B Myths Busted
23.
“
Marketing is an asset NOT an expense. @KippBodnar ” Tweet This! #B2BSM
24.
B2B SOCIAL MEDIA IS ABOUT
REACH BUILDING
25.
The Social Web
Rewards Reach
26.
“
B2B companies should obsess about building reach as much or MORE than B2C companies. @JeffreyLCohen ” Tweet This! #B2BSM
27.
Social reach is the
new word-of-mouth referral engine
28.
Share lots of links
29.
BITLY, 9/2011 The shelf
life of a social media link is 3 hours.
30.
THE
Links to company blog posts 10-4-1 Links to third- party articles Link to a company landing page RULE
31.
B2B SOCIAL MEDIA IS ABOUT
SELLING
32.
“
Your goal shouldn't be to buy leads. Your goal should be to buy customers. @KippBodnar ” Tweet This! #B2BSM
33.
73%
of CEOs don’t believe marketers drive revenue. 91! FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
34.
Leads fix the problem
35.
How Social Media
Leads Happen 1 Tweet Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
36.
Dedicated Monitoring
http://www.flickr.com/photos/giara/2211500258
37.
38.
39.
Place CTAs Everywhere
40.
Improve and Iterate
41.
#B2BSM
42.
B2B SOCIAL MEDIA HAS CLEAR
ROI
43.
“
If you can’t count it, why do it? @KippBodnar ” Tweet This! #B2BSM
44.
Math Ahead
45.
TLV-COCA
= ROI (%) COCA
46.
Total Lifetime Value
47.
Cost of Customer Acquisition
48.
First- Vs. Last-Action
Attribution Last-Action Attribution: Attends Buys Clicks on a Sales Call Product PPC Ad Looks at Product Page First-Action Signs Up For Reads Blog Attribution: Webinar Post User Clicks Link on Twitter
49.
10K-3K
= 233% 3K
50.
B2B SOCIAL MEDIA IS ONLY
ONE PIECE
51.
“
Social media amplifies the effectiveness of offline marketing. It doesn’t replace it. @JeffreyLCohen ” Tweet This! #B2BSM
52.
Trade shows are social
too
53.
54.
GOAL: Use Social Media
To Promote Offline Events
55.
56.
5,000 T-Shirts
57.
RESULT: 235% Increase in event
tickets distributed and 95% redeemed
58.
THE BEST TIME EVER FOR MARKETERS
59.
“
Master B2B Social Media with reach, lead gen, data and integration with offline activities. @KippBodnar ” Tweet This! #B2BSM
60.
The Pot of Gold
http://www.flickr.com/photos/tao_zhyn/442965594/
61.
Prove the
CEO Wrong
62.
You’re the Star
63.
THANK YOU
64.
I’m Brian Halligan. We
wrote The B2B Nice toMedia you. Social meet Book. amzn.to/b2bsm2
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