Using Social Behaviours as part of B2B lead generation
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This document discusses using social behaviors as part of B2B lead generation. It notes that the empowered buyer controls the business relationship and that much of the buying process is invisible to sellers. It recommends using social media for lead generation by using the right language, choosing the right channels based on sales funnel objectives, thinking multichannel, and measuring everything. Specific tips include using the right tone of voice on social media, automating content distribution, reusing content across channels, and prioritizing leads based on demographics and behaviors. Companies that use social media for lead generation are reported to have better aligned sales and marketing teams and higher marketing budgets.
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Using Social Behaviours as part of B2B lead generation
- 1. Using Social Behaviours as part of B2B lead generation John Watton, Senior Director – Marketing, Silverpop 14th February, 2013. @jwatton #spopEMEA
- 2. @jwatton
- 3. Agenda The empowered buyer Using social media for lead generation 4 ways to get social media working Benefits #spopEMEA
- 4. The empowered buyer @jwatton
- 5. Problem: Noise #spopEMEA
- 6. Problem: Noise The average person is exposed to 30,000 marketing messages per day. @jwatton
- 7. Problem: The Segmented Audience approach is failing #spopEMEA
- 8. Problem: The Segmented Audience approach is failing 3% Relevant @jwatton
- 9. Problem: The Segmented Audience approach is failing 3% 97% Relevant Irrelevant @jwatton
- 10. Buyers want individualised interactions #spopEMEA
- 11. Across multiple devices @jwatton
- 12. “The empowered Customer is now in control of the business relationship.” Source: IBM CMO Study 2011 #spopEMEA
- 13. Problem: 56% of the buying process is invisible to the seller.
- 14. 70% of B2B buyers use a search engine at the start of their buying process Source: Mediative Whitepaper, Feb 2011 #spopEMEA
- 15. 21% of B2B buyers use social media at some point in buying process Source: BaseOne Buyersphere 2012 @jwatton
- 16. Using social media for lead generation #spopEMEA
- 17. Poll
- 18. Social media marketing so far… - Content Promotion - Offer Promotion - Followers / Fans - Inbound Traffic - RT / @Reply - Customer Service @jwatton
- 20. “…to become a trusted advisor with anonymous buyers at the outset of the sales cycle (and before our competitors), marketers must be willing to provide education and thought leadership with no immediate return.” - Lisa Hutt, VP Marketing EMEA, Concur @jwatton
- 21. 4 ways to get social media working Use the right language Choose the right channel Think multichannel Measure everything #spopEMEA
- 22. 1. Use the right language #spopEMEA
- 24. Tone of Voice FROM TO Impersonal Personality Shout Listen Sell Nurture Persuade Participate Instruct Inspire Product Vendor Trusted service Promote Entertain #spopEMEA
- 25. 9 principles of good content It‟s not about you Pick a hot issue Find clear water Be independent Support your story with data Use customers (and third parties) Share negatives Humanity and empathy Credibility matters @jwatton
- 26. Content good enough to share #spopEMEA
- 27. Poll
- 28. 2. Choose the right channel @jwatton
- 29. Map content to Sales Funnel Your Objective Customer Suspect Top of Funnel Mid Funnel Goals Browsing Viral Videos eBooks/Playbooks/Guides Infographics Articles Considering E-newsletters Researching Webinars Press Releases Evaluating Demo Videos Case Studies Feature Guides Shortlisting Whitepapers Analyst Reports Customer Testimonials Negotiation Data Sheets Purchase Pricing Guide ROI Calculator KPIs KPIs KPIs Traffic/Page Views/Time Opens/Click-Thrus Qualified/accepted leads onsite Enquiries Opportunities Content Downloads Closed Deals Mentions/Comments/Shares Fans/Followers @jwatton
- 30. Not all social media is equal! Source: BaseOne Buyersphere 2012 #spopEMEA
- 31. Map content to Sales Funnel & channel Your Objective Customer Suspect Top of Funnel Mid Funnel Goals Browsing Viral Videos eBooks/Playbooks/Guides Infographics Articles Online Community Sites Considering E-newsletters Researching Webinars Press Releases Evaluating Demo Videos Case Studies Feature Guides Shortlisting Whitepapers Analyst Reports Customer Testimonials Negotiation Data Sheets Purchase Pricing Guide ROI Calculator KPIs KPIs KPIs Traffic/Page Views/Time Opens/Click-Thrus Qualified/accepted leads onsite Enquiries Opportunities Content Downloads Closed Deals Mentions/Comments/Shares Fans/Followers @jwatton
- 32. Map content to Sales Funnel & channel Your Objective Customer Suspect Top of Funnel Mid Funnel Goals Browsing Viral Videos eBooks/Playbooks/Guides Infographics Articles Online Community Sites Considering E-newsletters Researching Webinars Press Releases Evaluating Online Community Sites Demo Videos Linkedin Studies Case Feature Guides Google Search Shortlisting Blogs Whitepapers Analyst Reports Customer Testimonials Negotiation Data Sheets Purchase Pricing Guide ROI Calculator KPIs KPIs KPIs Traffic/Page Views/Time Opens/Click-Thrus Qualified/accepted leads onsite Enquiries Opportunities Content Downloads Closed Deals Mentions/Comments/Shares Fans/Followers @jwatton
- 33. Map content to Sales Funnel & channel Your Objective Customer Suspect Top of Funnel Mid Funnel Goals Browsing Viral Videos eBooks/Playbooks/Guides Infographics Articles Online Community Sites Considering E-newsletters Researching Webinars Press Releases Evaluating Online Community Sites Demo Videos Linkedin Studies Case Feature Guides Google Search Shortlisting Blogs Whitepapers Analyst Reports Customer Testimonials Negotiation Data Sheets Online Community Sites Purchase Twitter Pricing Guide Facebook ROI Calculator KPIs KPIs KPIs Traffic/Page Views/Time Opens/Click-Thrus Qualified/accepted leads onsite Enquiries Opportunities Content Downloads Closed Deals Mentions/Comments/Shares Fans/Followers @jwatton
- 34. Automate distribution RSS web twitter facebook Linkedin #spopEMEA
- 35. Use tools that optimize your send time @jwatton
- 36. Get creative in re-using content Newsletter eBook Blog Tip #1 ……Tip #2………#3……...#4…...…#5…...…#6…..…#7….…#8..….. Tip #9 12 month campaign Promotion & download #spopEMEA
- 37. Share the same post at least 4 times 3 hrs The average social post has a half-life of Source: bitly blog, Sep 2011 @jwatton
- 38. Have a strong call to action “Digital marketing call to actions must be further reading, more information, a sign-up, download, form or call” #spopEMEA
- 39. 3. Think multichannel @jwatton
- 40. Search “The social signal, the people you „hang with‟ is actually a ranking signal” - Eric Schmidt, LeWeb 12 #spopEMEA
- 41. @jwatton
- 42. Website #spopEMEA
- 43. Establishing Trust TRUST 1. Academic 68% 2. Technical Expert 66% 3. Person like me 65% 4. Regular Employee 50% Edelman Trustbarometer 2012 @jwatton
- 44. Email Share-to-social on all emails Using facebook for opt-in #spopEMEA
- 45. Poll
- 47. 4. Measure (and monitor) everything @jwatton
- 48. Track Behaviours Did the prospect or customer fill out a form in Facebook or come to your site via Twitter? Share one of your emails? Comment on a blog post on your site? #spopEMEA
- 49. Track Behaviours Email Social Did the individual open and/or Did the prospect or customer click on a certain email? How fill out a form in Facebook or long ago did the contact come to your site via Twitter? interact with your email Share one of your emails? message (two days ago, two Comment on a blog post on weeks ago or two months ago)? your site? CRM Website Was an opportunity opened, Did the individual visit your site or a prospect contacted by a or blog? Did he or she download salesperson? something or watch a video? Mobile/location Did a customer scan a QR code at your trade show booth, sign up for your text message service or check in via Foursquare at your event? #spopEMEA
- 50. Track Behaviours Email Social Did the individual open and/or Did the prospect or customer click on a certain email? How fill out a form in Facebook or long ago did the contact come to your site via Twitter? interact with your email Share one of your emails? message (two days ago, two Comment on a blog post on weeks ago or two months ago)? your site? CRM Website Was an opportunity opened, Did the individual visit your site Centralized or a prospect contacted by a or blog? Did he or she download Marketing Database salesperson? something or watch a video? Mobile/location Did a customer scan a QR code at your trade show booth, sign up for your text message service or check in via Foursquare at your event? #spopEMEA
- 51. Lead scoring on demographics & behaviours Heavy Behaviour Low Interest Interest Profile 1 2 3 4 Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5 @jwatton
- 52. Prioritising sales-ready leads Heavy Behaviour Low Interest Interest Profile 1 2 3 4 Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5 @jwatton
- 53. No vanity metrics! Followers Marketing Qualified Leads Reach Sales Accepted Leads Velocity Opportunities #Retweets Revenue #spopEMEA
- 54. Poll
- 55. Monitor social media conversations Monitor keyword phrases that imply someone is searching for a recommendation. “best [product or service]” “[your product] vs.[competitor product]” “[product or service category] recommendation” “new [product or service]” #spopEMEA
- 56. Technology is within everyone‟s reach Social Sharing + Monitoring Content Data Platform @jwatton
- 57. Reap the benefits #spopEMEA
- 58. Companies that use social media in lead generation Sales & marketing teams are “ 15% better aligned” Source: Buyerzone Survey, 2012 @jwatton
- 59. Companies that use social media in lead generation Sales & marketing teams are “ 15% better aligned” 62% report increases in marketing budget vs just 28% of other businesses Source: Buyerzone Survey, 2012 @jwatton
- 60. Agenda The empowered buyer Using social media for lead generation 4 ways to get social media working Benefits #spopEMEA
- 61. Join Silverpop & Bryony Thomas, author of Watertight Marketing Wednesday 27th February at 2pm GMT Hear Bryony explain 13 of the most common profit „leaks‟ in business and learn how to begin to make your marketing „watertight‟. @jwatton
- 62. Thank You! +44 7557 125255 jwatton@silverpop.com @jwatton https://www.brighttalk.com/webcast/7071/67189 #spopEMEA
Notas do Editor
- But how successful has this approach actually been?Well if you think about it, we focus on where we’re successful. But the reality is we’re still causing too much noise for the majority of our prospects.
- But how successful has this approach actually been?Well if you think about it, we focus on where we’re successful. But the reality is we’re still causing too much noise for the majority of our prospects.
- But how successful has this approach actually been?Well if you think about it, we focus on where we’re successful. But the reality is we’re still causing too much noise for the majority of our prospects.
- But your customers – your buyers don’t just hang out on your website. They are interacting and learning everywhere. Phone, ipad, laptop – in facebook, and on your website. You need technology that enables you to interact with this person wherevery they are – knowing who it is and where they are at each and every time they show up. What if you could personalize the content on your facebook offer – in real time?
- The sales cycle became the buying cycle.Today we are in the age of the customer. The customer owns the process.
- Most of the buyers journey where they are learning and making decision happens without the seller being aware
- You’re probably doing all you can to distribute content, build followers and respond to conversations.
- Today, an “antisocial” feel on ANY of your channels can hinder your marketing efforts, so it’s smart to evaluate the social component of each one. To get you started, here’s a look at four key channels social is impacting today, along with some quick starter ideas for how you might approach them to enable a more relevant customer experience:
- 1) Search: In the constantly evolving world of search, it now takes more than a few strategically placed keywords and inbound links to move you up in the rankings. As social has exploded, search engine algorithms have shifted to place more weight on social media. The number of people who retweet your content or the traffic driven to your blog post via social, for example, helps determine where you rank. Similarly, video is popping up more in search results. The takeaway? Your content (see #3 below) must be conducive to social sharing for you to thrive in search.
- 2) Website: Many sites have been loosely connected with social in the past – a social “follow” icon here, a “share this” graphic there. In 2013, try bringing social data into your website to build trust. For example, you might include info such as number of downloads, user ratings and customer comments beside your content or products. True, you lose some control of the message, but by sharing the opinions of other buyers you’ll enhance the visitor experience and ultimately build trust in your brand.