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Partners in Success: How (and Why) Sales and Marketing Are Working More Closely Than Ever
Jake Wengroff
Global Director, Social Media Strategy and Research
Frost & Sullivan
Sales Management 2.0 ConferenceMarch 5, 2012
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Jake WengroffGlobal DirectorSocial Media Strategy & Research+1 (210) 247-3806mobile +1 (917) [email protected]
Follow me on Twitter @Frost_Sullivan@JakeWengroff
http://www.facebook.com/frostandsullivan
http://www.slideshare.net/frostandsullivan
About Me
http://www.linkedin.com/in/jakewengroff
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Social Media as a Revenue Opportunity
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Leads and Satisfaction Remain Crucial
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What I Usually Tell My Audience of Social Media Pro’s….
Sales is the strongest indicator of social media ROI and proof of concept
Engages the sales and customer experience departments
Intrigues the C-suite
Validates your social media programs and gets you resources (staff, budget)
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Strategies and Tactics: Finding and Engaging with Customers Online
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Strategies and Tactics
Social search is the new search.
Cold-calling, redefined.
Cold tweets are OK, but random invites to LinkedIn are not.
Marketing automation and social media are your new best tools.
Speak regularly with your social media and Eloqua/Marketo/marketing automation team.
Track, take screenshots, measure success!
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Feeding the Content Beast…..
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Content Marketing = Thought Leadership
You need to become the voice of your company, brand, and products.
Keep it authentic, organic, and engaging – but not confrontational.
Content – and original voice – are what attract buyers.
Being a thought leader requires a lot of extra work.
...but you will be rewarded with inquiries, leads – and leadership.
But content, isn’t that the marketing department’s job?
Yes and no….
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Groups Are a Good Start…
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…But Use Company Pages to Learn of Connections
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Should You Go Premium?
Only when you’ve exhausted the features of the Basic (Free) version
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‘View Insights’ on Your Company’s Facebook Page
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BranchOut
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BeKnown
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Search on Twitter for Clients and Prospects
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Klout: Measure a Client or Prospect’s Influence
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Other Social Media Channels
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SlideShare: the Ultimate B2B Social Media Channel
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SlideShare: Lead Capture Mechanism
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Quora: Question and Answer Time
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Google+: Still in its Infancy
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Remarks
Accept that you cannot track/follow/follow-up on/find/read everything.
Choose 1-2 social media channels to attack first, before widening your net.
Accept that you cannot do it alone.
Offer to be part of your company’s Social Media ‘Dream Team.’
Accept that you will make mistakes.
And keep learning from them. There is no perfect, out-of-the-box solution. Keep
searching, commenting, Like’ing, +1’ing, Tweeting until you find out what works.
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Jake WengroffGlobal DirectorSocial Media Strategy & Research+1 (210) 247-3806mobile +1 (917) [email protected]
Follow me on Twitter @Frost_Sullivan@JakeWengroff
http://www.facebook.com/frostandsullivan
http://www.slideshare.net/frostandsullivan
Talk to Me
http://www.linkedin.com/in/jakewengroff
