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 partner with brand and marketing technology strategy firm TopRight Partners, which helps customers use the technology they have today to do the marketing they want to do today and tomorrow. She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process, and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industry-wide initiatives. Feedback and column ideas most welcome, to smiller AT toprightpartners DOT com or @stephanieSAM.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT