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Mastering B2B
 Social Media
I’m Brian Bodnar.
 I’m Kipp Halligan.
Nice to meet you.
 Nice to meet you.
        @KippBodnar
I’m BrianCohen.
 I’m Jeff Halligan.
Nice to meet you.
 Nice to meet you.
      @JeffreyLCohen
I’m Brian Halligan.
We wrote The B2B
Nice toMedia you.
Social meet Book.
     amzn.to/b2bsm2
#B2BSM
How to Master B2B Social Media Marketing
Your opportunity
to shine
60%
   of the sales
cycle is over –
before a buyer
  talks to your
 salesperson.                   91!
             CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
B2B>B2C
Relationship
based sales
Already have
the expertise
Clear customer
Personas
People to
People
How to Master B2B Social Media Marketing
How to Master B2B Social Media Marketing
How to Master B2B Social Media Marketing
How to Master B2B Social Media Marketing
How to Master B2B Social Media Marketing
Closed Millions
In Sales From
Online Leads
ROI – 2800%!
#B2BSM
How to Master B2B Social Media Marketing
B2B Myths
Busted
“      Marketing is an
              asset NOT an
              expense.


@KippBodnar
                          ”     Tweet This!
                                #B2BSM
B2B SOCIAL
MEDIA IS
ABOUT REACH
BUILDING
The Social Web Rewards Reach
“         B2B companies
                 should obsess about
                 building reach as
                 much or MORE than
                 B2C companies.



@JeffreyLCohen
                                ”      Tweet This!
                                       #B2BSM
Social reach is
the new
word-of-mouth
referral engine
Share lots of
links
BITLY, 9/2011




The shelf life of a social media link is

                    3 hours.
THE                Links to company
                   blog posts



 10-4-1
 Links to third-
 party articles
                             Link to a company
                             landing page


                             RULE
B2B SOCIAL
MEDIA IS
ABOUT SELLING
“      Your goal shouldn't
              be to buy leads. Your
              goal should be to buy
              customers.




@KippBodnar
                             ”        Tweet This!
                                      #B2BSM
73%
       of CEOs
 don’t believe
    marketers
drive revenue.                 91!
            FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
Leads fix
the problem
How Social Media Leads Happen


 1
 Tweet    Landing
           Page
                    Form   Lead


 Like      Blog            Landing
           Post
                    CTA
                            Page



         Product           Landing
  +1      Page
                    CTA
                            Page
Dedicated
Monitoring   http://www.flickr.com/photos/giara/2211500258
How to Master B2B Social Media Marketing
How to Master B2B Social Media Marketing
Place CTAs
Everywhere
Improve
and Iterate
#B2BSM
B2B SOCIAL
MEDIA HAS
CLEAR ROI
“      If you can’t count it,
              why do it?



@KippBodnar
                              ”        Tweet This!
                                       #B2BSM
Math Ahead
TLV-COCA
         = ROI (%)
 COCA
Total Lifetime
Value
Cost of Customer
Acquisition
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
10K-3K
         = 233%
  3K
B2B SOCIAL
MEDIA IS
ONLY ONE PIECE
“         Social media
                 amplifies the
                 effectiveness of
                 offline marketing.
                 It doesn’t replace it.



@JeffreyLCohen
                                   ”      Tweet This!
                                          #B2BSM
Trade shows
are social too
How to Master B2B Social Media Marketing
GOAL:
Use Social Media To
Promote Offline
Events
How to Master B2B Social Media Marketing
5,000 T-Shirts
RESULT:
235% Increase in
event tickets
distributed and 95%
redeemed
THE BEST TIME
EVER
FOR
MARKETERS
“      Master B2B Social
              Media with reach,
              lead gen, data and
              integration with
              offline activities.



@KippBodnar
                              ”     Tweet This!
                                    #B2BSM
The Pot
of Gold
          http://www.flickr.com/photos/tao_zhyn/442965594/
Prove the
  CEO
 Wrong
You’re the
Star
THANK
 YOU
I’m Brian Halligan.
We wrote The B2B
Nice toMedia you.
Social meet Book.
     amzn.to/b2bsm2
How to Master B2B Social Media Marketing

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