“Market power is no longer measured by just corporate size or financial balance sheets, but market understanding nd agility as well.” – Scott Smith Marketers must not only understand their market today, but also know how to engage and interact with this generation by integrating human capital with technological tools. In this recorded webinar Scott Smith, CMO of Lucas Group, and Devon Wijesinghe, CEO of Insightpool, discuss the truth behind social demand generation, and how marketers can move people through a multi-channel and layered method driving them to become influencers.

1. #SocialTruth
Devon Wijesinghe and Scott Smith

2. Devon Wijesinghe
CEO of Insightpool
@DevonWijesinghe
Speakers
Co-founded Insightpool in
2012, and has led the
company from two to 60+
employees, acquired a
Silicon Valley start-up, Next
Principles, and is currently
revolutionizing marketing
and sales across social.
#SocialTruth

3. Scott Smith
Chief Marketing Officer of Lucas Group
@ScottSmithCMO
Scott Smith, Chief Marketing Officer of
Lucas Group, is recognized for
engineering and delivering results at
start-up, Fortune 500, and privately
held companies. A turnaround agent
inspired by global business,
technology, and communications.
Commands expertise in professional
services, sales ops, marketing,
financials, and analytics. Exceptional
ability to envision big picture while
securing every detail.
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Speakers

4. 2. Creating a layered method to power lead generation
1. Building demand through a multi-channel approach
3. Integrating human capital with technology tools
4. How to leverage social media to generate leads
#SocialTruth

5. “Market power is no longer measured by
just corporate size or financial balance
sheets, but market understanding and
agility as well.”
- Scott Smith, CEO of Lucas Group
#SocialTruth

6. Your Challenge?
#SocialTruth
Win the battle in each of the new economy’s
three arenas: Digital, Intelligent and Adaptive

7. Build programs that capture interest, drive
engagement, react with insight and achieve revenue.
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Your Game Plan?

8. What is DEMAND?
“Digital
Engagement
Methodology
for
the
Advancement
of
Nurtured
Development”
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DEMAND is a comprehensive, integrated marketing
methodology that incorporates search, social, digital
advertising, content, public relations and client/
candidate/target data to architect a very detailed
and actionable depiction of our market and our
prospects. Utilizing the combination of a best of
breed technology suite with the critical overlay of
hands-on human intelligence, DEMAND amplifies
the efficacy of each element while facilitating our
responsiveness to evolving technologies.

9. #SocialTruth
Building DEMAND
October
2014
–
June
2015

10. #SocialTruth
Multichannel Approach

11. Creating a Layered Method
to Power Lead Generation
#SocialTruth

12. #SocialTruth
To achieve sustainable growth,
marketers must enhance
engagement processes by
integrating human capital with
technological tools.

13. #SocialTruth
The Secret Sauce?
Good old human intelligence. Thoughtful, effective
collaboration and business contextualization among
marketing and technology partners breaks down
barriers, assimilates silos, leverages data, engages
targets, reduces waste and increases speed.

14. #SocialTruth

15. Integrating Human Capital
with Technology Tools
#SocialTruth

16. to what your audience is doing through deep SEO research
who is influencing your audience’s activities.
and study influencers, be they reporters, bloggers or friends.
intelligently with customers, prospects, connectors and
influencers by offering substantive content.
audiences driven to that content.
those segments to engage with your most pertinent
information hubs and your sales force.
#SocialTruth
1. Listen
2. Identify
3. Follow
4. Engage
5. Segment
6. Compel

17. #SocialTruth
DIGITAL: Listen & Identify
The Data Capture

18. #SocialTruth
INTELLIGENCE: Follow & Engage
Adding Bands of Human Knowledge

19. #SocialTruth
ADAPTIVE: Segment & Drive
Address and Respond to Real-
time Needs

20. How to Leverage Social
Media to Generate Leads
#SocialTruth

21. #SocialTruth
Identify social
influencers
Example: We might pair “sales
recruiting” with “hiring executive”
to find users who are potential
hiring managers or executives—
company decision-makers.
Iden?fy
users
with
general
interest
in
the
keyword
topics
based
on
social
content
posted.
We
were
able
to
not
only
find
the
most
influen?al
people
but
iden?fy
those
most
likely
to
engage
with
Lucas
Group
Content.

22. #SocialTruth
Social Engagement

23. #SocialTruth
Social Engagement

24. Leveraging Social Data
Using data acquired from social activity,
we leveraged this data to create new
advertising audience segments.
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25. Trending
Lead
Genera?on
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
273
268
242
325
300
317
333
323
309
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26. Q&A
Thank
You!
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27. v
#SocialTruth
Download
the
FREE
eBook
at
Insightpool.com