How to Build Your Sales Pipeline with Social and Emerging Media

Moderated by: Laura Horton Marketing Manager, Pardot

Panelists

Courtney WileyDirector of Digital Marketing

Chris UschanDirector of Online Marketing

Rob MacEwan Managing Director

Chris Uschan

Everybody’s Doing It

B2B Social Media in PracticeProduct/CommunityAwareness, Expertise Conference 2.0TM

Engage365 / EventCamp

Content Marketing &Lead GenerationReach, Nurture Connect w/ Thought leaders

(Twitter, Lists, Groups, LI) Content Hub (blog) Bi-Monthly Emails

Advice & Resources Strategy/Plan

Commitment (Time, Length, Execs)

Support Biz Objectives Listen/Participate

Build relationships Learn

Try – Fail – Try Measure, learn, adapt Can’t do everything Pick a few, do them

well!

Junta42 SmartBriefs Hubspot Chris Brogan MarketingProfs.com WOM - Andy Sernovitz New Marketing –

David Scott Made to Stick –

Chip Heath Groundswell -

Forrester My Peers - Events

Courtney Wiley

Social Media for B2B is the “New Normal”

33% visit social media sites to engage in research before making a purchasing decision.

47% say social media sites influence their decision to purchase from a specific company.

26% have changed their minds about a purchasing decision after reading peer comments on a social media site.

B2B Marketers to Boost Spending

How We Use Social Media for B2B Twitter, LinkedIn

Search + connect to attract analysts, prospects, PR connects, customers Establish business partnerships with like-minded organizations Be everywhere all the time with hashtags and schedulers Customer care inquiries, requests Go deeper with RTs, @ mentions. “INgage” on a 1-to-1 level

Online Community and Chat Find new customers through friends, provide micro-groups Integrate social media results in search engines Leverage Pardot data for immediate chat sessions

Facebook “Like” customers and prospects, engage by leaving messages Broadcast solution videos Use photos to show off company culture

YouTube Connect videos with landing pages Increase search engine ranking + brand recognition

Social Bookmarking Sites Generate exposure for brands, tag appropriately

Email marketing, prospecting via Pardot Include social media channels on all outgoing emails, track links Use new Pardot feature to quickly research prospects

Attract. “INgage.” Reward. Repeat.

1. Drive qualified traffic

2. Generate net new leads

3. Increase loyalty

Cost Savings Case StudyINgage Networks has identified $10,000 per employee in cost savings and potential revenue

AVAILABLE ONLINE at http://www.ingagenetworks.com/case-studies

Rob MacEwan

Engaging Social Media Users

It’s not about selling – It’s about engaging

Partners – Build your brand

Thought Leaders – Learn from them

Peers in Other Industries – Get referrals

Competitors – Listen, Advance the Industry

Customers – Promote them, Help them

It’s Not Working!

Most B2B Customers aren’t there Be Patient Incorporate Social Content on your Site

Payoff is Longer Term Figure it out now Develop Success Measurements

Don’t get distracted Focus and keep relevant Keep doing the regular stuff

Action Items

Call to Action Link to your landing pages and forms Track your links to your content

Do Everything Let users pick the type of content they want Blog, Video, Whitepaper, Email, Seminar

It’s just another touch Use other reliable methods to keep dripping

Keep in Touch

Rob MacEwen - Audaxiumrob.macewen@audaxium.com@robmacewen

Chris Uschan - Omnipresscuschan@omnipress.com@chrisuschan

Courtney Wiley - Ingage Networkscwiley@ingagenetworks.com@wileyccoyote