Qualified lead generation, which is the holy grail of B2B marketing, is being reinvented by online tools. Traditional outbound marketing relied upon scatter-shot techniques like advertising, direct mail, and events to attract prospects. Today, search engines and social networks have evolved this process into a much more targeted and conversation-focused approach. Today's new breed of effective lead generation combines keyword optimization and link-building strategies (inbound marketing) with strategic participation in social networks (outbound marketing). Result: social media and search engines can deliver qualified leads at a dramatically lower cost than traditional means. These new approaches to lead generation require more active participation by marketing organizations than in the past, but the payoff is in higher quality leads, faster closing times, and less waste. This presentation covers: *The power of long tail search optimization *How to identify prospects who are seeking your products and services through public social networks *How analytics and social CRM can dramatically improve lead quality *How to target messages to reach prospects at the optimal point in the sales cycle

1. Marketing And Lead Gen
With Social Networks
Paul Gillin
Profitecture
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer

2. Benefits of Social Authority
FACT: Every day, more and more individuals and organizations are engaged
in social media. Many are already building and refining their social value ...
getting out in front of the curve. That means your customers, prospects,
partners, industry gurus and competitors are likely to be engaged in
conversations you are not – and defining and increasing their social value.
Stages of social media engagement
Stage: Ignore Watch React Engage Leverage
Description Unaware or aware Aware and seeking Actively consuming Building Social Integrate social
but don‘t see value value information Authority media into marketing
and communication
Consuming plans
information
Social Media Activity • No activity • Join social • Like/Dislike • Share content • Integrate into
networks • Share • Initiate posts events
• Read content • Comment • Contribute case • Networking and
• Engage clients studies nurturing
• Engage clients relationships
• Engage clients
Sweet Spot

3. What and Who You Know
is No Longer Enough
• Social Authority is developed when an
What you know individual or organization is recognized
as an expert in a given topic or field.
What you’re Who you know • Social media provides the platform for
known for
thought leaders and experts to establish
social authority regardless of budget
constraints or available marketing
Who knows you
resources.
Source: The Social Value Cycle by Paul Doyle
• Social Authority is obtained by regularly
participating in online conversations and
contributing valuable information in an
honest, genuine approach.

4. Social Marketing Boot Camp for Business Partners
What it is…
Increase in 2011 Spending by B2B Firms
• A series of 8, coaching sessions to enable
Midmarket BPs become more effective in their
Online Content
social selling efforts
• Helps participants boost their social Mobile
authority, broaden their reach to influence
SEO
search results
How it helps you… Social Media
• Educates BPs on foundational elements of SEM
social marketing
Online Video
• Coaches on IBM and industry best practices
• Develop your online eminence to showcase E-mail marketing
your expertise
Display ads
• Transform your firm‘s traditional marketing into
a social marketing engine Other
• Expands your reach to identify more leads 0% 10% 20% 30% 40% 50%
Source: Google survey of 600 B2B marketers
Learn More at http://ibm.co/IBM_SMBC

5. Flipping the Funnel
Respond &
Iterate
Invite
Engagement
Listen
Go Where the People Are
5

6. The Funnel Has Been Flattened
Source: Monitor

7. Where You Gonna Stay?

8. Social Media is Not Just Another
Channel For Your Message…
It‘s a Conversation

9. Just One Guy
Estimated monthly visitors: 73,000
Google Indexed pages: 5,970
Alexa ranking: Top .15%
Linking domains: 13,085
Twitter followers: 7,336
New York Times citations: 338
Computerworld citations: 360
InformationWeek citations: 169
Newsletter subscribers: 150,000

10. Giving to Get
Clickable’s Gurus
Goal Generate Leads
Tactic Build awareness by sharing
domain knowledge
Metrics Unique visits; Online
mentions; Referrals;
Conversions
Results 2,000% increase in site
visitors
300% jump in buzz index
50% increase in customers
400% increase in ad
billings

11. Explaining Insurance in 30-sec. Spots

12. New World Prospecting
INBOUND OUTBOUND
SEO Bottom-up lead gen
Blogs Enhanced lead
qualification
Twitter
Multiple points of
Content Premiums
engagement
Word of Mouth

13. Why Search Matters
• Your press releases reach people directly
• So does all the content on your website:
– Podcasts
– Videos
– Newsletters
– Blogs
You are now
the media
Source: Mike Moran

14. Did You Know?
• The top 25 Google results for ―personal
computer‖ only include one PC maker?
• Links from .org, .edu, .mil and .gov sites
significantly improve your search
performance?
• The #1 search result for ―click here‖ is
Adobe Reader?
• The more often you update your website,
the more often Google visits it?
• Wikipedia is one of the most valuable link
sources on the Internet?

15. Choose “Just Right” Keywords
• Don‘t target keywords that are ―too hot‖
(they multiple meanings or are poor
matches for your site)
• Avoid keywords that are ―too cold‖—too
few searchers look for them
• Use the language the searcher uses: An
Italian tour operator targets ―milano tours‖
but Americans say ―milan tours‖
• Walmart calls them ―associates,‖ but
everyone else calls them ―employees.‖
• A computer maker thinks ―notebook‖
sounds classier than ―laptop,‖ but
customers don‘t.
• Someone looking for ―lodging‖ seeks
something different than someone
searching for ―hotel.‖
Source: Mike Moran
15

16. Keywords Everywhere
Inflow has keywords
in both the domain
and the page title
The word “inventory” appears four times on the home
page and in every page title on the site.
The site description and meta tags reinforced that this
site is about inventory management

17. But There’s More
Magazine
Image “alt” tags feature is a
repeat keyword valuable
inbound link
Social sharing
enhances legitimacy

18. How Do Search Engines Value Links?
 The most links
 From the best sites
 With the right anchor text PageRank is Google‘s
name for its page factor
ranking
Source: Mike Moran

19. Even Anchor Text Matters
Click here
Or
Small business inventory management
Both can link to the same page, but the second
link is more descriptive. If it links to you, it
improves your ranking for that search term.

20. Blogs Generate 97% More Links
Source: HubSpot

21. Which Lowers Cost Per Lead
2011 State of Inbound Marketing Study

22. Lead Gen Excellence
• 73 blogs
• 17 bloggers
• 600% jump
in leads
• Top quality
―Get engineers talking to engineers and get everyone
else out of the middle.‖
Rick Short, Marcom Director

23. Cycle of Engagement
Search Blogs
Social
Apps
Networks
Forums

24. Mainstays of Social Networking
“2011 State of Digital Marketing”
Webmarketing123, Nov., 2011

25. The Power of 130
The average Facebook member has 130 friends, who each
receive notifications of their network’s Facebook activities

26. It’s Personal
•LinkedIn began as a job-finding site.
•It‘s impossible to interact on LinkedIn
as anything other than an individual.
•Personal profiles are the core element
of the network.
•People are more promiscuous on
LinkedIn than on Facebook, but less
promiscuous than on Twitter.
•The greatest prospecting value of
LinkedIn is finding decision-makers.

27. LinkedIn Is Where Professionals Gather

28. And Ask Questions
(Are You
Answering?)

29. All You Have to Do is Listen

30. Build Business Credibility
• Ask and answer questions
• Join relevant groups
• Start and continue discussions
• Connect with people in your group
• Share your links, blogs and ideas
• Validate your expertise

31. Oh, the Things That You Know!
March 30 April 4
April 9
Prospect reaches website Prospect responds to e-mail
Prospect attends
through search query "small invitation for "Choosing Small
webcast, stays 45 minutes and
business accounting," views Business Accounting Software"
submits a question related to
four pages and subscribes to webcast 30 minutes after e-mail
legal practices.
newsletter. is sent.
April 10
April 12 Prospect clicks link in webcast
Prospect downloads trial summary e-mail to visit product
version of your small business description page. He
accounting software for legal downloads PDF of product
practices. brochure about software for
legal practices.

32. New Life for Old PowerPoints

33. Bonus Views for Snapshots

34. Even Spreadsheets

35. Content Need Never Die

36. How Emerson Has Done It
Source: Jim Cahill

37. Big Digital Footprint
Pictures
Podcasts
Presentations Videos
Source: Jim Cahill

38. Twitter Is an Ear to the Ground
Source: Jim Cahill

39. And the Leads Come In
―I have an e-mail
on my wall from
a company that
asked us to bid
on a nine-figure
deal next to a
sign that asks ‗Is
there any value
in blogging?‘‖
Jim Cahill
Blogger, Dir. Of Social Media
Emerson Process Experts

40. Social Marketing Bootcamp for Business Partners
What it is…
Increase in 2011 Spending by B2B Firms
• A series of 8, coaching sessions to enable
Midmarket BPs become more effective in their
Online Content
social selling efforts
• Helps participants boost their social Mobile
authority, broaden their reach to influence
SEO
search results
How it helps you… Social Media
• Educates BPs on foundational elements of SEM
social marketing
Online Video
• Coaches on IBM and industry best practices
• Develop your online eminence to showcase E-mail marketing
your expertise
Display ads
• Transform your firm‘s traditional marketing into
a social marketing engine Other
• Expands your reach to identify more leads 0% 10% 20% 30% 40% 50%
Source: Google survey of 600 B2B marketers

41. Thank You!
Paul Gillin Site: gillin.com
508-656-0734 Blog: paulgillin.com
paul@gillin.com Twitter: pgillin