©2013 eMarketer Inc.
O C T O B E R 4, 2 0 1 3
B2B Lead Generation—Best Practices in Social, Content Marketing and Video
Kris Oser
Sponsored by:
©2013 eMarketer Inc.
Agenda:
� Spending shifts in marketing budgets
� Increased emphasis on content marketing, social media and video
� Best practices from B2B marketers
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Digital figures prominently among tactics preferred by B2B marketers
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The vast majority of B2B marketers in North America use content marketing
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It’s become the leading focus for a plurality of B2B marketers worldwide
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What makes for good B2B content marketing?
� It IS designed to help people do their jobs better
� It IS NOT about promoting or advertising a company’s brand directly, or overtly trying to sell something
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Why has content marketing become so popular the last few years?
Done right,
it can
engage
prospects
throughout
the sales
cycle
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Engagement = Trust
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Three best practices for content marketers:
1. Be useful and relevant to clients and prospects
2. Move beyond “likes” to loyalty
3. Crank the content spigot
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1. Be useful and relevant for customers and prospects
“Put yourselves in the shoes of the customer. … Nobody wants to invite themselves into a sales pitch.”
—Maribeth Ross, vice president of marketing at NetProspex
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NetProspex’s Marketing Plan-o-gram: a hit with prospects and customers
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2. Move beyond “likes” to genuine loyalty
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3. Crank the content spigot
“We have this always-on, constant stream of conversation with our customers.”
—Rishi Dave, B2B social media director at Dell
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Content Marketing—Key Points:
� The majority of B2B marketers use content marketing because it improves engagement.
� Think like your customer. Make sure the content suits their needs and helps them do their jobs better. This will position you as a thought leader.
� Look for real loyalty. Once you engage your customers, inspire them to evangelize—and criticize.
� Keep the content coming. Content should be ever-flowing.
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Using Content Marketing in Social Networks
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Content Marketing
SocialNetworks
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B2B marketers face a common conundrum: social media marketing is a must-have, but return on investment remains elusive
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What keeps
B2B
marketers
up at night?
Finding leads, qualifying leads and reaching targeted leads
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Opinions of
friends and
peers and
social media
greatly
influence
B2B
decision-
makers
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B2B marketers point to social as a favorite digital marketing tactic because social networks are where buyers are
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What can social do for my brand?
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Two simple rules for social media marketers:
1. Integrate social networks
2. Get to know your prospects
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1. LinkedIn is only a start
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Don’t settle for one social network; integrate social networks
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Draw from employees’ personal connections on social networks
“There’s a lot of power in those networks.”
—Scott Harris, director of demand marketing at Adobe
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For many B2B executives, business and personal social networks mix
“Their business is always on their mind.”
—Christopher Litster, senior vice president of sales and marketing at Constant Contact
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Why is GE on “consumer sites” like Pinterest and Instagram?
Being on these sites shows that “we are not this big, cold company, but are comprised of individuals and technologies and innovations that are actually things that matter.”
—Andy Markowitz, director of global digital strategy at General Electric
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2. Get to know your prospects
Genuine engagement happens when:
� Data or insights help prospects do their jobs better.
� A brand provides content that keeps a recipient interested and involved—and which leads naturally to the next step …
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Each touchpoint is a chance to get a little more information from your prospect
“People think the content you’re putting out in social channels is more exclusive.”—Christopher Litster, senior vice president of sales and marketing at Constant Contact
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Social Media Marketing—Key Points:
� Social media helps build relationships with prospects.
� LinkedIn is only a start: Integrate social networks.
� Get to know your prospects. Get more information each time you interact with them to help move them along the purchase funnel.
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Using Video in Content Marketing
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Content Marketing
Video
SocialNetworks
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Online videos are an important and growing research source amongB2B decision-makers
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Watching
video is a
leading
social media
activity
among
B2B
decision-
makers
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B2B marketers say video is among the most successful tactics for creating awareness and generating targeted leads
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Marketers planned to increase spending on online video in 2013
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Two simple rules for B2B video marketing:
1. Tell a good story
2. Length matters
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1. Tell a good story
Elements of a good story:
� Brevity
� Clarity
� Entertainment and relevancy
� Humor (sometimes)
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Humor? Really? For a B2B audience?
“We’re all human. Even though this is B2B, everyone likes a good story and everybody likes to laugh … Video is excellent at really packaging all of that together and helping you tell a very efficient story.”
—Jennifer Anaya, vice president of marketing, North America, at Ingram Micro
“Don’t be a Joel” – video examplehttp://www.youtube.com/watch?v=wj6gYtbEfBk
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2. Length matters. (But also consider the context)
“You have to tailor to the different channels you’re pushing [the video] through. A 30-minute video probably won’t perform as well on YouTube as a 5-minute or 3-minute video.”
—Tobias Falkencrone, head of marketing and branding at Maersk Group
“Building the Triple-E” – video examplehttp://www.youtube.com/watch?v=vxeREd3s_UE
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Key Takeaways
Content Marketing
Video
SocialNetworks
Content Marketing
� Think like your customer
� Move beyond “likes” to loyalty
� Crank the content spigot
Social Media Marketing
� LinkedIn is only a start
� Get to know your prospect
Video Marketing
� Tell a good story
� Make the length suit the platform
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Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Are your efforts maximizing your investments?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Mapping Content to Stage
� Everyone in target market
� Goal: Engagement through reciprocity
� Content: Infographics, video (fun interactive)
• Channels include Blogs, Social interaction, Paid Search, Media Channels, Partner interactions
1
2
3
4
5
Engagement
Inte
res
t
Suspect
Prospect
Lead
Opportunity
Community
� Actively engaged in information exchanged for content
� Goal: increase opportunities for “scoring”
� Content: email, ads, display, events
� * ebooks and analyst reports perform well here
� Prospect that meets fit and engagement interest
� Goal: Content that addresses their pains
� Content: whitepapers, testimonials, demos
� Support the 1:1 conversations
� Officially entered the pipeline
� Goal: support the buying cycle
� Content: self serve “sales play” or use case-based content, ROI calculators, RFP generators
� Don’t lose your focus, continue to package. Invite to your community
� Foster an active community
� Goal: continue engaging and educating. Pair content and product BPs
� Content can drive attendance at events, for follow on product sales
� Continue to “nurture” with best practices
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Web
Integrated campaign
Eloqua Campaign
Social Engagement
Inbound / Advertising
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
The Integrated Checklist
� Strategize Across ALL Marketing Functions – NO silos
� Synchronize your efforts
� Build the content master inventory
– Keep track of where its been used
– Age of content, note the oldest quote
� Analyze and Optimize
� Integration takes some effort, but will yield true
insights into velocity and investment
©2013 eMarketer Inc.
Q&A Session
B2B Lead Generation—Best Practices in Social, Content
Marketing and Video
Sponsored by:
Oracle Eloqua
You will receive an email tomorrow with a link to
view the deck and webinar recording.
Kris Oser
Learn more about digital marketing with an eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
� B2B Social Media Lead Generation: Best Practices for 2013
� B2B Marketing Automation: Using Behavioral
Data to Power Lead Nurture
� B2B Content Marketing: Best Practices for 2013
� Marketing on LinkedIn: New Opportunities, But Old Issues Remain
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