B2B Marketers: The Future is Social

B2BMARKETERS:THE FUTUREIS SOCIALON THE EDGE: BRISTOL #EdgeBristol @N1colaRay @modernb2b

TRENDS

STRATEGY

ENGAGEMENT

MEASURING

OUTLINE

9393% OF MARKETERS USE SOCIAL MEDIA FOR BUSINESS

Source: Search Engine Journal

Source: Useful Social Media, 2014. Taken from Econsultancy Social Media

Compendium, 2014

B2B USES FOR SOCIAL MEDIA

CO

MM

S

MA

RK

ET

ING

CU

ST

OM

ER

SE

RV

ICE

RE

PU

TAT

ION

MO

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OR

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ON

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PR

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ME

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PL

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EN

GA

GE

ME

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L C

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Source: B2B Marketing Magazine, Social Media Benchmark, 2013

STRATEGIC REASONS FOR USING SOCIAL MEDIA

10% NURTURING LEADS

36% GENERATING LEADS

48% THOUGHT LEADERSHIP

54% BUILDING BRAND PRESENCE

Source: B2B Marketing Magazine, Social Media Benchmark, 2013

TACTICAL REASONS FOR USING SOCIAL MEDIA

R&D

RECRUITMENT

CROSS SELL / UP SELL

DRIVING WEBSITE TRAFFIC

NEW PRODUCT LAUNCH

CUSTOMER SERVICE

DRIVING DIRECT SALES

CUSTOMER INSIGHT

CUSTOMER LOYALTY

13%

14%

15%

16%

16%

55%

6%

1%

6%

6 10-

MORE THAN 60% OF MARKETERS WHO SPEND 6-10 HOURS A WEEK ON SOCIAL MEDIA MARKETING SAY IT HELPS THEM GENERATE LEADS.

Source: Social Media Examiner, May 2013

NOT JUST ABOUT

BROADCASTING

MESSAGES TO GENERATE LEADS

B2B BUYERS USE SOCIAL MEDIA TO RESEARCH,

VALIDATE AUTHENTICITY AND THEN ENGAGE.

Source: Buyersphere, 2013

ENGAGE

SOCIAL MEDIA NEEDS A CLEARLY DEFINED STRATEGY FOR SUCCESS

STRATEGY

LISTENENGAGEREVIEW

INSIGHT

WHEN PEOPLE TALK, LISTEN COMPLETELY. MOST PEOPLE NEVER LISTEN. ERNEST HEMINGWAY

-RT -JOB -CAREERS OR #BIGDATA OR #DATASCIENCE OR #HIT OR TELECOM OR “BIG DATA” SINCE:2014-01-01 GEOCODE:51.452468, -2.599115,500KM

$2MPIPELINETHREE WEEKS

WORKING THE GROUP

KPI 

DETERMINE THE METRICS

LEADSMQLSALSQLOPPSALE

Source: ExactTarget, January 2014

AGREE IS AGREE WILL DON'T AGREE

SOCIAL MEDIA MARKETING IS PRODUCING ROI: 34% AGREE 

SOCIAL MEDIA MARKETING WILL EVENTUALLY PRODUCE ROI: 52% AGREE

CLEARLY DEFINEDTHE SECRET:

STRATEGY

?IS THE FUTURE

SOCIALFOR B2BMARKETERS

QUESTIONS

NICOLA RAY | MODERN

[email protected]

@modernb2b

0117 332 6700