Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey L. Cohen
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Mastering Social Media Lead Generation
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With social media, B2B marketers have a golden opportunity to drive revenue in a way that will transform them—and their companies. Social media marketing provides marketers both rich data and the promise of sizable enough reductions in marketing spend to forever change how they and their firms look at and invest in demand generation programs. This presentation from one of the authors of one of the first books about social-media lead generation will provide B2B marketers with actionable advice on leveraging social media platforms and insight into effective B2B social media strategies.
Transcript of Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey L. Cohen
Mastering
Social Media Lead Generation
I’m Jeff Cohen.
@JeffreyLCohen
amzn.to/b2bsm2
I wrote The B2B Social Media Book.
#B2BSM
We’ve got a a Problem.
73% of CEOs
don’t believe marketers
drive revenue. 91!FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
Leads fix the problem.
Leads are a PROXY for Sales.
@JeffreyLCohen
Your goal shouldn't be to buy leads. Your goal should be to buy customers.
“
” #B2BSM
1List Track Mailer
Traditional Lead Gen Campaign
ROI
1Tweet Form
Landing Page
How Social Media Leads Happen
Lead
Like Blog Post
+1
Product Page
Blog Post
3 Keys for Social Media Lead Generation Success
3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
60% of the sales
cycle is over – before a buyer
talks to your salesperson. 91!
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
People to People
@JeffreyLCohen
“
” #B2BSM
Prospects don’t care about your products. They want solutions to their problems.
Build Strong Ties
Interaction, Affection and Time
Follow. Friend. Connect. With People.
The Lifespan of a Mayfly
1 – 24 Hours
The Lifespan of a Tweet
The Lifespan of a Tweet
18 min Source: Moz
THE
10-4-1
RULE
THE
10-4-1
RULE
Links to third-party articles
THE
10-4-1
RULE
Links to company blog posts
THE
10-4-1
RULE Link to a company landing page
Engagement = Affection
Be consistent.
@JeffreyLCohen
“
” #B2BSM
Publishing and sharing content online is the single biggest lever to increase lead generation.
3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
Get people to share.
Closed Millions In Sales From Online Leads ROI – 2800%!
3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
Social Conversion
Social Conversion =Social
Proof + Strong Ties
Social Proof
People want to feel safe.
@JeffreyLCohen
Create awesome content and reduce the friction around sharing it.
“
” #B2BSM
Banners, Contacts and Updates Provide Opportunities
3
Build a Network of Strong Ties
2 Influence Connections For Content Sharing
Master Social Conversion
1
Prove the CEO
Wrong
THANK YOU
