1. Sponsored by:
Ian Michiels
Gleanster
@InsightFanatic

2. Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
TODAY’S STATS Everyone Else: Everyone Else
Total survey responses: 513
Qualified survey responses: 389
Marketing Social Media
Campaign Engagement
Management Gleansight
(April 2012) (Sept 2011)
REVENUE
BID-TO-WIN RATIO
USE OF SOCIAL MEDIA CHANNELS
LEAD-TO-SALES CONVERSION
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3. As a B2B company, do we invest any effort
into social media engagement?
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8. 52% of Top Performers
have used Social Media in
marketing campaigns.
MEASURING
INTEGRATING THE RETURN
SOCIAL MEDIA
18% of Everyone Else used INTO OVERALL
ON SOCIAL
MEDIA
EFFECTIVELY
PROMOTING
Social Media in marketing MARKETING SOCIAL
MIX MEDIA
campaigns.
Source: Gleanster Research Source: Gleanster Research
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12. HAPPY / UNHAPPY
CUSTOMERS
SALESPERSON DECISION MAKERS SALESPERSON DECISION MAKERS
COLLEAGUES
FRIENDS / FAMILY
COMPETITORS
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13. been thinking about a new phone system,
Avaya or Nextel? Result:
Multi-Million Dollar Deal
Looking for a comparison of on-premise
and SaaS ERP #
Result:
Multi-Million Dollar Deal
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14. 
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15. 
 Your Company
 Your Industry
 Problems Your Products Address
 Your Products
 Your Competitors
TEST THIS… 
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16. #AOWEB 16

17. 
No- You should be.
Yes
 Sharing Value Added Content
*Source: Gleanster Research
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19. Source: Gleanster Research
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22. Content Measurable
ROI
Conversation
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23. •
– B2B Marketing = Sharing Content Across Traditional Channels
& Social Media
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– Be a trusted advisor, a source of valuable information
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24. Salesforce.com used an infographic to promote
event attendance at the customer conference.
Cisco launched a new hardware product
exclusively via social channels, estimating
$100,000 savings on the product launch.
Bloggers used
embedded code
released from Cisco to
spread the word.
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26. www.gleanster.com
- Links in description to website
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27. •
– “Check out this whitepaper”
– “Check out this video”
– “This might help answer your question…”
•
– 5 advocates is better than 1M followers for B2B Marketers
– Set up some dedicated campaigns using Marketing
Automation – create segments for:
• Forward to a Friend Clicks
• Social Media Sharing Click-Throughs
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36. •
Try a:
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38. From Social Media Sites
From Marketing Automation
From Social Media Monitoring
From Marketing Automation
ONE TAB FOR EACH MONTH.
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39. Monthly “Growth/Decline” x Weight
Average of Weighted Scores * 10
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– Follow your target audience – where are they likely to engage?
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– Weight metrics based on company culture / values
– Benchmark performance over time
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42. Ian Michiels
Gleanster
@InsightFanatic
42

43. Deep Dive: Social Media ROI for the B2B Marketer
(June 2012)
All registered attendees
will be getting a
complimentary copy via
Act-On!
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44. Join our weekly 30-minute live demo
Customer case study webinars
And more: www.actonsoftware.com
#AOWEB