marketing cloud: b2b social media - hubspot...marketing cloud: b2b social media: jeffrey l. cohen,...
TRANSCRIPT
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Marketing Cloud: B2B Social Media:
Jeffrey L. Cohen, Salesforce Marketing Cloud, Manager of Content Marketing
@JeffreyLCohen
Kipp Bodnar, Hubspot, Director of Marketing
@KippBodnar
It’s Not as Different as You Think
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Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service
availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future
operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of
our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service,
new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions
or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers
and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees
and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and
utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is
included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures
are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be
delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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#inbound12
KIPP BODNAR @kippbodnar
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#inbound12
JEFF COHEN @JeffreyLCohen
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We wrote The B2B Social Media Book. amzn.to/b2bsm2
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#B2BSM
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Your opportunity to shine
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60% of the sales
cycle is over – before a buyer
talks to your salesperson.
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
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B2B>B2C
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Relationship based sales
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Already have the expertise
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Confirm customer personas
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People to People
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Closed Millions In Sales From Online Leads ROI – 2800%!
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B2B Myths Busted
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@KippBodnar
Marketing is an asset NOT an expense.
Tweet This!
#B2BSM
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B2B SOCIAL MEDIA IS ABOUT REACH BUILDING
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The Social Web Rewards Reach
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@JeffreyLCohen
B2B companies should obsess about building reach as much or MORE than B2C companies.
Tweet This!
#B2BSM
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Social reach is the new word-of-mouth referral engine
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Share lots of links
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The shelf life of a social media link is
3 hours.
BITLY, 9/2011
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THE
10:4:1
RULE
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THE
10:4:1
RULE Links to third-
party articles
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THE
10:4:1
Links to company
blog posts
RULE
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THE
10:4:1
Link to a company
landing page
RULE
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B2B SOCIAL MEDIA IS ABOUT SELLING
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@KippBodnar
Your goal shouldn't be to buy leads. Your goal should be to buy customers.
Tweet This!
#B2BSM
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73% of CEOs
don’t believe marketers
drive revenue.
FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
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Leads fix the problem
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1 List Track Mailer
Traditional Lead Gen Campaign
ROI
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1 Tweet Form
Landing
Page
How Social Media Leads Happen
Lead
Like Blog
Post
+1
Product
Page
Home
Page
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Place Calls-To-Actions Everywhere
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Improve and Iterate
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B2B SOCIAL MEDIA HAS CLEAR ROI
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@KippBodnar
If you can’t count it, why do it?
Tweet This!
#B2BSM
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Math Ahead
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TLV-COCA COCA
= ROI (%)
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Total Lifetime Value
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Cost of Customer
Acquisition
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First-Action Attribution: User Clicks Link on Twitter
Reads Blog Post
Signs Up For Webinar
Attends Sales Call
Looks at Product Page
Buys Product
Last-Action Attribution: Clicks on a PPC Ad
First- Vs. Last-Action Attribution
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10K-3K 3K
= 233%
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B2B SOCIAL MEDIA IS ONLY ONE PIECE
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@JeffreyLCohen
Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.
Tweet This!
#B2BSM
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Trade shows are social too
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GOAL: Use Social Media To Promote Offline Events
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5,000 T-Shirts
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RESULT: 235% Increase in event tickets distributed and 95% redeemed
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THE BEST TIME EVER FOR MARKETERS
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@KippBodnar
Master B2B Social Media with reach, lead gen, data and integration with offline activities.
Tweet This!
#B2BSM
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The Pot of Gold
http://www.flickr.com/photos/tao_zhyn/442965594/
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Prove the CEO Wrong
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You’re the Star
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THANK YOU