Mais conteúdo relacionado Mais de Jason Miller (20) Integrating Social Media with Marketing Automation1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Sweet Leads Are Made of This:
Integrating Social Media With
Marketing Automation
Jason Miller, Sr. Manager Social Media Strategy
@JasonMillerCA
2. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Jason Miller
Subscribe to blog.marketo.com
@JasonMillerCA
1. Worked in the music industry for 12 Years
2. Concert photographer & music blogger
3. Played in a “Hair Metal” band and released
two records.
4. Guns N Roses retweeted one of my
Marketo blog posts.
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Easy.
Powerful.
Complete.
Marketo makes
Marketing Software that is
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Your Philosophical Approach to Social is
Killin’ Me
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ROI of Social is No Longer a Mystery
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A Few Presumptions
• A basic understanding of marketing automation.
• You are already using social media for business.
• You have content.
• You are ready to prove that social works for lead
generation.
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70% of the Buying Cycle is Already
Complete Before a Prospect is Ready to
Talk to Sales.
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You Better Have Content that Answers
Their Questions.
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Social Media Leads Do Not Come in a Box
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All Leads are NOT Created Equal
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But, Social Leads are NOT Ready to Buy
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But who is ready?
You got them to the dance
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
A
B
C
D
1 2
3
Stages
1. BUYING STAGES
• Early (4.1.1 cadence)
• Mid and Late
• Customer
2. BUYING PROFILES
• Industry: 82%
• Role: 67%
• Company Size: 49%
• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”
http://marketo.com/DG2LN
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Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to
Sales
Pass to
Sales
Fit Interest Buying Stage
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Behavioral Scoring: Examples
• Early stage content +3
• Attend webinar: +5
• Visit any webpage / blog : +1
• Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed
• Watch demos:
• +5 overview, +10 detailed
• Mid-stage content +8
• Late-stage content +12
• Searches for “Marketo” +8
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Stars and Flames show priority
Full list of Interesting Moments
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Processes at scale
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You Would Have Better Luck Finding…..
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Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website Facebook
Pages
Online Ads Email
SocialLift
Events
Making Every Campaign Social
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Five Essentials for Success
Inbound is not Enough
4-1-1 Rule
Content is still king
Social Signals
Advocates
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Inbound + Outbound =
Awesomeness
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The 4-1-1 Rule
“For every one self-serving tweet, you should re-
tweet one relevant tweet and most importantly
share four pieces of relevant content written by
others.”
Do This Not This
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Content Fuels Social AND Marketing
Automation: So ……….Repurpose, Repurpose, then
Repurpose Some More
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Social Signals Influence Google
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Leverage Your Employees & Advocates
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Are You Ready to See Something Amazing?
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Twitter for Lead Generation
• Combination of search
& timeline campaigns
• $109k invested
• 2,995 Prospects
• $ per Prospect: $37
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Lead Gen Cards Synched to MA
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Wait for it……
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The Seventeen Thousand Dollar Tweet
First Touch
Tweet!
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Prepare to Have Your Mind Blown
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The Forty Thousand Dollar Facebook Post
First Touch
Facebook!
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A Social Media Marketing Badass
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And the Award Goes to:
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Does Facebook Work for B2B Lead Gen? Hell
Yes!
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• Current active opportunities –
specific contacts
• Marketing executives at
Target Enterprises
• Key bloggers, reporters, and
analysts
• Fans of complementary
solutions and competitors
Heavy focus on Mobile Feed
Facebook Custom Audiences – the biggest
thing in Facebook since company pages
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Does Facebook Work for B2B Lead Gen? Hell
Yes!
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Raising Affinity for the Big Delivery
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Optimizing Your Facebook Page
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for Lead Generation
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Which Social Channel Provides the Highest
ROI? (Goes to Eleven)
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Slideshare: The Sleeping Giant for Lead
Generation
• $5k invested
• 2,765 names
• 57 new prospects
• $ per Prospect: $94
• $107k pipeline to date
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How About Some Free Links? Yes Please.
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How About Some Free Links? Yes Please.
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Give Your Content a Fighting Chance with
Google Authorship:
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Research data, funny
videos, curated
lists, infographics, thought
leadership
Types of Content
Thought leadership and
entertainment to build
brand and awareness
Tools that help buyers find
you when they are looking
for solutions
Company-specific
information to help evaluate
and reaffirm selection
Buying guides, RFP
templates, ROI
calculators, whitepapers, analyst
reports, webinars
Pricing, demos, services
information, 3rd party
reviews, customer case studies
Early Stage
Middle Stage
Late Stage
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny
videos, curated
lists, infographics, thought
leadership
Thought leadership and
entertainment to build
brand and awareness
Tools that help buyers find
you when they are looking
for solutions
Company-specific
information to help evaluate
and reaffirm selection
Buying guides, RFP
templates, ROI
calculators, whitepapers, analyst
reports, webinars
Pricing, demos, services
information, 3rd party
reviews, customer case studies
Early Stage
Middle Stage
Late Stage
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Short Forms Outperform Long Forms
Short (5)
Conversion: 13.4%
Cost per: $31.24
Medium (7)
Conversion: 12.0%
Cost per: $34.94
Long (9)
Conversion: 10.0%
Cost per: $41.90
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The Perfect Social Landing Page
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The Rise of Visual Content
328,000
views!
17,000
views
eBook Interactive Infographic
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Turn on the Power of Peer to Peer
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Test & Tune With Social Funnel Metrics
Coloring Book
Results
• 289 participants
shared
• 354 registered
downloads
• 19.8% increase in
registered
downloads
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Test & Tune With Social Funnel Metrics
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Additional Resources
The Definitive Guide to Social Marketing
http://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROI
http://marketo.com/DG2MM
Optimize Your Social Channels for Lead Generation
http://www.marketo.com/ebooks/how-to-
optimize-your-social-channels-for-lead-
generation/
Notas do Editor Mention short forms and progressive profiling What needs to be different?Dance analogy:Broad top of funnel – use social and paid to get as many people to dance as possibleBut then do you just stand around waiting for someone to dance? No. Better to flirt a little (nurture). And look at their body language to see when they might be read to dance (scoring). See customer preso Step 1: Important to track all touches Map content to the buying stage {keep it short} Map content to the buying stage {keep it short} This brings us to a broader discussion about visual content.Unfortunately, so many companies are producing content that there is too much to read. To ensure our content is consumed we have to find ways to make it more visual and more consumable by our readers… InfographicsCartoonsMemesPhotosVisual note-taking These can be very simple, and with the proper promotion will likely end up with more views than the actual written content piece you created. Inbound Marketing Slideshare:136K views ofslidesharevs 10,600 for the whitepaper itself –12.5X+Plus612 Downloads, 421 New Names See customer preso Make every sharing trackable, then testable and optimize over time Make every sharing trackable, then testable and optimize over time These are our REAL influencers.Some Marketo employees, but also others notThis is OUR Klout score