O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a navegar o site, você aceita o uso de cookies. Leia nosso Contrato do Usuário e nossa Política de Privacidade.
O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
The new B2B purchase journey Search-initiated Social-powered Buyer-controlled
Salesforce.com: our challenges Growing product portfolio to support SMB target: harder to reach with outbound (vs large enterprises) Organic search getting more competitive Paid search getting more expensive Not getting enough early stage interest
The answer: inbound marketing “ Get found.” Brian Halligan, Hubspot
The big B2B convergence Search Search Search Search Social Content
“ What do our prospects care about?” “How can we harvest our expertise to help?” “How can we get this content to market now ?” Search Social Content
A content microsite Search Search Search Personas Theme Topics Process Resources Metrics A content microsite
Goals The Brand Establish Salesforce.com as a thought leader in social business Increase share of voice on our key topics The Business Explode our organic traffic Reduce reliance on PPC Increase form completes Increase revenue from inbound traffic Target early stage prospects that we currently aren’ t reaching Internal Create an Inbound Marketing model that can scale globally
Speed 1 2 3 4 5 6 7 Social Sales Mini Guide Social Enterprise Legacy Created Commissioned Curated Social Sales Revolution eBook 2 eBook/ Slideshare Tweet to Resolution 10 Social Media Vendors Building Social Road Map ROI of Social Media Playing in Social Media Sandbox Social Customer Service Mini Guide eBook 3 eBook 1 Social Selling Roundup Mobile Social Roundup Social Customer Service Round up Social Collaboration Roundup Social Business Metrics Roundup Social Marketing Roundup Weeks Christoph Schmaltz Brad Cleveland Mike Derezin Jacob Morgan Mike Stelzner
The invisible technology behind Social Success
How it’s working… so far (for the month of January) January: non customer traffic +80% year- on-year Traffic from social sites: +300% 70% Of annual target met for newsletter sign ups in month 1 Newsletter open rates 900% Better than our average email 700% above target of eBook downloads set
Balance Prioritization Consistency & Flow Sweat the assets Cross-promotion Keep it on the page Expert Leverage Measure everything What we’ve learned
Next on #SocialSuccess Lead nurturing & scoring programs France Germany Japan New topic sites #SocialSuccess @Cloudforce London May 22 th 2012 http://www.salesforce.com/london Onward & upward