Mastering B2B Social Media

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

I’m BrianCohen. I’m Jeff Halligan.Nice
to meet you. Nice to meet you. @JeffreyLCohen

I’m Brian Halligan.We wrote The
B2BNice toMedia you.Social meet Book. amzn.to/b2bsm2

#B2BSM

Your opportunityto shine

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

B2B>B2C

Relationshipbased sales

Already havethe expertise

Clear customerPersonas

People toPeople

Closed MillionsIn Sales FromOnline LeadsROI
– 2800%!

#B2BSM

B2B MythsBusted

“ Marketing is an asset
NOT an expense.@KippBodnar ” Tweet This! #B2BSM

B2B SOCIALMEDIA ISABOUT REACHBUILDING

The Social Web Rewards Reach

“ B2B companies should obsess
about building reach as much or MORE than B2C companies.@JeffreyLCohen ” Tweet This! #B2BSM

Social reach isthe newword-of-mouthreferral engine

Share lots oflinks

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

THE Links to company blog
posts 10-4-1 Links to third- party articles Link to a company landing page RULE

B2B SOCIALMEDIA ISABOUT SELLING

“ Your goal shouldnt be
to buy leads. Your goal should be to buy customers.@KippBodnar ” Tweet This! #B2BSM

73% of CEOs don’t believe
marketersdrive revenue. 91! FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ

Leads fixthe problem

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

DedicatedMonitoring http://www.flickr.com/photos/giara/2211500258

Place CTAsEverywhere

Improveand Iterate

#B2BSM

B2B SOCIALMEDIA HASCLEAR ROI

“ If you can’t count
it, why do it?@KippBodnar ” Tweet This! #B2BSM

Math Ahead

TLV-COCA = ROI (%) COCA

Total LifetimeValue

Cost of CustomerAcquisition

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

10K-3K = 233% 3K

B2B SOCIALMEDIA ISONLY ONE PIECE

“ Social media amplifies the
effectiveness of offline marketing. It doesn’t replace it.@JeffreyLCohen ” Tweet This! #B2BSM

Trade showsare social too

GOAL:Use Social Media ToPromote OfflineEvents

5,000 T-Shirts

RESULT:235% Increase inevent ticketsdistributed and
95%redeemed

THE BEST TIMEEVERFORMARKETERS

“ Master B2B Social Media
with reach, lead gen, data and integration with offline activities.@KippBodnar ” Tweet This! #B2BSM

The Potof Gold http://www.flickr.com/photos/tao_zhyn/442965594/

Prove the CEO Wrong

You’re theStar

THANK YOU

I’m Brian Halligan.We wrote The
B2BNice toMedia you.Social meet Book. amzn.to/b2bsm2