integrating social media with marketing automation
Post on 14-Sep-2014
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Tips and tricks for integrating social media with marketing automation and tying real value, ROI, pipeline and revenue to your social media efforts.TRANSCRIPT
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Sweet Leads Are Made of This: Integrating Social Media With Marketing AutomationJason Miller, Sr. Manager Social Media Strategy@JasonMillerCA
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Jason MillerSubscribe to blog.marketo.com
@JasonMillerCA
1. Worked in the music industry for 12 Years2. Concert photographer & music blogger3. Played in a “Hair Metal” band and released two
records.4. Guns N Roses retweeted one of my Marketo blog
posts.
Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Easy.Powerful. Complete.
Marketo makes
Marketing Software that is
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Your Philosophical Approach to Social is Killin’ Me
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ROI of Social is No Longer a Mystery
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A Few Presumptions
• A basic understanding of marketing automation.• You are already using social media for business.• You have content.• You are ready to prove that social works for lead
generation.
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70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.
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You Better Have Content that Answers Their Questions.
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Social Media Leads Do Not Come in a Box
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All Leads are NOT Created Equal
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But, Social Leads are NOT Ready to Buy
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But who is ready?You got them to the dance
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Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early (4.1.1 cadence)• Mid and Late• Customer
2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
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Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to Sales
Pass to Sales
Fit Interest Buying Stage
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Behavioral Scoring: Examples
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Latent Behaviors (Engagement)
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8
Active Behaviors(Buying Intent)
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Stars and Flames show priority
Full list of Interesting Moments
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Processes at scale
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You Would Have Better Luck Finding…..
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Re
ach
& E
ng
age
me
nt
Soci
al Li
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Soci
al Li
ft
Soci
al Li
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Soci
al Li
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Soci
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Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al Li
ft
Events
Making Every Campaign Social
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Five Essentials for Success
Inbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates
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Inbound + Outbound = Awesomeness
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The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
Do This Not This
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Content Fuels Social AND Marketing Automation: So ……….Repurpose, Repurpose, then Repurpose Some More
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Social Signals Influence Google
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Leverage Your Employees & Advocates
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Are You Ready to See Something Amazing?
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Twitter for Lead Generation
• Combination of search & timeline campaigns
• $109k invested• 2,995 Prospects• $ per Prospect: $37
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Lead Gen Cards Synched to MA
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Wait for it……
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The Seventeen Thousand Dollar Tweet
First Touch Tweet!
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Prepare to Have Your Mind Blown
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The Forty Thousand Dollar Facebook Post
First Touch Facebook!
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A Social Media Marketing Badass
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And the Award Goes to:
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Does Facebook Work for B2B Lead Gen? Hell Yes!
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• Current active opportunities – specific contacts
• Marketing executives at Target Enterprises
• Key bloggers, reporters, and analysts
• Fans of complementary solutions and competitors
Heavy focus on Mobile Feed
Facebook Custom Audiences – the biggest thing in Facebook since company pages
Page 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Does Facebook Work for B2B Lead Gen? Hell Yes!
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Raising Affinity for the Big Delivery
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Optimizing Your Facebook Page
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Facebook for Lead Generation
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Which Social Channel Provides the Highest ROI? (Goes to Eleven)
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Slideshare: The Sleeping Giant for Lead Generation
• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to
date
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How About Some Free Links? Yes Please.
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How About Some Free Links? Yes Please.
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Give Your Content a Fighting Chance with Google Authorship:
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Research data, funny videos, curated lists, infographics, thought leadership
Types of Content
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
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Research data, funny videos, curated lists, infographics, thought leadership
NO
YES
MOSTLYNO
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late Stage
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Short Forms Outperform Long Forms
Short (5)Conversion: 13.4%Cost per: $31.24
Medium (7)Conversion: 12.0%Cost per: $34.94
Long (9)Conversion: 10.0%Cost per: $41.90
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The Perfect Social Landing Page
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The Rise of Visual Content
328,000 views!
17,000 views
Word
s
Visual
eBook Interactive Infographic
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Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
Company to Buyer: 33% Trust
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Turn on the Power of Peer to Peer
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Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
Coloring Book Results• 289 participants
shared• 354 registered
downloads• 19.8% increase in
registered downloads
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Incentive
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Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
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Additional Resources
The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM
Optimize Your Social Channels for Lead Generationhttp://www.marketo.com/ebooks/how-to-optimize-your-social-channels-for-lead-generation/