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Click Asia 2011 Presentation on Lead Nurturing and Social Media for B2B

GetIT Pte. Ltd
GetIT Pte. Ltd

This document discusses strategies for B2B lead nurturing, content marketing, and social media. It recommends establishing goals for social media use, mapping target prospects and influencers, and setting up frameworks for engagement and content creation. Content should be mapped to buyer personas and used for lead nurturing through the sales funnel. While tools make execution easier, long-term success requires strategic planning and cultural changes.

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LEAD NURTURING & SOCIAL MEDIA FOR B2B ENTERPRISE MARKETING Anol Bhattacharya GETIT COMMS www.getitcomms.com 油
LEAD NURTURING CONTENT MARKETING SOCIAL MEDIA
GETIT COMMS www.getitcomms.com 油 MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES
www.B2Bento.com
LEAD NURTURING CONTENT MARKETING SOCIAL MEDIA
LEAD NURTURING
25% 25% 50%
NURTURING PROSPECT'S JOURNEY THROUGH THE EXTENDED PIPELINE
SALES-LAND MARKETING-VILLE
UNQUALIFIED LEADS = WASTE OF SALES PRODUCTIVITY
OPEN WEB TELE-CALL MEETING EMAIL NOT OPENED WEB DOWNLOADED MEETING NOT DOWNLOADED
LEAD SCORING +10 SALES FUNNEL -10 THRESHOLD inactive +5 +20 +15 +25 +5 TOTAL POINTS
TOOLS ARE EASY - STRATEGIC FRAMEWORK AND CHANGE IN CULTURE IS TOUGH
SOCIAL MEDIA
SOCIAL MEDIA BANDWAGON MARKETERS
I CAN HAS FANS? BLAH BLAH BLAH SOCIAL MEDIA DOUCHE-BAG EXPERT!
Cha-Chi ng!
FEW MONTHS LATER
3 FOLLOWERS DAD MOM NEIGHBORS DOG
WHERE IS LOVE?
ESTABLISH YOUR GOALS ≒ Brand Awareness? The why of social media ≒ Lead Generation? ≒ Lead Nurturing? ≒ Customer Service?
WHERE ARE YOUR PROSPECTS? OUTBOUND ANALYSIS
WHERE ARE YOUR PROSPECTS? INBOUND ANALYSIS
MAP INFLUENCES ≒ Who are talking about your product(s)? ≒ Who are talking about your product category? ≒ What your competitors doing? ≒ Who are talking about your competitors?
SET UP ENGAGEMENT FRAMEWORK ≒ Response workflow ≒ Escalation process
CONTENT
Click Asia 2011 Presentation on Lead Nurturing and Social Media for B2B
CONTENT FOR LEAD NURTURING
CONTENT MAPPED WITH BUYERS PERSONA END USER TECHNICAL DECISION MAKER ECONOMIC INFLUENCER DECISION MAKER
LEAD NURTURING CONTENT MARKETING SOCIAL MEDIA
? Anol Bhattacharya GETIT COMMS www.getitcomms.com 油

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Click Asia 2011 Presentation on Lead Nurturing and Social Media for B2B