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Mastering B2B Social Media

Mastering B2B Social Media . I’m Brian Halligan . Nice to meet you. I’m Kipp Bodnar. Nice to meet you. @ KippBodnar. I’m Brian Halligan . Nice to meet you. I’m Jeff Cohen. Nice to meet you. @ JeffreyLCohen. I’m Brian Halligan . Nice to meet you.

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Mastering B2B Social Media

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  1. Mastering B2B Social Media

  2. I’m Brian Halligan. Nice to meet you. I’m Kipp Bodnar. Nice to meet you. @KippBodnar

  3. I’m Brian Halligan. Nice to meet you. I’m Jeff Cohen. Nice to meet you. @JeffreyLCohen

  4. I’m Brian Halligan. Nice to meet you. We wrote The B2B Social Media Book. amzn.to/b2bsm2

  5. #B2BSM

  6. B2B isn’t Boring.

  7. 60%of the sales cycle is over – before a buyer talks to your salesperson. 91 CORPORATE EXECUTIVE BOARD: bit.ly/zub2I7

  8. B2B>B2C

  9. Business to People.

  10. Your opportunity, to shine.

  11. Relationship based sales.

  12. Already have the expertise.

  13. Clear customer Personas.

  14. Closed Millions In Sales From Online Leads ROI – 2800%!

  15. #B2BSM

  16. B2B Myths Busted.

  17. “ Marketing is an asset NOT an expense. ” Tweet This! @KippBodnar

  18. B2B SOCIAL MEDIA IS ABOUT SELLING.

  19. Your goal shouldn't be to buy leads. Your goal should be to buy customers.In order buy customers, you need to buy credibility. “ ” Tweet This! @KippBodnar

  20. 73%of CEOs • don’t believe marketers drive revenue. 91 FournaiseMarketing Group: bit.ly/peNScq

  21. Leads fix the problem.

  22. How Social Media Leads Happen 1 Landing Page Form Lead Tweet Like Blog Post CTA Landing Page Product Page CTA Landing Page +1

  23. 1 • Get The Basics Right 2 • Maximize Content Discovery 3 • Create Conversion Ubiquity 4 • Test and Fail Fast 5 • Optimize for Maximum Leads

  24. BITLY, 9/2011 The self life of a social media link is 3 hours.

  25. Share lots oflinks.

  26. B2B SOCIAL MEDIA HAS CLEAR ROI.

  27. “ If you can’t count it, why do it? ” Tweet This! @KippBodnar

  28. Math Ahead

  29. TLV-COCA ROI (%) = COCA

  30. Total Lifetime Value.

  31. Cost of Customer Acquisition

  32. First- Vs. Last-Action Attribution Last-Action Attribution: Clicks on a PPC Ad Attends Sales Call Buys Product Looks at Product Page First-Action Attribution: User Clicks Link on Twitter Signs Up For Webinar Reads Blog Post

  33. 10K-3K 233 (%) = 3K

  34. B2B SOCIAL MEDIA IS ONLY ONE PIECE.

  35. “ Social media amplifies the effectiveness of offline marketing, it doesn’t replace it. ” Tweet This! @KippBodnar

  36. Trade shows are social too.

  37. GOAL: Use Social Media To Promote Offline Events

  38. 5,000 T-Shirts.

  39. RESULT: 235% Increase in event tickets distributed and 95% redeemed

  40. B2B SOCIAL MEDIA IS ABOUT REACH BUILDING.

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