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7 Tactics For a Bad-ass B2B Social Media Strategy
1.
7 Tactics for
a Badass B2B Social Media Strategy Jason Miller - Marketo @JasonMillerCA © 2012 Marketo, Inc. Marketo Proprietary and Confidential
2.
Revenue Performance Management
Leader • Powerful and easy marketing automation, lead nurturing, and lead scoring • Cloud-based solutions to help enterprises of all sizes: • Expand lead flow • Increase sales effectiveness • Optimize sales and marketing investments • >2200 customers; 130% YOY growth • Fastest growing SaaS vendor #28 Most Promising #1 Fastest Growing Marketing Solution Best Marketing Best Marketing and Company in America Private Silicon Valley Co. Winner Solution Sales 2.0 Solution Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
3.
Why Social?
• 50 – 70% of the buying cycle is now completed before customers ever engage with a sales person • 56% of B2B marketers acquired new customers using social media in 2011 • 70% of marketers now use social media as part of their marketing strategy. Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
4.
Page 4 © 2012
Marketo, Inc. Marketo Proprietary and Confidential
5.
Three Essentials for
Success • Inbound is not Enough • 4-1-1 Rule • Content is still king Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
6.
#1 - Your
Corporate Blog: The Motorcycle Club Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
7.
#2 – Repurpose,
Repurpose, then Repurpose Some More Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
8.
#3 – Rev
Up Your Twitter Campaigns • Organic + Promoted tweets • Leverage employees and advocates • A/B test, measure and optimize Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
9.
Twitter for Lead
Generation • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
10.
#4 – Add
Some Nitrous to Facebook • Visual is vital • Breaking through EdgeRank • Tying it back to your offer Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
11.
Page 11 © 2012
Marketo, Inc. Marketo Proprietary and Confidential
12.
Don’t Take Yourself
Too Seriously Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
13.
#5 – Kick-start
Your Presentations with Slideshare • Demonstrate your expertise • Attach to something bigger • Use both paid and earned media Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
14.
Slideshare for Lead
Generation • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
15.
#6 – Tune
Up Your Linkedin Presence 1. Optimize Business Page 2. Optimize Individual Employee Pages 3. Utilize Groups, Linkedin Today, Newsfeed Page 15 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
16.
#7 – Peer
to Peer Recommendations Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
17.
© 2012 Marketo,
Inc. Marketo Proprietary and Confidential
18.
Test & to
Measure Effectiveness and Lift Data Tune With Social Funnel Metrics Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
19.
Bonus Tactic -
YouTube for Lead Generation 1. Optimize Your Channel 2. Optimize Individual Videos 3. Encourage Comments and Subscribers Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
20.
YouTube for Lead
Generation Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
21.
Download the Optimize
Your Social Channels for Lead Generation eBook: http://bit.ly/Marketo-eBook Thank you! Jason Miller Social Media Strategist @JasonMillerCA @Marketo © 2012 Marketo, Inc. Marketo Proprietary and Confidential
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