Mastering B2B Social Media. I’m Brian Halligan. Nice to meet I’m Kipp Bodnar. Nice to meet you.

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Presentation transcript:

Mastering B2B Social Media

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

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

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

#B2BSM

B2B isn’t Boring.

60% of the sales cycle is over – before a buyer talks to your salesperson. 91 CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7BIT.LY/ZUB2I7

B2B>B2C

Business to People.

Your opportunity, to shine.

Relationship based sales.

Already have the expertise.

Clear customer Personas.

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

#B2BSM

B2B Myths Busted.

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

B2B SOCIAL MEDIA IS ABOUT SELLING.

@KippBodnar 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!

73% of CEOs don’t believe marketers drive revenue. 91 FOURNAISE MARKETING GROUP: BIT.LY/PENSCQBIT.LY/PENSCQ

Leads fix the problem.

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

3 Get The Basics Right 2 Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast Optimize for Maximum Leads

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

Share lots of links.

B2B SOCIAL MEDIA HAS CLEAR ROI.

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

Math Ahead

TLV-COCA COCA = ROI (%)

Total Lifetime Value.

Cost of Customer Acquisition

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

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

B2B SOCIAL MEDIA IS ONLY ONE PIECE.

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

Trade shows are social too.

GOAL: Use Social Media To Promote Offline Events

5,000 T-Shirts.

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

B2B SOCIAL MEDIA IS ABOUT REACH BUILDING.

@KippBodnar B2B companies should obsess about building reach as much or MORE than B2C companies. “ ” Tweet This!

The Social Web Rewards Reach

Social reach is the new word-of-mouth referral engine.

THE RULE Links to third- party articles Links to company blog posts. Link to a company landing page.

You’re the Star.

THANK YOU.

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