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JUNE 27, 2019
Beyond Brand Awareness:
How Global Enterprises are Enhancing Prospect Intent Data
via Social Media
LAURENE DEAN
SHANIE ZIMERMAN
CAROLINE BARR
Proprietary and Confidential | © Marketo, Inc. 2
LAURENE DEAN
Partner Program Manager,
Marketo
SHANIE ZIMERMAN
Strategic Partners,
Oktopost
CAROLINE BARR
Director of Marketing Ops,
FIS Global
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent Data via Social Media
WEBINAR OVERVIEW
TODAY’S AGENDA
01 Understanding Your Prospects’ Full Journey
• Marketo + Oktopost
• “The Big Three” of Marketing Automation
02 How FIS Built a Metric-Driven Attribution Program
• Who is FIS
• Solutions and Results
03 Empowering Employees Through Advocacy
• The Importance of Employee Advocacy
• How FIS Developed a Successful Advocacy Program
5Proprietary and Confidential | © Marketo, Inc.
• Architected Specifically for B2B Enterprise
• Officially Marketo Certified
• Includes Seven Powerful Marketo Custom Activities
OUR MISSION
Deliver
actionable
social media
results
for B2B
marketing
teams.
Click on Social Link
Social Link Click
Social Like
Social Comment
Social Share
Social Mention
Social Direct Message
01 Understanding Your Prospects’
Full Journey
Proprietary and Confidential | © Marketo, Inc. 7
LEAD NURTURING
EXAMPLE:
Use social media activity tracking
to serve prospects relevant,
personalized content.
The Big Three of Marketing Automation
When a prospect likes content
focused on mobile banking, they are
added to a newsletter stream
focused on mobile banking.
Proprietary and Confidential | © Marketo, Inc. 8
LEAD NURTURING LEAD SCORING
EXAMPLE:
Know where to focus your energy
by prioritizing social media touch-
points.
EXAMPLE::
Add 3 points when a prospect
likes a post, 8 points when they
comment on a post.
Use social media activity tracking
to serve prospects relevant,
personalized content.
When a prospect likes content
focused on mobile banking, they are
added to a newsletter stream
focused on mobile banking.
The Big Three of Marketing Automation
Proprietary and Confidential | © Marketo, Inc. 9
LEAD NURTURING LEAD SCORING LEAD ATTRIBUTION
Know where to focus your energy
by prioritizing social media touch-
points.
Accurately attribute leads to social
media activities.
Using the referring link “okt.to”,
pinpoint when the prospect
interacted with your social content
to support any attribution model.
Use social media activity tracking
to serve prospects relevant,
personalized content.
When a prospect likes content
focused on mobile banking, they are
added to a newsletter stream
focused on mobile banking.
The Big Three of Marketing Automation
EXAMPLE:EXAMPLE:EXAMPLE:
Add 3 points when a prospect likes
a post, 8 points when they comment
on a post.
Proprietary and Confidential | © Marketo, Inc. 10
So Where Does Marketo Gather The Data...and what’s missing?
Social
Media
Emails
(clicks and
opens)
CRM
Website
Visits
Proprietary and Confidential | © Marketo, Inc. 11
The Traditional Buyer Journey
Day1Oktopost
ClicksonaTweetto
WSJ.com
Day8Likesaposton
FacebookPage
Day14
ClicksonaLinkedInpost
Day1Marketing
Automation
SearchonGoogle
andgetstotheblog
Fillsaformonwebsite
Proprietary and Confidential | © Marketo, Inc. 12
The Oktopost + Marketo Buyer Journey
Day1Oktopost
ClicksonaTweetto
WSJ.com
Day8Likesaposton
FacebookPage
Day14
ClicksonaLinkedInpost
Day22Marketing
Automation
SearchonGoogle
andgetstotheblog
Fillsaformonwebsite
02 How FIS Built a Metric-Driven
Attribution Program
14Proprietary and Confidential | © Marketo, Inc.
International provider and
leaders of financial services
technologies and outsourcing
service
Three Years Using Oktopost
Social Media Management
Employee Advocacy
15Proprietary and Confidential | © Marketo, Inc.
55%
B2B Buyers Search Social Pre-
Purchase
84%
C-Level and VP Executives
Use Social Pre-Purchase
60%
Research Done
Pre-Site Visit
SOCIAL MEDIA IS A KEY FACTOR DURING PURCHASING DECISIONS
Proprietary and Confidential | © Marketo, Inc. 16
LEAD SCORING
HOW FIS LEVERAGE SOCIAL DATA IN THEIR MARKETO PROGRAMS
● Scoring based on social network
○ Higher score for leads
interacting with LinkedIn
vs. Twitter and Facebook
● Scoring based on high-valued
content
○ Use campaign tags to
differentiate between
different tier content
Proprietary and Confidential | © Marketo, Inc. 17
LEAD SCORING LEAD NURTURING
HOW FIS LEVERAGE SOCIAL DATA IN THEIR MARKETO PROGRAMS
● Scoring based on social network
○ Higher score for leads
interacting with LinkedIn
vs. Twitter and Facebook
● Scoring based on high-valued
content
○ Use campaign tags to
differentiate between
different tier content
● Intent based nurture programs
○ Lead interacts with a
specific topic on social
they fall into a nurture
stream with relevant
content to what they
are interested in.
Proprietary and Confidential | © Marketo, Inc. 18
INTERESTING MOMENTS
● Improves accuracy and
helps close more deals
● Signals to the sales team
what their leads and
prospects are interacting
with on social for more
meaningful conversations
HOW FIS LEVERAGE SOCIAL DATA IN THEIR MARKETO PROGRAMS
LEAD SCORING
● Scoring based on social network
○ Higher score for leads
interacting with LinkedIn
vs. Twitter and Facebook
● Scoring based on high-valued
content
○ Use campaign tags to
differentiate between
different tier content
● Intent based nurture
programs
○ Leverage Oktopost
campaign tags
LEAD NURTURING
● Intent based nurture programs
○ Lead interacts with a
specific topic on social
they fall into a nurture
stream with relevant
content to what they
are interested in.
19Proprietary and Confidential | © Marketo, Inc.
22%
Of our leads take at least 1
relevant social action per
month
UNDERSTANDING THE RESULTS OF OUR SOCIAL PRESENCE
03 Empowering Employees Through
Advocacy
Proprietary and Confidential | © Marketo, Inc. 21
Why Employee Advocacy?
● SOCIAL AMPLIFICATION
Employees reach 10x more people than all of your
corporate accounts combined
● INCREASED ENGAGEMENT
Posts shared by employees generate 8x more
engagements than company posts
● BUILDING TRUST
Employees humanize your brand which makes the
audience more receptive to your message
● MORE COST EFFECTIVE
Employee advocacy is proven to be more cost-
effective than social advertising
● SALES GROWTH
Leads generated by employees convert 7x more
frequently than other leads
● THOUGHT LEADERSHIP
Sharing valuable content positions employees as
industry thought leaders.
22Proprietary and Confidential | © Marketo, Inc.
Advocacy Benefits for FIS
52%
of consumers see
employees as credible
sources of information
about a business.
RAISE BRAND
VISIBILITY
INCREASE
CLIENT
ENGAGEMENT
OVER TIME
DEVELOP
EMPLOYEE
ADVOCATES
INTO SMES
CREATE
SOCIAL
SELLING
PROGRAMS
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent Data via Social Media
Proprietary and Confidential | © Marketo, Inc. 24
Wrapping Up
● Social media data is siloed, and with a
majority of your buyers’ turning to social to
learn about your company, this channel
cannot go unnoticed.
● Once we have this data visible to us inside
of Marketo, we see a fuller picture, and are
able to educate our buyers in a more
personalized way.
● When you integrate Oktopost with
Marketo, you’re adding a missing layer of
social data to enhance your programs
● As a result, you can:
○ Generate more relevant leads
○ Deliver more MQLs to sales
○ Nurture with engaging content
tailored to their interests
○ Personalize sales conversations
○ Attribute MQLs to social media and
give credit when it’s due
Thank You!
For more information please reach out to
marketo@oktopost.com

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Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent Data via Social Media

  • 1. JUNE 27, 2019 Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent Data via Social Media LAURENE DEAN SHANIE ZIMERMAN CAROLINE BARR
  • 2. Proprietary and Confidential | © Marketo, Inc. 2 LAURENE DEAN Partner Program Manager, Marketo SHANIE ZIMERMAN Strategic Partners, Oktopost CAROLINE BARR Director of Marketing Ops, FIS Global
  • 4. WEBINAR OVERVIEW TODAY’S AGENDA 01 Understanding Your Prospects’ Full Journey • Marketo + Oktopost • “The Big Three” of Marketing Automation 02 How FIS Built a Metric-Driven Attribution Program • Who is FIS • Solutions and Results 03 Empowering Employees Through Advocacy • The Importance of Employee Advocacy • How FIS Developed a Successful Advocacy Program
  • 5. 5Proprietary and Confidential | © Marketo, Inc. • Architected Specifically for B2B Enterprise • Officially Marketo Certified • Includes Seven Powerful Marketo Custom Activities OUR MISSION Deliver actionable social media results for B2B marketing teams. Click on Social Link Social Link Click Social Like Social Comment Social Share Social Mention Social Direct Message
  • 6. 01 Understanding Your Prospects’ Full Journey
  • 7. Proprietary and Confidential | © Marketo, Inc. 7 LEAD NURTURING EXAMPLE: Use social media activity tracking to serve prospects relevant, personalized content. The Big Three of Marketing Automation When a prospect likes content focused on mobile banking, they are added to a newsletter stream focused on mobile banking.
  • 8. Proprietary and Confidential | © Marketo, Inc. 8 LEAD NURTURING LEAD SCORING EXAMPLE: Know where to focus your energy by prioritizing social media touch- points. EXAMPLE:: Add 3 points when a prospect likes a post, 8 points when they comment on a post. Use social media activity tracking to serve prospects relevant, personalized content. When a prospect likes content focused on mobile banking, they are added to a newsletter stream focused on mobile banking. The Big Three of Marketing Automation
  • 9. Proprietary and Confidential | © Marketo, Inc. 9 LEAD NURTURING LEAD SCORING LEAD ATTRIBUTION Know where to focus your energy by prioritizing social media touch- points. Accurately attribute leads to social media activities. Using the referring link “okt.to”, pinpoint when the prospect interacted with your social content to support any attribution model. Use social media activity tracking to serve prospects relevant, personalized content. When a prospect likes content focused on mobile banking, they are added to a newsletter stream focused on mobile banking. The Big Three of Marketing Automation EXAMPLE:EXAMPLE:EXAMPLE: Add 3 points when a prospect likes a post, 8 points when they comment on a post.
  • 10. Proprietary and Confidential | © Marketo, Inc. 10 So Where Does Marketo Gather The Data...and what’s missing? Social Media Emails (clicks and opens) CRM Website Visits
  • 11. Proprietary and Confidential | © Marketo, Inc. 11 The Traditional Buyer Journey Day1Oktopost ClicksonaTweetto WSJ.com Day8Likesaposton FacebookPage Day14 ClicksonaLinkedInpost Day1Marketing Automation SearchonGoogle andgetstotheblog Fillsaformonwebsite
  • 12. Proprietary and Confidential | © Marketo, Inc. 12 The Oktopost + Marketo Buyer Journey Day1Oktopost ClicksonaTweetto WSJ.com Day8Likesaposton FacebookPage Day14 ClicksonaLinkedInpost Day22Marketing Automation SearchonGoogle andgetstotheblog Fillsaformonwebsite
  • 13. 02 How FIS Built a Metric-Driven Attribution Program
  • 14. 14Proprietary and Confidential | © Marketo, Inc. International provider and leaders of financial services technologies and outsourcing service Three Years Using Oktopost Social Media Management Employee Advocacy
  • 15. 15Proprietary and Confidential | © Marketo, Inc. 55% B2B Buyers Search Social Pre- Purchase 84% C-Level and VP Executives Use Social Pre-Purchase 60% Research Done Pre-Site Visit SOCIAL MEDIA IS A KEY FACTOR DURING PURCHASING DECISIONS
  • 16. Proprietary and Confidential | © Marketo, Inc. 16 LEAD SCORING HOW FIS LEVERAGE SOCIAL DATA IN THEIR MARKETO PROGRAMS ● Scoring based on social network ○ Higher score for leads interacting with LinkedIn vs. Twitter and Facebook ● Scoring based on high-valued content ○ Use campaign tags to differentiate between different tier content
  • 17. Proprietary and Confidential | © Marketo, Inc. 17 LEAD SCORING LEAD NURTURING HOW FIS LEVERAGE SOCIAL DATA IN THEIR MARKETO PROGRAMS ● Scoring based on social network ○ Higher score for leads interacting with LinkedIn vs. Twitter and Facebook ● Scoring based on high-valued content ○ Use campaign tags to differentiate between different tier content ● Intent based nurture programs ○ Lead interacts with a specific topic on social they fall into a nurture stream with relevant content to what they are interested in.
  • 18. Proprietary and Confidential | © Marketo, Inc. 18 INTERESTING MOMENTS ● Improves accuracy and helps close more deals ● Signals to the sales team what their leads and prospects are interacting with on social for more meaningful conversations HOW FIS LEVERAGE SOCIAL DATA IN THEIR MARKETO PROGRAMS LEAD SCORING ● Scoring based on social network ○ Higher score for leads interacting with LinkedIn vs. Twitter and Facebook ● Scoring based on high-valued content ○ Use campaign tags to differentiate between different tier content ● Intent based nurture programs ○ Leverage Oktopost campaign tags LEAD NURTURING ● Intent based nurture programs ○ Lead interacts with a specific topic on social they fall into a nurture stream with relevant content to what they are interested in.
  • 19. 19Proprietary and Confidential | © Marketo, Inc. 22% Of our leads take at least 1 relevant social action per month UNDERSTANDING THE RESULTS OF OUR SOCIAL PRESENCE
  • 20. 03 Empowering Employees Through Advocacy
  • 21. Proprietary and Confidential | © Marketo, Inc. 21 Why Employee Advocacy? ● SOCIAL AMPLIFICATION Employees reach 10x more people than all of your corporate accounts combined ● INCREASED ENGAGEMENT Posts shared by employees generate 8x more engagements than company posts ● BUILDING TRUST Employees humanize your brand which makes the audience more receptive to your message ● MORE COST EFFECTIVE Employee advocacy is proven to be more cost- effective than social advertising ● SALES GROWTH Leads generated by employees convert 7x more frequently than other leads ● THOUGHT LEADERSHIP Sharing valuable content positions employees as industry thought leaders.
  • 22. 22Proprietary and Confidential | © Marketo, Inc. Advocacy Benefits for FIS 52% of consumers see employees as credible sources of information about a business. RAISE BRAND VISIBILITY INCREASE CLIENT ENGAGEMENT OVER TIME DEVELOP EMPLOYEE ADVOCATES INTO SMES CREATE SOCIAL SELLING PROGRAMS
  • 24. Proprietary and Confidential | © Marketo, Inc. 24 Wrapping Up ● Social media data is siloed, and with a majority of your buyers’ turning to social to learn about your company, this channel cannot go unnoticed. ● Once we have this data visible to us inside of Marketo, we see a fuller picture, and are able to educate our buyers in a more personalized way. ● When you integrate Oktopost with Marketo, you’re adding a missing layer of social data to enhance your programs ● As a result, you can: ○ Generate more relevant leads ○ Deliver more MQLs to sales ○ Nurture with engaging content tailored to their interests ○ Personalize sales conversations ○ Attribute MQLs to social media and give credit when it’s due
  • 25. Thank You! For more information please reach out to marketo@oktopost.com