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Using Intent Datain Your Marketing
Automation Platform to Convert More Leads into
Customers
Heading into 2017, lead quality remains the
number one challenge in B2B Marketing.
There’s no shortage of technology you can use in the name of getting more qualified leads
to your sales team and SDR team. They may fit within category names such as lead
generation, data enrichment, accountbased marketing or predictive analytics. At their
core, all of these technologies are about giving you the right data and insights to
identify your target audience and focus your resources on the right buyers.
Yet, most of us today are still struggling to reach the right buyers. According to research
from Vorsight, at any given time, only 3% of your market is actively buying.
While there’s all kinds of data you can acquire to facilitate demand generation, in this e
book, we want to highlight one type of data – intent data gleaned from socia lmedia
conversations – and show you why this type of data is particularly powerful in solving your
lead quality challenges.
We’ll talk about what makes intent data from social media conversations different and how
you can utilize it to identify inmarket buyers, improve campaign performance, conversions
(i.e. leadtoopportunity rate) and revenue.
Get answers to the following questions:
1. How does intent data gleaned from social media conversations fit into B2B
demand generation?
2. How can I add this type of data into my marketing automation system?
3. Once this data is in my marketing automation system, how do I use it to increase
conversions and sales velocity?
4. How do I measure success and ROI?
I. How does intent data fit into B2B DemandGeneration?
Data is the most important ingredient in demand generation programs. There are three types
of data you can use to predict the interest level of a prospect or buyer.
1. Fit: Is this prospect a good fit for your product or solution?
2. Engagement: Has this prospect engaged with your website and your content?
3. Intent: Is this person potentially intending to evaluate your product? Intent is
inferred based on observable actions such as visits to your competitor’s website,
google searches on relevant keywords to your product, visits to software review
sites, and social media conversations about relevant topics in your space.
How do social media conversations help meunderstand buying intent?
By this point, all of us are providing a lot of information about who we are as professionals
through social networks in real time. In a quick sweep through someone’s social media
profiles, you can see their professional interests, whom they’re connected to, the influencers
they follow, the brands they follow, the topics they’re interested in and more. B2B buyers
post articles, interact with brands, influencers, and tweet about the events and conferences
they attend.
According to recent LinkedIn reports, B2B buyers seek insights and conversations with
vendors on social media. In fact, 2 in 3 are open to connecting with a new vendor and 3 in 4
are ready to have a conversation with a new vendor on social media.
What makes social media conversations useful is this:
They help you identify interested prospects earlier in a buying cycle,before they come to your website and before they open your emails.
Here are some examples of useful buying signals you can glean fromsocial media conversations:
Interactions with your brand
Followers of your company page on Twitter or LinkedIn are choosing to subscribe to your
content. This action is similar to a blog subscriber.
Those who want to start a conversation with you will reply to your Tweets or comment on
your LinkedIn posts.
A mention of one of your executives could be a segue to start a conversation.
Someone who clicks on a link in a Twitter post and downloads content is interested in
related content.
Interactions with competitors
Someone who just followed one of your competitors is likely entering a buying cycle.
Someone who shares content from your competitors is likely interested in related content
from you.
Interactions with influencers
Someone who just shared a post by an influencer in your industry is endorsing their
content and is likely interested in related content from you.
Interactions around events/industry conferences
People who are attending events in your space and tweeting about their event experience
are potentially good prospects for your business.
At this point in time, marketing automation platforms are only listening for actions later in a
buying cycle. They are set up to track visits to your website and your landing pages, opens
and clicks on your emails, but they are blind to all the social actions your leads are taking
outside of your owned channels.
We’ll talk about specific strategies and tactics later in this ebook. But for now, let’s take a
look at how to integrate this type of data into your marketing automation system.
If you're not adding intent data gleaned from social mediaconversations in your marketing automation system, you'remissing a big piece of your customer's buying journey.
II. How can I add intent data from socialmedia conversations into my marketingautomation platform?
There are two types of intent you can capture:
1. Push: You can track how people are interacting with the content your
marketing team is pushing out on social networks.
2. Pull: You can also track organic social media activity created by prospects on
their own which may be relevant to your marketing and sales team. These
include the examples provided in the previous section.
1. Push content on social
If you are using a social media management platform to schedule your content, youcan track engagement with your content. Some of the most popular social mediamanagement platforms today let you update your marketing automation platform with
precise lead source information, including:
If you’re running social ads (e.g. LinkedIn Sponsored Posts or Facebook BoostedPosts), you track your ads by tagging each link with a UTM parameter. This way, you’llbe able to see which leads converted as a result of any ad in your marketing automation
platform.
When you pull a report in your marketing automation platform (like “Weekly New Marketing
Qualified Leads by Acquisition Program”), you can see how many leads have been
generated by a specific ad or campaign by filtering on the specific UTM parameter in the
“original referral” column.
If you run a social demand generation campaign with Socedo, Socedo willautomatically sync new leads into your marketing automation system and mark
“Socedo” as the lead source. We will give you tracking pixels to add to your conversion
pages so that you know exactly how many leads have converted as a result of your
campaigns.
Which social network a lead came from
Their social profile, including URL
The campaign the lead engaged with
The link/URL she clicked, timestamped
Whether or not that lead converted on your website
This data gets written onto individual lead records in your marketing automation platform
as new data fields. You can use these fields to set up workflow triggers and put leads into
dedicated lists for nurturing and remarketing purposes.
2. Organic social media activities created by yourexisting leads
Capturing organic social media activities around your space will help identify warm leads in
realtime and give you the right context to inform your messaging.
For example, if someone in your database just tweeted about #DF16 (the conference
Salesforce puts on), and your company is sponsoring Dreamforce, you can create a
campaign to reach out to those who tweet about the conference and drive them to your
booth with a special offer.
Socedo provides a Lead Acceleration solution that connects to your marketing automationsystem and matches your leads to their social media profiles. From there, Socedo collects
historical and realtime social activities on Twitter handles, keywords and hashtags you want
to monitor to pick up buying signals and intent from leads in your database.
These social actions are added to lead records in realtime. Specifically, the data is stored in
the lead’s Activity Log, so that you have every new and historical relevant social action taken
by that lead.
III. How do I use this data to increaseconversions & sales velocity?
Once you've added this type of data in your marketing automation platform, you can use your
existing marketing channels with a new level of precision to land more deals and shorten
your sales cycles. Here are a few places to get started:
1. Social Media Attribution
2. Lead Nurturing
3. Content Personalization
4. Lead Scoring
Want to read more?
Download the rest from ourwebsite: http://bit.ly/2kdNevY
About SocedoSocedo's mission is to bring social leads to every business in the world. Our platformdelivers dynamic intent data from the social web to create a 360 degree view of prospectsand target accounts, delivering more timely engagement and higher conversion rates.Socedo integrates with leading marketing automation and CRM systems including Marketo,Hubspot, Oracle Eloqua and Salesforce CRM.
Learn more about www.socedo.com