1. Keeping Your Stories Straight:
Aligning Social Media and Content
Marketing Strategies
@ardath421
Ardath Albee
CEO & B2B Marketing Strategist
Marketing Interactions, Inc.

2. About Ardath Albee Clients include:
Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut
27 years of business management & marketing leadership
Author of eMarketing Strategies for the Complex Sale
Industry Speaker, Workshop Leader, Blogger
Top 50 Marketing & Sales Influencer 2012
Obsessed about helping B2B companies use eMarketing
strategies & contagious content platforms to turn prospects
into buyers.
Believes buyer personas are the key foundational tool for every
content strategy.
www.marketinginteractions.com
@ardath421

3. Conversation Starters
73% of IT Decision Makers want to discover ideas
they can share and discuss with colleagues. IDG

4. A Few Things About Humans
Negative outweighs
Positive
Layering is the basis
for Vision
Experience must
match Expectation
Immediacy is driven
by Reward
Engagement
requires Reciprocity

5. Going Au Naturel
Nurturing programs are
not defined by your
database.

6. Gain Reach With “Natural Nurturing”
Your Database Has Limits
Search
Get Found
Email for
Tweets Press Release Nurturing
Articles
Blog
Lead
Posts
Database
Connected Conversations LinkedIn Status/Groups
and Content Pathways Offers for
Lead Generation

7. Orchestrate Progression
Buyer clicks link in Lands on featured Clicks link to white
Tweet article on website paper mentioned
Sees webinar on
Reads blog post, Downloads white
related topic
subscribes and paper and clicks on
promoted in blog
Tweets link to post link to blog post
feed
You follow up with
Registers to attend Asks a great
the answer and
webinar question at the end
conversation begins

8. Why Consistency Counts
It’s up to you to connect the dots for your prospects.
They will not do it themselves.

9. Channel Consistency is Critical
Twitter Website Blog
3 new widgets for How access to colleagues
We’re the leading
#collaboration in 2013 and data powers
#ourcompany + link provider of… productivity
Our SaaS #collaboration
Our X solution won Improve your customer
tools increase productivity
by 30% - check it out + link
another award! satisfaction with presence
We just released a mobile We added 37 new Shorten your time to
app for secure doc customers this revenue with project
#collaboration + link month workspaces
Product Focus Company Focus Customer Focus

10. Think “Hubs”

11. Email
Twitter
Facebook
LinkedIn
Google+
WOM
Gain “Earned” Triggers
#1 for use & influence is information supplied by a peer/colleague

12. Engagement Is Your Compass
• Audience Use this data
• Topics to inform
marketing
• Channels program
• Content design

13. Thank You!
Ardath Albee, B2B Marketing Strategist
Marketing Interactions, Inc.
Web: www.marketinginteractions.com
Twitter: @ardath421
Blog: http://marketinginteractions.typepad.com
Free Persona Tool
www.upcloseandpersona.com

14. Paige Musto
Sr. Manager, Public Relations & Social Media
paige@act-on.net
@PR_Maven
www.act-on.com | @ActOnSoftware | #ActOnSW

15. Embracing the New Speed of Business
• Growing use and adoption of mobile & social
• Multiplication of communication channels
• Increased transparency; always-on
• Greater accessibility to customers & prospects
KEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience
www.act-on.com | @ActOnSoftware | #ActOnSW

16. Is Agile Marketing Right for Me?
• Outgrown a static annual plan
• Experiment + variety
• Big data, analytics, & KPIs
• Individuals & interactions
supersede target markets
• Collaborate and unify teams
KEY: Unified front at all touch points – continuously adjust to changing conditions
www.act-on.com | @ActOnSoftware | #ActOnSW

17. Metrics for Social Media’s Contribution
• Total # of leads
• Volume and share of voice
• Engagement
• Frequency of hashtag used
KEY: Many pieces of the puzzle fit together to build the bigger picture
www.act-on.com | @ActOnSoftware | #ActOnSW

18. Building a Calendar Workflow
Master Campaign Calendar
Content Marketing Calendar
Social Ed Calendar
Share
KEY: Interrelated content that complements and supports your strategy
www.act-on.com | @ActOnSoftware | #ActOnSW

19. Review
• Embracing the New Speed of Business
• Is Agile Marketing Right for Me?
• Metrics for Social Media’s Contribution
• Real World Example
• Building a Calendar Workflow
www.act-on.com | @ActOnSoftware | #ActOnSW