Digital and Social Media
Bring it on! Here’s one simple formula:
Create really, really compelling content. Run fewer campaigns and only those that really have juice. If you sit on data, exploit it. If you don’t, find a way to create it. It works for the media and for lead-gen.
Button down your lead-gen process. On the front end ask the qualifier: How will it generate or nurture leads? On the back end: Who’s going to follow-up, and how will they advance the conversation?
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B2B marketers are finally trying to crack the Facebook code – no surprise, since it’s second in site traffic only to Google, and presents a huge opportunity for businesses to engage with a growing audience.
With widespread perception as a consumer-only channel, those in the B2B space have been hesitant to take the leap and create a fan page. But now – lots of companies are taking the gamble and winning. Here are a few great examples of B2B companies leveraging Facebook:
Tech buyers are changing how they use social media, and marketers are not catching up fast enough. That’s the key premise of Forrester’s newest brief on Social Technographics for Business Technology Buyers, which just came out July 18th.
The biggest concern is that marketers are continuing to invest in broad-based social networks, but that’s not where buyers are congregating. And marketers are still investing in ‘tried-and-true’ programs – even though 20% or more of most IT buyers say they are not relying heavily on resources like webinars or publications to make their buying decisions.
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It’s easy enough to buy fans, especially if you’re offering up $5-off coupons, or free samples. Harder, though, to keep them – and make no mistake; they are fleeing. Which is why consumer marketers like Starwood Hotels and Major League Baseball, among others, are rightfully concerned – even obsessed – about fan-flight. (Those are some of the findings from an interesting paper called The Social marketing Funnel: Driving More >
Scoring 45 minutes on the stage at an important industry event (paid or unpaid) is a win. These days, that’ll get your company in front of 20-100 people, on average. We’re big believers in quality over quantity, so if you’re standing in front of the only people you care about, mission accomplished. For most – that’s not the case.
Here are a handful of ideas to expand your reach and fuel lead gen, with very little “extra” effort: