How to get more leads without blatant self-promotion or ruining your online reputation.
Generating leads is what B2B marketing is all about. Luckily, social marketing has demonstrated measurable power in support of that goal and many B2B marketers use it that way. In fact, according to a recent study by BtoB Magazine, 93 percent of all B2B marketers are engaged in some form of social media marketing, with most putting their focus on the most popular channels (LinkedIn, Facebook, and Twitter).
Yet, the whole premise of lead generation seems contrary to the open, customer-is-in-charge nature of social media. Is it possible to get more leads without blatant self-promotion or ruining your online reputation?
Most definitely. In fact, some of our customers are seeing leads from social media convert up to 25 percent of the time - right on par with whitepaper downloads and even some outbound call centers. In working with several B2B marketers now who are integrating social marketing into their integrated marketing management programs (a fancy term that Gartner likes for marketing automation), we've been refining a 10-step process for success. Love to hear what is working for you and what you'd add or edit from this list.
What do you think? Share your own experiences and methods with us and let's keep the learning going.
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Stephanie Miller is a relentless customer advocate and a champion for marketers creating memorable online experiences. A digital marketing expert, she helps responsible data-driven marketers connect with the people, resources, and ideas they need to optimize response and revenue. She speaks and writes regularly and leads many industry initiatives as VP, Member Relations and Chief Listening Officer at the Direct Marketing Association (www.the-dma.org). Feedback and column ideas most welcome, to smiller AT the-dma DOT org or @stephanieSAM.
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August 21, 2014