Upload
artillery
View
1.883
Download
5
Embed Size (px)
DESCRIPTION
When properly implemented, social media can help B2B companies develop early-stage prospect relationships, nurture leads, speed up the sales cycle and deepen customer relationships.
Citation preview
!"#$%&'()"*)%&+))&
,,,-.$%&'()-/).
012"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
*;?"@;)A8>"6"B'$>" C
@)/9$8".'>9$"9<";'%'"()"<($?-
!7>5",;98'"/)7<A.'%".$%&'('%<".$?";$='"($&'7"(;'"8'$>"97";$%7'<<97:"9(<"D),'%5"E3E"
!<">9</A<<'>"97"5"E3E"+A?'%<"$%'"<D'7>97:"$"8)(".)%'"
F
G9&'"9(")%"7)(5"<)/9$8".'>9$"D8$?<"$";A:'"%)8'"97"(;'"7',"E3E">'/9<9)7F.$&97:"D%)/'<<-"!<""$"E3E".$%&'('%5"?)A"7''>"()"8'$%7"()"8'='%$:'"
H;9<":A9>'"<;),<"?)A";),"()"A<'"<)/9$8".'>9$"()">%9='"7',"+A<97'<<"$7>"%'='7A'-"*;'(;'%"
<)/9$8".'>9$"D8$75"(;9<":A9>'"9<"?)A%":)F()";$7>+))&-"
)I"<)/9$8".'>9$")DD)%(A79(?")A("(;'%'-"
0J2"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
K$%("L7'
*;$("9<"@)/9$8"#'>9$"$7>"*;?"M)'<"#?"EA<97'<<"N''>"6(C
0O2"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
E'/$A<'"D%)<D'/(<"$%'".)%'"89&'8?"()"/89/&F(;%)A:;"()"(;9%>FD$%(?"%'=9',<")%"+8):"
F
P,;9/;"97"(A%7".$&'<"<)/9$8"/)7('7(".)%'"
(;'9%",$?"()"?)A%"/).D$7?",'+<9('5"(;'?",988"(?D9/$88?"/)7($/("?)A%"/).D$7?")78?",;'7"
,$?5"<)/9$8".'>9$"8'$><"D%'<'7("$"A79QA'"8'$>"7A%(A%97:"/;$88'7:'5"$7>"$";A:'")DD)%(A79(?"
.$%&'('%<"&''7"()"+A98>"+%$7>5"+ARR5"$7>"$,$%'7'<<"S"$7>":'7'%$('"8'$><"S"$%'"
D%)<D'/(<-"6("<($%(<"+?"<;$%97:"%'8'=$7("
/;$77'8<"+'I)%'"(;'?"'='%":9='"?)A"(;'9%"7$.'<-"H;'<'"/;$7:'<"$%'"$8%'$>?";$=97:"
/;$88'7:'-
TH;'"@)/9$8"H'/;7):%$D;9/<U"LI"EA<97'<<"EA?'%<V"%'D)%(-
"
K$%("L7'"*;$("9<"@)/9$8"#'>9$"$7>"*;?"M)'<"#?"EA<97'<<"N''>"6(C
E'I)%'"W)):8'5"(;'"D%9.$%?",$?"$"D%)<D'/("
+?"'7:$:97:">9%'/(8?",9(;"$"<$8'<"D'%<)7-"
(%$>'<;),<5"KB"$7>"D%97(".'>9$-"M9%'/(".$98"
$88"7',"8'$><"S";)(")%"/)8>"S"()"(;'"<$8'<"('$."I)%"I)88),FAD-"
/).D$79'<"<($%('>"()"I)/A<")7"<'$%/;"'7:97'"
<A/;"$<",;9('D$D'%<"$7>",'+97$%<"()"/)7='%("
<$8'<5"$7>"97='<('>"97"8'$>"</)%97:"$7>"8'$>"
(;'"%'<(-
G97&'>675"X)AHA+'"$7>"@89>'@;$%'">%9='"$"
,'+-"!//)%>97:"()"Y)%%'<('%"B'<'$%/;Z5"[[\")I"
<)/9$8".'>9$-
H?D'<")I"L7897'"@)A%/'<"]9<9('>"I)%"^).D$7?5"E%$7>""
2"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
9.D)%($7("()">'/9>'",;$("?)A%"<)/9$8"
%'D%'<'7("?)A%"+%$7>-"
/).D$7?"7$.'")%"+%$7>"7$.'"P$<")DD)<'>"()"
7$.'<")7"(;'"<)/9$8"<9('<"?)A",$7("()"A<'-"6I"<).')7'";$<"$8%'$>?"%'<'%='>"(;'"7$.'"?)A",$7("()"A<'5"?)A".$?"+'"$+8'"()":'("9("+$/&"
<9.D8'%"()"/;))<'"$7)(;'%"7$.'-"
H)"<''"9I"?)A%"D%'I'%%'>"A<'%")%"/).D$7?"7$.'"9<"$=$98$+8'"$/%)<<".$7?"<9('<5"A<'"$"
A<'%7$.'/;'/&-/)._-
!"/).D$7?"$//)A7("A<97:"$"/).D$7?"7$.'"('7><"()"+'"A<'>"I)%"(;'"DA%D)<'")I"<;$%97:"
/$<'"<(A>9'<-"H;'<'"/)%D)%$('"$//)A7(<"
D%)<D'/(<5"D$%(7'%<"$7>"/A<().'%<-"
%'8$('"()"?)A%"+%$7>"()"<''",;$(")(;'%<"$%'"<$?97:"$+)A("?)A-"`'%'"$%'"$"I',")I"(;'".)<("
"S"<'$%/;"I)%"?)A%"+%$7>")%"
["()"40">$?<S)8>'%"(,''(<"$%'"8)<("A78'<<"?)A"
'7:97'-"
"S"<'$%/;"$88"DA+89/"/)7('7("97/8A>97:"'='%?(;97:"D)<('>"97"DA+89/"I$7"
D'%<)7$8"D$:'<".$?"%'<(%9/(",;$("?)A"/$7"<''-"
$7>"97>A<(%?5"$7>";),"D')D8'"%'<D)7>'>-"
"S".$7?5"89&'"W)):8'5"/$D(A%'"
+'";$%>"()"A<'">A'"()"<;''%"=)8A.'")I"%'<A8(<-"@'$%/;"'7:97'<".$?"7)(">9<D8$?"+8):"
""S"=9',"<'$%/;"'7:97'"%'<A8(<".)%'"
!8'%("I)%"?)A%"/).D$7?"7$.'-"X)A".$?":'("
D')D8'"$%'"<$?97:"$+)A("?)A"$("7)"/)<(-"
"S"$".)%'"
$/%)<<".$7?"<)/9$8".'>9$"/;$77'8<
@)/9$8".'>9$".)79()%97:"())8<5"<A/;"$<"]9<9+8'"
$77A$8"I''-"@)/9$8".'>9$".)79()%97:",988"$8<)";'8D"?)A">'/9>'",;'%'"()":'("<($%('>",;'7"+':97797:"
7A.+'%")I"/A<().'%<-
K$%("L7'"*;$("9<"@)/9$8"#'>9$"$7>"*;?"M)'<"#?"EA<97'<<"N''>"6(C
0[2"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
K$%("L7'"*;$("9<"@)/9$8"#'>9$"$7>"*;?"M)'<"#?"EA<97'<<"N''>"6(C
!//)%>97:"()"
L7"$='%$:'5"7A%(A%'>"8'$><D%)>A/'"$"30"D'%/'7("97/%'$<'"
"='%<A<"7)77A%(A%'>"8'$><-
`),"()"^A<().9R'"@)/9$8"@;$%97:H;'"/;$88'7:'",9(;"<)/9$8"<;$%97:5"'<D'/9$88?"I)%"/)7('7("97"'F.$98<"$7>")7"8$7>97:"D$:'<5"9<"/A<().9R97:"(;'".'<<$:'"(;$("9<":)97:"()"+'"<;$%'>-"H;9<".'$7<"<;$%97:".)%'"(;$7"$"aBG"+?"$>>97:"(;'"/)7('7("
(;$("<;$%'"?)A%"/)7('7("97"<)/9$8".'>9$"$%'"'$<?"()"/%'$('-"H;9<"/$7"+'">)7'"97"'F.$98")%"8$7>97:"D$:'<"I)%".$7?"<)/9$8".'>9$"<9('<"97/8A>97:"
"
"
"
"
?)A%"^B#"<?<('.5"?)A"/$7"%'<D)7>"()"(;'.")%"D$<<"(;'."()"<$8'<-"H;9<"9<"/$88'>"T@)/9$8"^B#V"$7>"9<">9</A<<'>"97"IA%(;'%">'($98"97"(;'"TE3E"
""
@)/9$8".'>9$"$8<)".$&'<"9("'$<?"I)%")(;'%<"()"<;$%'"?)A%"/)7('7(-"
!"<9.D8'",$?"()".$&'"?)A%",'+<9('"$7>"+8):"<)/9$8".'>9$FI%9'7>8?"9<"()"A<'"$"D8A:F975"<A/;"$<"@;$%'H;9<")%"!>>H;9<-"H;'<'"<9('<"$>>"$"<.$88"+$%")%"D9/(A%'"()"$"+8):"D)<(")%",'+"D$:'"(;$("$88),<"/)7('7("()"+'">9<(%9+A('>"()";A7>%'><")I"<9('<-
0b2"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
K$%("L7'"*;$("9<"@)/9$8"#'>9$"$7>"*;?"M)'<"#?"EA<97'<<"N''>"6(C
)='%/).'<"E3E"+A?'%<",;'7"(%?97:"()"<)8='"$"
;'8D"97/%'$<'"(;'9%"/%'>9+989(?"$7>"$88$?"(;'9%"
(;$("?)A"=$8A'"(%$7<D$%'7/?5"$%'")D'7"()"I''>+$/&5"$7>"/$7"+'"(%A<('>"$<"$"='7>)%-"
"
D%'<<"<()%9'<5"+8):"D)<(<5"/$<'"<(A>9'<"$7>"
,9>:'(")7"$",'+")%"8$7>97:"D$:'-"6I"?)A"A<'"
/)7('7(")7"?)A%",'+")%"8$7>97:"D$:'5"A<'%<"
)(;'%"A<'%<",988"<($%("()"(;97&"89&',9<'-"
X)A"/$7"$8<)"A<'",9>:'(<")7"?)A%",'+"D$:'<"
/)..'7(<"S"$88"97"(;'"<D9%9(")I")D'77'<<"(;$("/;$%$/('%9R'<"<)/9$8".'>9$-
%'<)A%/'"I)%".$%&'('%<5">9<D8$?<"(,''(<"$+)A("$7"AD/).97:"/)7I'%'7/'")7"(;'";).'"D$:'")I"(;'"/)7I'%'7/'",'+<9('"S"A7<)89/9('>"
"L7'",$?"(;$("#$%&'()"97/)%D)%$('<"<)/9$8"
/).D$7?",'+<9('"()"(;'<'"TI$=)%9('<-V"E?">)97:"<)5"D%)<D'/(<"/$7"QA9/&8?"$7>"'$<98?"<''"
D%)>A/(-"
"
2"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
K$%("L7'"*;$("9<"@)/9$8"#'>9$"$7>"*;?"M)'<"#?"EA<97'<<"N''>"6(C
"S"<A/;"$<"<($(A<"AD>$('<"(;$("D%$9<'"?)A%"D%)>A/(5"I$7"D$:'<5"'(/-"
+A(";9:;8?"($%:'('>"+'/$A<'"(;'"<)/9$8"7'(,)%&"/$7"A<'">'.):%$D;9/<5"+';$=9)%")%"
$A>9'7/'-
$A>9'7/'"9<-
#$7?"<)/9$8".'>9$"<9('<5"<A/;"$<"G97&'>67"
+A<97'<<-"H;'<'"D%):%$.<"$%'"='%?"<9.98$%"
+$77'%"$>"D%).)('<"?)A%"/).D$7?-"X)A"D$?"I)%"9.D%'<<9)7<")%"/89/&"(;%)A:;<":'7'%$('>"+?"?)A%"$>-
.$%&'("+$<'>")7">'.):%$D;9/<5"+';$=9)%5")%"$"
*9(;".9889)7<")I"A79QA'"=9<9(<"($&97:"D8$/'")7"
(;'%'"$%'"97('%'<('>"'?'<"%'$>?"()"8))&"$("(;'9%"
(;$("/A%%'7(8?"<;),<"7)"<9:7<")I"<8),97:">),7-
0402"3040"#$%&'()5"67/-"!88"%9:;(<"%'<'%='>-
K$%("L7'"*;$("9<"@)/9$8"#'>9$"$7>"*;?"M)'<"#?"EA<97'<<"N''>"6(C
)A("?)A%"/).D$7?"%$(;'%"(;$7"(;'")(;'%",$?"$%)A7>-"H$&'"$"8))&"$("(;'":%$D;5",;9/;"%'D%'<'7(<"(;'"%$,"8'$>F()F)DD)%F(A79(?"/)7='%<9)7"%$('<"(;$("#$%&'()";$<"
"LI"/)A%<'5"(;'"%'$8"=$8A'"89'<"97"(;'"7A.+'%"
(;$("8'$><":'7'%$('>"I%).",)%>F)IF.)A(;"$7>")(;'%"97+)A7>"8'$><"%'<A8("97"I$%".)%'"
97+)A7>"8'$>"89'<"97"9(<"97;'%'7(";9:;'%"8'='8")I"97('%'<(5"+'/$A<'"(;'"8'$>"<)A:;(")A("?)A%"/).D$7?-"
(;'<'"=$8A$+8'"97+)A7>"8'$><"+'/$A<'"9("
%9<&-"@)/9$8".'>9$"D%)=9>'<"(;'"+A?'%",9(;"
8'$><-
(;'"%9<&")%"(;'";$<<8'")I".$&97:"$"/;$7:'-"`'"/$%'<"$+)A(",;)"?)A"&7),"$7>",;$(")(;'%"D')D8'",988"(;97&",;'7";'"('88<"(;'.",;$("
H;'")DD)%(A79(?5"(;'75"9<"7)("()"97<9<("(;$("?)A%"/A<().'%<":'(".)%'"
(;'.",;$("(;'?"7''>-V"
67+)A7>
$8
cdX
011©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Two
©� 2010� Marketo,� Inc.� All� rights� reserved. 12
Part� Two�
� �
� � Before� you� start� a� corporate� blog� or�
� � � Content� feeds� the� social�
� � � Do� your� research� and� focus� your� energy� and� investments� where� your� audiences� are.�
�
leads� generated.
� � Social� media�
prospects� and� customers� throughout� the� revenue� cycle.�
�
©� 2010� Marketo,� Inc.� All� rights� reserved. 13
Part� Two�
�
various� social� media� sites� out� there,� you� need�
media� are� well� spent.� Because� social� media�
important� to� have� guidelines� that� structure�
company.
Developing� a� social� media� plan� is� similar� to� developing� any� other� strategy.� While� there� is� no� standard� approach,� the� basic� components� can� be� addressed� by� answering� these� simple�
media?
want� to� accomplish?
Customers?� Media?� All� of� the� above?� Once�
,� you� know� about� the�
would� have� for� a� typical� buyer� persona,� but� add� a� social� media� dimension� to� it.�
Name� John� Smith
Age� 31
Title� Director� of� IT
Industry� Commercial� Real� Estate
Time� spent� on� social� media� –� Personal� 1� hour� per� day
Preferred� social� media� sites� –� Professional� LinkedIn,� SlideShare
Time� spent� on� social� media� -‐� Professional� 2� hours� per� day
Name�
Age�
Title�
Industry�
Buyer� Role�
Preferred� social� media� sites� –� Personal�
Time� spent� on� social� media� –� Personal�
Preferred� social� media� sites� –� Professional�
Time� spent� on� social� media� -‐� Professional�
©� 2010� Marketo,� Inc.� All� rights� reserved. 14
Part� Two�
Key� Metrics Key� Metrics
Blogging
Social� networks
opportunity,� etc.)
goals)
opportunity,� etc.)
goals)
©� 2010� Marketo,� Inc.� All� rights� reserved. 15
Part� Two�
� � Blogging
2� hours� daily
Increase� brand� awareness
Increase� engagement
networks
� �
As� with� any� new� strategy,� try� and� test� a� variety� of� social� media�
Plan%20Template.pdf.�
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Two�
The� social� media� landscape� can� feel�
guidelines� on� how� to� respond� appropriately� (without� making� your� employees� feel� like�
A� formalized� document� will� help� protect� your� company� in� a� legal� sense,� while� ensuring� that�
media� sites,� reinforcing� your� brand� and� value� in� the� marketplace� (a� bit� like� a� corporate� style�
When� people� think� of� social� media,� some� think� strictly� in� terms� of� Facebook� and�
no� confusion� as� to� when� the� social� media�
�
your� company� to� follow� when� it� comes� to�
“Rules� of� Engagement”.
�
Will� social� media� be� used� as� a� customer�
possible,� and� consider� all� the� possible� ways� that� people� could� go� wrong,� without� being�
�
taking� place� in� public.�
�
©� 2010� Marketo,� Inc.� All� rights� reserved. 17
Part� Three
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Three�
18
to� achieve� your� goals.� The� types� of� social�
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Three�
have� become� the� fourth� most� popular� online� category� –� ahead� of� personal� e-‐mail.”� –� Global� Faces� and� Networked� Places,� The� Nielsen� Company,� March�
Blogging� –� Key� Metrics
visits
lead,� lead� to� opportunity,� etc.)
conversion� goals)
s
of� your� blog.� This� is� reason� enough� to� update�
for� more.� Your� blog� can� be� one� of� the� most�
most� compelling� and� avoid� the� hard� sell.� Blogs� act� as� a� source� of� valuable� content� and� thought� leadership� with� a� “human”� face.� The� content� on� your� corporate� website� focuses� primarily� on� your� company,� the� value� of� your� products� and� services,� and� how�
This� is� all� very� useful� and� necessary,� but� a� blog� adds� a� human� touch,� especially� when� a� blog� has� several� contributors.� It� also� lets� you� focus�
Blogs� boost� your� organic� search� engine� by� adding� pages� to� your� site� and� encouraging� inbound� links.
Blogs� give� you� a� greater� chance� of� showing� up� in� the� right� search� engine� results.� It� also� gives� other� sites� a� reason� to� link� to� you,� increasing�
your� search� engine� rankings.
©� 2010� Marketo,� Inc.� All� rights� reserved. 20
Part� Three�
commenters� (e.g.� new� leads)
comments
engage� readers� and� encourage� comments.�
comments.�
As� a� reader,� only� comment� when� you� have�
worse� than� a� person� who� only� comments� with�
When� someone� comments� on� something�
debate� going.
©� 2010� Marketo,� Inc.� All� rights� reserved. 21
Part� Three�
Microblogging� is� ultra-‐brief� blogging,� 140� characters� or� so.� The� most� famous�
the� only� one.�
Foursquare,� another� microblogging� tool,� encourages� users� to� microblog� about� their�
users� to� encourage� them� to� earn� points� and� promote� customer� loyalty� for� businesses.
Google� Buzz� is� a� new� form� of� microblogging� and� social� networking� integrated� into� the�
mobile� phone� bring� together� elements� found�
picture,� links� to� your� company� site� or� blog,� customized� background,� and� a�
�
industry.�
follow� you� back.3.� You� associate� yourself� with� a� � �
� and� thought� leaders,� and� demonstrate� your� interest� in� the� � space.
your� contact� databases� using� tools�
your� followers� are� following,� where� relevant.� Be� sure� to� follow� people� that�
� �
� to� follow� on� sites� like� Wefollow.com� or� Twibes.com.
sure� to� follow� back� everyone� that� is�
prospects,� customers� or� partners� by�
and� search� for� tweets� on� keywords� relevant� to� your� product� or� service.�
TweetDeck� and� Twhirl� are� useful� for�
accounts.
not� what� you� had� for� breakfast.�
The� links� in� these� sample� tweets�
and� Twhirl).
retweet� actually� increases� its� chance�
most� important� or� relevant.
as� a� hashtag.� These� tags� are� used� to�
and� can� be� useful� for� tracking� social�
customers.�
construed� as� spam� and� may� cause� people� to� “unfollow”� you.� If� you� use� them,� make� sure� they� provide�
following� me.”
together,� and� follow� like-‐minded� users.�
©� 2010� Marketo,� Inc.� All� rights� reserved. 22
Part� Three�
encouraged� users� to� invite� others� from�
contests� to� win� one-‐on-‐one� sessions� with�
channel� and� invited� partners� and� customers� to� produce� and� upload� their� own� videos�
helped� businesses,� and� why� people� should�
Microblogging� –� Key� Metrics
day� since� the� account� was� established
number� of� followers
making� people� visit� your� website� or� conduct� a� search.�
when� your� followers� will� convert� into� leads.�
its� success� with� using� social� media� to� increase�
despite� the� downturn.� According� to�
the� conference� and� generally� build� more�
prospects.� It� wanted� higher� conversion� from� leads,� because� of� the� economic� climate.�
� B2B� B2C
Con
Increa
©� 2010� Marketo,� Inc.� All� rights� reserved. 23
Part� Three�
“To� date,� Facebook� has� been� predominantly� a� personal� social� network,�
�
Social� networking� has� become� a� huge� force�
Many� businesses� are� leveraging� Facebook� as� a� way� to� create� awareness,� build� their� brand,� promote� thought� leadership� and� even� manage� events.� While� the� core� component�
used� to� promote� and� market� your� business.�
� can� help� your� company� build� awareness,� share� enthusiasm,� create� loyalty�
over� the� phone.�
manage� your� personal� content� separately� from� your� business� content.�
updates� can� be� used� to� provide� bite-‐size� yet� powerful� content� that� helps� with� thought� leadership.� But� keep� your� updates�
have� a� picture� of� yourself� on� Facebook�
contacts� will� see� it).
interests.� This� can� then� become� a� forum� for� discussion� and� sharing,� and� allows� you� to� demonstrate� thought� leadership.
events� –� whether� webinars� or� in-‐person�
informal� business� events� where� an� RSVP�
©� 2010� Marketo,� Inc.� All� rights� reserved. 24
Part� Three�
Your� � is� a� mini-‐website�
communicate� events� and� give� status� updates.� All� of� these� contribute� to� brand� awareness� and� increased� loyalty� by� keeping� prospects� and� customers� informed.� Unlike� some�
show� up� in� search� results,� which� means� your� business� page� can� help� boost� your� inbound�
gathers� like-‐minded� people� to� share� ideas.�
your� group,� the� more� it� gets� promoted� to� their�
popularity� and� growth.
� B2B� B2C
“Friending”� recent� customers� with� corporate�
Used� Fdemos� or� interests� 33.5� 30.5
to� corporate� materials� with�
Buying� targeted� CPC� ads� on� Facebook� 24.5� 27.1
of� your� business.� One� way� to� think� about� Facebook� for� the�
Krueger,� Wiley� Publishing,� Inc.,� 2010.
©� 2010� Marketo,� Inc.� All� rights� reserved. 25
Part� Three�
LinkedIn� 101
site� if� you� try� to� connect� to� people� you�
with� people� that� you� have� known� in� a�
because� it� indicates� a� higher� number� of�
network).
you� can� about� what� you� do� and� why� you�
put� a� face� to� a� name� and� “humanize”� your�
company.� These� comments� contribute� to�
when� people� view� your� page.�
you� receive� from� LinkedIn,� as� they� share�
and� can� hold� the� key� to� new� business�
paid� services,� which� will� provide� more�
As� a� leading� social� networking� site� for� professionals,� LinkedIn� is� perfect� for� B2B�
to� that� of� Facebook,� but� the� focus� of� LinkedIn�
professional� interests,� which� is� perfect� for� the� B2B� company� looking� to� market� and� sell� to� a�
Here� are� a� few� other� ways� that� B2B� companies� can� take� advantage� of� the� features� that�
its� ability� to� connect� you� to� a� larger� network�
between� you� and� other� LinkedIn� users,� and� lets� you� connect� with� those� outside� of� your�
prospects� and� asking� your� own� contacts� to� introduce� you.
The� Groups� feature� is� a� great� way� to� demonstrate� thought� leadership� around� a�
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Three�
Social� Networks� -‐� Key� Metrics
LinkedIn� Groups� makes� it� easy� for� B2B�
Simply� make� a� list� of� keywords� that� relate� to� your� prospects� or� the� industries� you� target,� and� run� a� search� for� any� LinkedIn� Groups�
LinkedIn� Answers� are� a� great� way� for� you�
networks� of� people,� which� can� indirectly� drive� interest� in� your� company� and� new�
organizers� to� post� events� and� encourages�
©� 2010� Marketo,� Inc.� All� rights� reserved. 27
Part� Three�
Online� Video� -‐� Key� Metrics
video� sites
While� YouTube� may� be� known� for� its� videos� of� baby� animals� and� college� students� doing� silly� tricks,� it� also� houses� a� huge� assortment� of� B2B� videos.� Other� popular� video� sites� include� Vimeo� and� Viddler.�
awareness,� demonstrate� thought� leadership�
� Video� links� will� show� up� in� search� engine�
including� keywords� for� each� of� your� videos.�
Many� of� your� prospects� are� probably� already� registered� users� of� these� video� sites.� Make�
looking� like� a� thought� leader� in� your� industry.
end� of� the� video.
� With� sites� such� as� YouTube,� you� can� easily� host� videos� on� your� landing� pages� and� websites� by� using� the� links� and� embed� code� that� YouTube� provides.�
� Video� sites� provide� you� with� the� links� to� let� you� share� with� others� or� include� the� videos� on� your� own� site.� Determine� which� videos� would� be� useful� to� prospects� and� include� these� links� in� your� e-‐mails,� blog� posts� and� other�
acceptable� and� useful.� Unlike� whitepapers,� online� videos� can� be� product� oriented� and�
You� can� also� separate� this� content� out� by� using� channels� and� by� customizing� those� channels� with� your� company� logo� and� branding.�
©� 2010� Marketo,� Inc.� All� rights� reserved. 28
Part� Three�
� Key� Metrics
sharing� sites
sharing� sites
While� many� B2B� marketers� may� be� hesitant� to� release� their� content� for� free,� social� media�
advantage� of� this� and� start� nurturing� them� right� away� via� sites� such� as� SlideShare� and� Scribd.
the� content� on� your� corporate� website� and� upload� key� pieces� to� the� right� sites.
� content� that� addresses� your� buyer� personas� and� start� to� track� which� sites� are� most� popular� with� each� persona.
We� discussed� the� importance� of� mapping� The�
.� Make� sure� the� content� you� distribute� on� social� media� sites� addresses� a� full� range� of� your� buyer�
are� most� frequented� by� the� personas� you�
well� and� understands� the� sales� process� in� detail.”
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Three�
Widgets� –� Key� Metrics
tools� that� provide� dynamic� content� (usually� pulled� in� from� a� third-‐party� source)� to�
Make� sure� it� provides� real� value� to� your�
window-‐dressing.
easy� to� understand� so� people� will� want� to� use�
website.
©� 2010� Marketo,� Inc.� All� rights� reserved. 30
Part� Three�
Bookmarking� –� Key� Metrics
sites
your� site�
events
Social� bookmarking� lets� users� share� the�
The� bookmarks� are� not� stored� on� an�
bookmarking� sites� such� as� Delicious,� Digg� and�
tremendously� from� social� bookmarking� through� increased� awareness� and� visibility,�
Delicious� lets� users� tag,� save� and� manage� their� bookmarks,� then� share� them� with� other� users� that� have� similar� interests.� Users� can� also� see� which� bookmarks� are� most� popular� or� most� recent� based� on� Delicious� submissions.
Digg� and� StumbleUpon� focus� on� providing� the� “best� of� the� web”� by� having� users� vote�
entertaining,� etc.�
your� business.
©� 2010� Marketo,� Inc.� All� rights� reserved. 31
Part� Three�
Photo� Sharing� –� Key� Metrics
pages
sharing� sites
channel
The� ease� at� which� you� can� share� photos� with� others� is� a� huge� boon� for� B2B� companies.� It� lets� you� record� and� increase� the� visibility� of� company� events,� industry� conferences,� user� groups� and� more.
name,� people� are� more� likely� to� engage� with� you.
Sharing� photos� is� a� great� way� to� engage�
ability� to� add� notes� to� pictures� and� form� groups� that� provide� discussion� forums.� By� monitoring� the� forums,� you� can� learn� more� about� the� interests� of� your� target� audiences.
Photos� and� images� are� searchable� on� the� web,� so� providing� relevant� links� back� to� your� company� website� and� blog� through� photo�
SEO.
©� 2010� Marketo,� Inc.� All� rights� reserved. 32
Part� Three�
sites)
“55� percent� of� respondents� said� they� would� be� more� likely� to� consume� white� papers� and� analyst� reports� if� they� were� delivered� as� podcasts.”
There� are� a� number� of� podcast� directories� that� can� be� used� to� distribute� your� podcast�
phone� conferences.� Below� are� some� ways�
When� you� have� subscribers� to� your� podcast�
your� latest� podcasts.� So� when� you� create� a� new� podcast� it� will� reach� your� subscribers�
are� a� number� of� sites� dedicated� to� helping�
podcasts� according� to� their� interests.� These� podcast� directories� are� yet� another� way� for� your� company� to� improve� its� SEO� through�
Many� businesses� are� using� podcasts� to� engage� in� dialogues� with� their� customers� and� prospects.� Provide� a� dedicated� phone� number� or� e-‐mail� address� associated� with� your� podcasts� so� people� can� respond� to� you.� Then� you� can� dedicate� an� upcoming� podcast�
feedback� you� received.
©� 2010� Marketo,� Inc.� All� rights� reserved. 33
Part� Three�
Social� CRM� –� Key� Metrics
sites
sites
conversion� rates� from� social� media� sites
networking,� or� Web� 2.0� technologies,� to� the�
management.� This� results� in� a� new� way� of�
companies� and� their� prospects� and� customers,�
prospects� long� before� any� contact�
other� within� a� social� community� through�
and� salespeople� for� companies,� products� and� services� through� word-‐of-‐mouth� rec-‐
social� media� and� the� power� of� online�
Insight,� which� enables� “social� selling”� by�
of� leads� and� contacts� they� are� interested� in� following.� It� then� presents� the� rep� with� Facebook-‐style� “status� updates”� from� the�
the� key� moments� that� indicate� buying� interest.�
� Social� CRM� lets� you� use� social� media� sites� to� educate� prospects� and� promote� brand� awareness,� but� also� allows� you� to� gain� insight� into� the� needs,� challenges� and� interests� of� your� target� markets.�
�
will� always� be� a� strong� indicator� of� buying� intent,� social� behaviors� can� be� even� more�
by� monitoring� the� tweets� of� your� prospects,� you� can� ascertain� their� levels� of� interest� (e.g.� when� they� ask� others� for� opinions� on� your� products).�
� Social� CRM� makes� it� easier� to� get� to� know� your� customers� on� a� more� personal� level,� which� can� do� wonders� as� they� advocate� for� you� in� the� marketplace.�
If� you� understand� their� interests� and� needs,� and� give� them� the� tools� and� resources� they� need� to� solve� their� business� challenges,�
new� customers)� coming� out� of� your� ears.
content,� be� sure� to� monitor� the� comments� and� forum� areas� that� they� use� and� put� the�
so,� tackle� them� head-‐on.� Open� and� honest� problem� management� can� quickly� turn� a�
©� 2010� Marketo,� Inc.� All� rights� reserved. 34
Part� Three�
� � success� and� accountability.
� �
� � � ROI� will� be� challenging� with� social� media,� but� there� are� ways� to� measure� impact� if� you� have� a� baseline� to� start� with.�
� Keep� your� brand� human� on� social� media�
� � � Research� which� social� media� sites� your� customers� frequent� and� how� they� prefer� to� consume� content.
�
“Every� company� needs� to� have� forward-‐looking� insight�
the� wisdom� of� crowds,� companies� need� to� see� the� world�
�
©� 2010� Marketo,� Inc.� All� rights� reserved. 35
of� the� Revenue� Cycle
Part� Four
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Four�
The� revenue� cycle� is� a� new� and� improved� way� of� looking� at� the�
focus� only� on� the� current� or� subsequent� quarter� and� what� happens�
to� a� dialog� and� then� to� the� sale� and� beyond� to� the� customer�
Social� media� plays� a� key� role� throughout�
research� or� follow� thought� leadership� on�
customers� (as� they� remain� loyal� customers�
There� are� four� key� areas� where� social� media�
early-‐stage� prospects� before� they� even� enter� your� database� as� a� lead� (“seed� nurturing”)
with� known� prospects� as� they� educate� themselves� (“lead� nurturing”)
engages� in� a� formal� buying� process� with� a� sales� rep� (“opportunity� nurturing”)
nurturing”)
Seed� nurturing� comes� into� play� when�
media� sites� anonymously.� It� is� a� vital� part� of�
regardless� of� whether� or� not� you� have� their�
as� you� would� the� known� contacts� in� your�
will� steal� these� prospects� from� under� your� nose.
Keeping� all� of� this� in� mind,� you� can� successfully� nurture� anonymous� leads� in� the�
order� to� obtain� your� whitepapers,� eBooks�
them� in� your� database.� These� dedicated� yet� anonymous� leads� will� likely� come� to� you� as� inbound� leads� once� their� levels� of� interest� are� high� enough.
will� never� be� as� “risk-‐reducing”� as� a� personal�
and� increase� your� chances� that� the� prospect�
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Four�
37
prospects,� but� the� following� components� are�
� –�
leads� versus� those� requiring� further�
you� to� ask� prospects� to� opt-‐in� or� opt-‐out� of� your� nurturing� programs.� � –� These� are� useful� for� prospects� that� are� not� ready� to� engage� with� sales.� This� kind� of� campaign� can� form� the� backbone� of� your� lead� nurturing� program� by� dripping� out� relevant�
� to� move� prospects� along� the� buying� cycle� faster� by� providing� relevant� “nudges”� at�
buyer� behaviors� or� sales� updates.� –� These�
grow� stagnant� or� lost.� Three� important�
� -‐� An� automated� campaign� to� pass� the� lead� to� sales� when� it� becomes� sales� ready.
� –� This� reassigns� and� tracks� leads� that� for� any� reason� cannot� be�
download� The�
nurturing.
A� Marketo� Workbook
©� 2010� Marketo,� Inc.� All� rights� reserved. 38
Part� Four�
� �
with� prospects� with� greater� relevancy.� For�
you� care� about,� and� track� all� of� this� data� in�
.�
buying� intent� by� combining� knowledge� of�
throughs,� downloads� and� web� page� visits.�
� �
Integrate� social� media� channels� with�
mail,� and� phone.�
©� 2010� Marketo,� Inc.� All� rights� reserved.
Part� Four�
Social� media� can� be� quite� valuable� to� your�
well.� You� can� promote� greater� alignment�
in� your� lead� management� system.� A� successful� lead� lifecycle� requires� agreement� between�
“sales-‐ready”� lead,� and� agreement� on� when� and� how� leads� should� get� recycled� back� to�
sales� readiness� and� buyer� intent,� so� they� are�
lifecycle.
Here� are� a� few� key� ways� you� can� make� social� media� a� deeper� part� of� your� sales� and�
�
behavioral� data,� begin� to� use� social�
methodology.� Then,� tailor� your� automated�
�
moments”� or� behaviors� that� indicate� their� sales� readiness.� This� might� be� increased�
and� in� the� case� of� social� media,� increased�
prospects.�
� You� could� set� up� a� rule� whereby� an� increase�
score� change� that� then� re-‐engages� the� lead� with� sales.� While� this� business� rule�
re-‐engaged� if� they� have� deeper� insight� into�
�
great� way� for� the� individual� sales� rep�
especially� younger� contacts� who� may� be�
are� using� e-‐mail� or� phone.� Understand� what� channels� each� contact� uses� to� communicate,� and� communicate� with� him� or� her� in� that� manner.
©� 2010� Marketo,� Inc.� All� rights� reserved. 40
Part� Four�
leads.�
� Just� because� a� prospect� has� agreed� to� buy�
between� when� a� purchasing� decision� is� made� to� when� the� deal� is� signed� and�
one.� ( � page� 7.)
� When� an� opportunity� is� closed� and�
the� associated� contacts� into� a� new� drip�
customers.� Make� these� campaigns� even�
media� segments� and� triggers� we� discussed�
strengthen� customer� loyalty.
�
�
� �
understand� and� interact� with� prospects� and� customers,� and� increase� the� relevancy�
� �
and� quality� of� sales� leads,� boost� conversion� rates� and� help� you� realize� tremendous� revenue� growth.
“Once� people� are� aware� of� your� product,� a� new�
other.� Social� technologies� have� revved� up� that�
Business� Press,� 2008.
©� 2010� Marketo,� Inc.� All� rights� reserved. 41
The� ROI� of� Social� Media
Part� Five
©� 2010� Marketo,� Inc.� All� rights� reserved. 42
Part� Five� The� ROI� of� Social� Media
today�
that� make� the� most� sense� for� your� business
way� to� measure� the� ROI� of� social� media�
channels� such� as� e-‐mail,� SEO,� and� display�
direct� or� concrete� ROI� measurement.� This� is� partly� due� to� the� fact� that� social� media�
CPMs.� Because� social� media� is� very� much�
results� in� much� debate� about� what� metrics� are� truly� useful� and� accurate� when� it� comes� to�
©� 2010� Marketo,� Inc.� All� rights� reserved. 43
Part� Five� The� ROI� of� Social� Media
Social� Media� Success� –� Key� Metrics
Just� because� measuring� social� media� ROI� is� a�
metrics� to� include� the� ways� that� people�
delivery,� open� and� click-‐through� rates.� While�
itself� to� new� categories� of� measurement,� such�
something� that� can� actually� be� measured�
we� consider� engagement� to� be� a� category�
comments,� tags,� votes,� bookmarks,� and� more.�
Another� important� area� of� measurement� for� social� media� is� brand� and� awareness.�
many� people� have� seen� an� ad� and� how� many�
Although� the� world� of� social� media� brings�
revenue� –� cost� savings,� conversions,� cost�
it� comes� to� proving� the� value� of� your� social�
in� the� guide,� many� inbound� leads� can� be�
or� employee� referrals.� For� inbound� leads�
to� a� single� referral� source� can� be� even� more�
and� “last� touch”� (meaning� an� original� lead� source� versus� the� campaign� that� really� closed�
to� social� media.
“Think� very� carefully� about� what� you� are� measuring� if� you� do� measure� engagement.� If� engagement� to� you� is� repeat� visits� by�
call� it� engagement.”
©� 2010� Marketo,� Inc.� All� rights� reserved. 44
Part� Five� The� ROI� of� Social� Media
to� get� caught� up� on� how� each� channel� is�
100
measuring� social� media� ROI� deter� you� from�
what� “engagement”� means� for� your� business�
establishing� baselines� and� tracking� your� progress.
,� social� media� consultant� Olivier� Blanchard� recommends� an� easy� way� to� start� measuring� the� impact� of� social� media.�
as� well� as� the� results� (e.g.� opportunity�
This� will� show� what� type� of� overall� impact� social� media� has� had,� and� whether� or� not� it� has� helped� you� increase� your� goals� over� the�
touches� to� convert� a� lead� into� a� sale.� This� means� even� those� prospects� that� were�
have� also� read� your� corporate� blog� and� tweets� before� making� the� decision� to� purchase� your� product� or� service.� Even� though� you� may� not� be� able� to� get� any� more� granular� than� “inbound� call”� or� “word-‐of-‐mouth”� as� referral� sources� for� some� of� your� leads,� you� insights� they� glean.� In� many� cases,� their� future� depends�
upon� it.”
Baselines� illustrate� deltas� (changes)
Before� social� media
8%� YoY� growth
Is� something� happening� here?
Since� social� media
©� 2010� Marketo,� Inc.� All� rights� reserved. 45
Conclusion
Social� media� is� a� powerful� tool� for� B2B� marketers.
consider� whether� or� not� it� is� appropriate� for�
media� to� research� and� educate� themselves� before� actually� engaging� with� your� company.�
impacts� every� stage� of� the� revenue� cycle,� from�
they� become� customers� and� beyond.
Forget� what� everyone� else� is� doing.� Choose�
Then� get� out� there� and� engage� –� always� in� the�
measuring� everything� you� can� measure� is� a� great� place� to� start.� Not� everything� you� try�
media.
� Tweet� this� FacebookLinkedin
Marketo� Facebook� PageMarketo� Linkedin� Group
most� important� change� to� understand� and� to� accept� is� that� those�
to� the� businesses� they� patronize.� In� the� past,� those� conversions� have� been� limited� to� groups� of� at� most� a� few� people.� Today,� they�
occurs,� a� lot� of� change� happens,� both� predictable� and� unforeseen.”� –�
©� 2010� Marketo,� Inc.� All� rights� reserved.
� Contact� Us
succeed� at� every� stage� of� the� revenue� cycle.�
revenue� growth� from� the� earliest� stages� of�
the� pursuit� of� revenue� and� customer� loyalty.
Marketo� Lead� Management� helps� Marketers� acquire,� nurture� and� qualify� more� high� quality�
utmost� in� usability,� Marketo� was� voted� ‘Best�
As� of� February� 2010,� more� than� 400� enterprise� and� mid-‐market� clients� in� 14� countries� have� selected� Marketo.
Marketo� would� like� to� thank� the� following� The�
Aberdeen� Group
Olivier� BlanchardSandy� Carter
Paul� DunayeMarketer.comForrester� ResearchPaul� GillinSeth� GodinIBMIntelAvinash� KaushikRichard� KruegerCharlene� Li
MashableThe� Nielsen� Company
Tessa� Wegert
Velocity� Partners,�
www.marketo.com
To� get� � online,� -‐lead-‐nurturing
To� get� � online,� a
blog.marketo.com