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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT