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How does success on social channels translate into pipeline? It is a question that lots of people are asking, and it's sure to be a hot topic at Dreamforce. In this presentation we are going to talk about how companies are using marketing automation to measure the value of social interactions, the impact social is having on SEO, and the 6 plays we want to add to every campaign going forward to drive incremental pipeline.
Citation preview
Social Transformation = Pipeline
Today’s Agenda
How we generate leads today and the impact of social
Six plays for driving direct pipeline from social channels
Go through a real world example
Traditional Flow For Driving Leads
We Drive Traf!c To Our Site1 Prospects Fill Out a Form2 We Follow Up With Leads3
Friend
Brand
In!uencer
Following
Following
Following
Friend
Following
Friend
Interesting concept
I’ve got a question
Worth reading
Status update
Like +1
This might be helpful
Behavior On The Web [ Pre-Facebook ][ Facebook Era ]
Working on Measuring the Value of Pipeline In!uenced
First Touch Click On An Ad Free Trial Contact Me Downloaded an eBook
Clicked a on Tweet
Watched a Video
Posted a Question
Read a Blog Post
Became a Fan
Liked a Post
Re-Tweeted Salesforce
Tweeted about #DF12
Viewed Presentation
What is the Value of Social Touches?
Registered for an Event
Lead Scoring1
Campaign Attribution2
Personalized Journeys3
Marketing Automation System
Social Is Also Impacting Our SEO Traf"c
Google Is Looking At Social Signals
Yellow bars represent a positive correlation with social. Blue & green bars are traditional SEO
tactics.
+ =
Tactic for Driving Incremental Leads
Six Plays for Driving Pipeline from Social
#3
#1Traf!c is driven to these
channels via Twitter, Facebook, LinkedIn, and SEO
#2Because of inbound links and
SEO, content on these channels has a longer shelf-life
Six Plays for Driving Pipeline from Social
It is possible to by-pass this page, but you can’t tweet the
same offer 30 timesContent decays much faster on these platforms and you don’t
have the bene!t of search
#4
It is possible to by-pass this page, but you can’t post the
same offer 30 times
#6
Pointing to forms on Facebook keeps the experience
consistent, but we don’t have the same tools to optimize for
conversion.Your principal source of traf!c is the # of subscribers and your
ability to fuel the viral loop
#5
Become a Social Campaigns Expert
Big Picture Best Practice Examples for Each The Perfect Post
Views / Quarter1M
__% Quali"ed Leads
Click-Through1.5%
20% Form Completes
__% Close Rate
$__ Avg. Deal Size
Optimization
Promotion
Soft Offer
Con"rmation PageLanding Page
Lead Nurturing
Sales Effectiveness
Sales Follow Up$$$ Pipeline
Content
+Pipeline In!uenced +SEO +Subscribers…
Measuring Pipeline & Conversion
3,000 Leads
$$ Revenue
Click-through rates and form completes are placeholders and will vary
Visits / Quarter250k
__% Quali"ed Leads
Click-Through3%
22% Form Completes
__% Close Rate
$__ Avg. Deal Size
Optimization
Promotion
Soft Offer
Con"rmation PageLanding Page
Lead Nurturing
Sales Effectiveness
Sales Follow Up$$$ Pipeline
Content
+Pipeline In!uenced +SEO +Subscribers…
Measuring Pipeline & Conversion
1,650 Leads
$$ Revenue
Click-through rates and form completes are placeholders and will vary
Starts By Creating One Big Offer
Join Salesforce and HubSpot to learn how you can grow your business with social and inbound marketing!
Watch the Free Webinar
Different Types of OfferseBook, webinar, video or a
combination of the three
Open Up Your AudienceBig questions, product agnostic approach, partners with reach
Traditional Tactics
+
6 Plays for Social
=
#1 Write Blog Posts That are Relevant To Your Offer
#2 Drive Traf"c from Twitter
It is possible to by-pass this page, but you can’t tweet the
same offer 30 times
#3 Drive Traf"c from Facebook
#4 Drive Traf"c from LinkedIn
It is possible to by-pass this page, but you can’t post the
same offer 30 times
5,000+ Registrants
Join Salesforce and HubSpot to learn how you can grow your business with social and inbound marketing!
Watch the Free Webinar
#5 Capture Leads on Slideshare
#6 Turn Your YouTube Video Into an Evergreen Asset
Six Plays for Driving Pipeline From Social
#1
#2
#3
#4
#5
#6
Optimizing Our Content Marketing Funnel
Views / Quarter#
% Quali"ed Leads
Click-Through%
% Form Completes
% Close Rate
$$$ Avg. Deal Size
Optimization
Promotion
Soft Offer
Con"rmation PageLanding Page
Lead Nurturing
Sales Effectiveness
Sales Follow Up
ACV Pipeline
Content
+Pipeline In!uenced +SEO +Subscribers…
![[Pipeline] Inspecting Pipeline Installation](https://img.pdfslide.net/doc/110x75/55cf8d045503462b1391543e/pipeline-inspecting-pipeline-installation.jpg)
