B2B Social MarketingYou Can’t Ignore It Any Longer!

Kristy Grayson, Deluxe Corp., Executive Director, Marketing

@kristygrayson

Kristy Grayson

Executive Director, Marketing

@kristygrayson

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Today’s topics

Why social marketing is necessary for B2B

organizations

Social & the buyer’s journey

Real world social tips that work

Building a social roadmap

Entering the brave new world of marketing

Early Deluxe delivery truck

Why social marketing?

Why social marketing?

92%

57%

8 hours

Of all B2B buying cycles begin online

Make a decision before engaging with sales

Time spent consuming digital content before action is taken

Source: Forrester, 2013

Relevancy – jumpstart a mature brand

comScoreFS (Leading FS company)#Finovate best in show from Day 1?@dashlane, @LearnVest, @ShopKeep, @ckmack, @Deluxe get our votes.

Rajeshj (CTO of Andrea)@Deluxecorp is going to be the frenemy of banks with their bank switching tool #finovate

charlesepotts (Fintech guy)#finovate @Deluxecorp SwitchAgent Bam!

WARobins (WF Exec)#Finovate @Deluxecorp makes Wells the whipping boy 4 SwitchAgent(SM) 2 move Bill Pay…Lots O stats at end

sampasser (VP @communityamercu)Cool to see @Deluxecorp adding to their switch kit offer - this is something everyone has been waiting for #finovate

DP_PSAlliances (Exec ProfitStars)Ready for day 2 at Finovate in New York. Day 1 best of show were @moneydesktop and Deluxe's #SwitchAgent

Social humanizes the brand

People buy from people

Elevates the sales team from

product pusher to insight sharer

Promotes industry dialog

Social & the buyers journey

Social & the life of a buyer

11

Awareness

Consideration

Conversion

No

t re

ady

to b

uy?

N

urtu

re t

he

lead

Retain & Renew

• Reads blog posts• Visits social sites• Attends events

• Searches forums• Reaches out to their network• Researches the web• Attends events• Reads testimonials

• Reaches out to their network• Watches video testimonials• Reads case studies

• Subscribes to blog• Follows on Twitter• User events & best practice sessions

Priming the social enginePersona and lifecycle based content

Target social messages

Thought leadership in groups

Traffic Generated to Blog 351 page views 305 unique visitors

Integrating social marketing

Impact of social influence

22%

22%25%

Web Traffic

Real world social tips

Humor to spread the word

Tell a consistent digital story

Visuals to tell a complex story

Games & interactivity to motivate buyers and sellers

Leverage social campaigns for events

Social ready messages for field sales

Communicate throughout the event

Promote those who are talking about our event

Use social tools for implementation

Select a Marketo Social Application Develop a Marketo Social Campaign

Launch!

Measure for success

Know your advocates

Refer a friend facebook campaign

23% increase in registrations

120% increase in opened emails

500% increase in clicks on event

related Facebook posts

8.6% increase in Twitter followers

635 tweets throughout the

conference

Building a social roadmap

Effective Planning Keep

Focused

Set Goals

DefineStrategy

Develop Team

Develop Content Engine

CreateBuy-in

Review & Revise

Social marketing roadmap

ExecutivesMarketing

Corporate BrandSales Reps

KPIsROI

PersonasEditorial Calendar

Contributors

Small and nimble

Organized & Documented

Wrapping it up – take away

Social marketing isn’t going away Haven’t started your journey yet – do it now!

Follow your buyer’s journey Integrate social as a thread that runs through your content

engine and marketing machine

Learn what’s worked from other consumer & B2B

organizations

Create your social strategy and road map Start small and demonstrate a few quick wins

Measure for success

Kristy Grayson

Executive Director, Marketing@kristygrayson