dreamforce 2013 b2b social marketing
TRANSCRIPT
B2B Social MarketingYou Can’t Ignore It Any Longer!
Kristy Grayson, Deluxe Corp., Executive Director, Marketing
@kristygrayson
Kristy Grayson
Executive Director, Marketing
@kristygrayson
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Today’s topics
Why social marketing is necessary for B2B
organizations
Social & the buyer’s journey
Real world social tips that work
Building a social roadmap
Entering the brave new world of marketing
Early Deluxe delivery truck
Why social marketing?
Why social marketing?
92%
57%
8 hours
Of all B2B buying cycles begin online
Make a decision before engaging with sales
Time spent consuming digital content before action is taken
Source: Forrester, 2013
Relevancy – jumpstart a mature brand
comScoreFS (Leading FS company)#Finovate best in show from Day 1?@dashlane, @LearnVest, @ShopKeep, @ckmack, @Deluxe get our votes.
Rajeshj (CTO of Andrea)@Deluxecorp is going to be the frenemy of banks with their bank switching tool #finovate
charlesepotts (Fintech guy)#finovate @Deluxecorp SwitchAgent Bam!
WARobins (WF Exec)#Finovate @Deluxecorp makes Wells the whipping boy 4 SwitchAgent(SM) 2 move Bill Pay…Lots O stats at end
sampasser (VP @communityamercu)Cool to see @Deluxecorp adding to their switch kit offer - this is something everyone has been waiting for #finovate
DP_PSAlliances (Exec ProfitStars)Ready for day 2 at Finovate in New York. Day 1 best of show were @moneydesktop and Deluxe's #SwitchAgent
Social humanizes the brand
People buy from people
Elevates the sales team from
product pusher to insight sharer
Promotes industry dialog
Social & the buyers journey
Social & the life of a buyer
11
Awareness
Consideration
Conversion
No
t re
ady
to b
uy?
N
urtu
re t
he
lead
Retain & Renew
• Reads blog posts• Visits social sites• Attends events
• Searches forums• Reaches out to their network• Researches the web• Attends events• Reads testimonials
• Reaches out to their network• Watches video testimonials• Reads case studies
• Subscribes to blog• Follows on Twitter• User events & best practice sessions
Priming the social enginePersona and lifecycle based content
Target social messages
Thought leadership in groups
Traffic Generated to Blog 351 page views 305 unique visitors
Integrating social marketing
Impact of social influence
22%
22%25%
Web Traffic
Real world social tips
Humor to spread the word
Tell a consistent digital story
Visuals to tell a complex story
Games & interactivity to motivate buyers and sellers
Leverage social campaigns for events
Social ready messages for field sales
Communicate throughout the event
Promote those who are talking about our event
Use social tools for implementation
Select a Marketo Social Application Develop a Marketo Social Campaign
Launch!
Measure for success
Know your advocates
Refer a friend facebook campaign
23% increase in registrations
120% increase in opened emails
500% increase in clicks on event
related Facebook posts
8.6% increase in Twitter followers
635 tweets throughout the
conference
Building a social roadmap
Effective Planning Keep
Focused
Set Goals
DefineStrategy
Develop Team
Develop Content Engine
CreateBuy-in
Review & Revise
Social marketing roadmap
ExecutivesMarketing
Corporate BrandSales Reps
KPIsROI
PersonasEditorial Calendar
Contributors
Small and nimble
Organized & Documented
Wrapping it up – take away
Social marketing isn’t going away Haven’t started your journey yet – do it now!
Follow your buyer’s journey Integrate social as a thread that runs through your content
engine and marketing machine
Learn what’s worked from other consumer & B2B
organizations
Create your social strategy and road map Start small and demonstrate a few quick wins
Measure for success
Kristy Grayson
Executive Director, Marketing@kristygrayson