Demand Generation: The Convergence of Social, Email, & Analytics
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Adam Proehl's presentation from OMI Bootcamp 2012 in Minneapolis and Chicago - April 2012.
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Demand Generation: The Convergence of Social, Email, & Analytics
- 1. Online Marketing Institute Get Smarter. Get Certified. www.omicertified.com Demand Generation The Convergence of Social, Email, & Analytics Adam Proehl Managing Partner, NordicClick Interactive @adamproehl @adamproehl
- 2. About Me • In Online Marketing since 1997; specialize in complex & multi- channel sales • Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis • Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, MDMA, and others • Instructor at the Online Marketing Institute • Long Suffering Minnesota Sports Fan (Sorry) @adamproehl 2
- 3. About this Session Is: • Overview • Mindset • Tactical, practical how to’s Is Not: • Keynote worthy futuristic predictions • Chart overload @adamproehl 3
- 4. Notes Before We Begin Just thought this was funny @adamproehl
- 5. Agenda Introduction / Definitions Content Social Email Analytics Optimization @adamproehl
- 6. Notes Before We Begin @adamproehl
- 8. Definitions “Convergence” • Overused buzzword term (sorry) • The act, condition, quality, or fact of converging (coming together). @adamproehl 8
- 9. Definitions “Demand Generation” “The practice of creating a customer’s propensity for and ability to buy from you.” Steve Gershik VP of Marketing Sirius Desicions @adamproehl 9
- 10. Definitions “Lead Generation” “A series of marketing activities designed to generate customer inquiries into your company’s products or services.” Steve Gershik VP of Marketing Sirius Desicions @adamproehl 10
- 11. Definitions “Lead Nurturing” “Working like hell and persisting beyond belief to turn that lead into a sale” -Me @adamproehl 11
- 12. Demand Generation Lead Lead Gen Nurturing @adamproehl 12
- 14. Which hand needs to do what? @adamproehl 14
- 15. Email & Social Wrong way to look at it @adamproehl 15
- 16. Email & Social The Perfect Marriage @adamproehl 16
- 17. Email & Social A Natural Fit… Email has always been social 17
- 18. Complex Sales = Multiple Touchpoints Search Research Starting Point Use Get Help Evangelize Discovery Compare Share Research Success / Failure Purchase Decide Trust Web Site Social Sales Rep Support Referral Email Sales Rep 18
- 19. What about Analytics? @adamproehl Image Source: Encore 101 Blog 19
- 20. Hmm.. What to spend time & money on Branded Keyword Queries @adamproehl 20
- 21. Attribution Types of Conversions: A simplified lame sports analogy @adamproehl
- 22. The “Last Click” Trap Don’t fall into it @adamproehl 22
- 23. Subract a few and what do you got? Search Research Use Get Help Evangelize Compare Share Research Success / Failure Purchase Decide Trust Web Site Social Sales Rep Support Referral Email Sales Rep 23
- 24. Social & the Complicated Sale @adamproehl 24
- 25. Content What do you have to say? That’s worthwhile? @adamproehl 25
- 26. B2B: Your Story Manufacturing Example: 26
- 27. B2B: Your Story Services 27
- 28. Sales Target • Who • Needs • Tasks Image Source: PSD Graphics 28
- 29. Example of Content Exercise @adamproehl 29
- 30. Materials to Start From @adamproehl 30
- 31. Capabilities Powerpoint Decks • Usually Gold • Sales & Marketing can both get better • Slide = Post @adamproehl 31
- 32. Offline Materials Borrow Content Only make it interesting @adamproehl 32
- 33. Real Customer Stories • Best Source of All: @adamproehl Image Source: Hosting.com 33
- 34. Support Emails • Real Issues & Problem Statements • Real Resolutions @adamproehl 34
- 35. Form Inquiries • Prospects • Current Customers • Tire Kickers @adamproehl 35
- 36. Listen on a Sales Pitch • Context • Objections • Stage • Point of View @adamproehl 36
- 38. More Ideas Content Strategy for the Web Kristina Halvorson Get Content, Get Customers Joe Puluzzi & Newt Barrett Content Rules Ann Handley & C.C. Chapman @adamproehl 38
- 39. Fresh Content Blog?!?!? @adamproehl 39
- 40. Look for Small Victories • Find some easy stories to tell • Tell, post, broadcast, & measure @adamproehl 40
- 41. Main Site Overkill • TOO much content • Trying to solve for EVERY possible use case • Text Heavy; Video page overkill @adamproehl 41
- 42. Main Site Overkill Solving: • Blog Content • Link back to main solutions page on site @adamproehl 42
- 43. Where Should You Be? @adamproehl 43
- 44. Where is Your Audience? @adamproehl 44
- 45. Engaging Potential Influencers Leverage current databases Tool: @adamproehl
- 46. Ask Them… • Let them know where you’re at • Give them a reason to choose to engage • Measure opens, clicks, likes, follows • Repeat • Segment Results @adamproehl 46
- 47. Example @adamproehl 47
- 48. Don’t Do This Source: The Oatmeal @adamproehl 48
- 49. Paid Targeting • Facebook Ads • LinkedIn Ads - Soft Sell / Branding - Measure Branded Queries @adamproehl
- 50. Paid Targeting Sample Success Metrics: • Site traffic referrals from Facebook & LinkedIn @adamproehl 50
- 51. Paid Targeting Sample Success Metrics: • Site conversions referred from Facebook and LinkedIn (contact forms, phone calls, video views, tool usage, sales, etc.) @adamproehl 51
- 52. Paid Targeting Sample Success Metrics: • Increase in the volume of branded keyword queries (Webmaster Tools, Google Analytics, & external keyword tools) @adamproehl 52
- 53. Paid Targeting Sample Success Metrics: • Increase in the volume of traffic via branded keyword queries from “within the walls” of a corporate prospect @adamproehl 53
- 54. Paid Targeting Recommendation: @adamproehl 54
- 55. Sleuthing LinkedIn Twitter List Mining Social Monitoring Tools @adamproehl 55
- 56. LinkedIn Sleuthing • Seek Intros • Join Groups • Better yet, create • Industry Education Focused • Email @adamproehl 56
- 57. Twitter Sleuthing Tool: Followerwonk • Bio Search • Influencers • “Wonk Score” • Good Starting Point • Geo @adamproehl
- 59. Social Sleuthing • Prospect & Customers’ customers • Prospect & Customers’ competition @adamproehl 59
- 60. Don’ts @adamproehl 60
- 61. Social Sleuthing Goals 1) Direct Contact 2) 100 Cups of Coffee per year 3) Leads 4) Sales @adamproehl 61
- 62. Email & Social - Similarities • Form of Communication • Broadcast or 1:1 • Easy to Engage • Easy to Ignore • Easy to Get Horribly Wrong @adamproehl 62
- 63. Email: Crowdsource • Content Ideas • Stories • Videos • Testimonials / Reviews • Problem Statement @adamproehl 63
- 65. Which Email Usually Gets Opened? Conversion Email • Transactions • Lead Submission • Whitepaper / E-book • Account Summaries 65
- 66. Stats (That Mean Something) #1 93% of B2B buyers start the buying process with a search Marketo @adamproehl @adamproehl
- 67. #1 @adamproehl @adamproehl
- 68. More Stats (That Mean Something) #2 The Approval Process 63% of B2B C-level execs turn to search engines to locate information during the approval process. Source: Forbes @adamproehl @adamproehl
- 69. More Stats (That Mean Something) #3 8 out of 10 IT decision-makers said word of mouth recommendations are the MOST important source when making buying decisions Source: Forrester @adamproehl @adamproehl
- 70. Industry Prediction “B2B will take advantage of social commerce tools and adopt at scale within 3 years vs. B2C's 7-year adoption pace.” Cathy Halligan, Power Reviews @adamproehl @adamproehl
- 71. More Stats (that mean something) #4 9 out of 10 buyers say “they will find you” when they’re ready to buy Source: DemandGen Report @adamproehl @adamproehl
- 72. Q&A #4 • Be there for the buyer • May grow bigger than reviews @adamproehl
- 73. Q&A #4 Staples SMB Printer Example: @adamproehl @adamproehl
- 74. Push/Pull A little push is OK Really, it is… @adamproehl 74
- 75. Analytics @adamproehl 75
- 76. Figure Out Your Wheel Web Site Social Sales Rep Support Referral Email Sales Rep 76
- 77. Measurements Assigning Value: Assists (back to lame sports analogy) Career leader in points @adamproehl
- 78. Measurements Assigning Value: Assists Where would he be without these guys? @adamproehl
- 79. A Few Tools @adamproehl 79
- 81. Who Can Influence Your Brand? Tool: Muck Rack Muckrack.org @adamproehl
- 82. Who Can Influence Your Brand? www.foller.me Tool: Foller • User Info • Topics • Hashtags • Mentions • Geography @adamproehl
- 83. Who influences the influencer? Tool: Mentionmapp www.mentionmapp.com @adamproehl
- 84. Support Tool: Get Satisfaction Price: Starting $19/mo @adamproehl
- 85. Actionable Measurements Tool: Tweriod Simple: When is the best time to tweet to your followers? @adamproehl
- 86. Participation Tool: Hashtags.org @adamproehl
- 87. Summary • Email, Social, & Analytics…Just communication & measurements • If you’re doing nothing, start simple • Figure out your Wheel • Figure out your content needs @adamproehl 87
- 88. Questions? 88