Transcript B2B lead generation in India through Social media

B2B Lead Generation
through Social Media in India
A PRESENTATION BY
Globally, 75% of
and
B2B buyers
84% of C-level/VP
executives
use
social media to make
purchase decisions
Source: Social Buying Meets Social Selling: How Trusted Networks Improve
the Purchase Experience, IDC, February 2014
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Globally,
70% of B2B
Marketers use
social media as their
leading
content marketing
channel
Source: What Works Where: The Recipe for Digital Success in B2B, OMOBONO
The Business Agency, 2015
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69% of India B2B
Marketers confirmed Social
Media Marketing to be one of
the primary content
marketing activities in
2014.
Source: The Digital DNA – State of eMarketing India 2015, Octane Research
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The Myth & Facts about
B2B Social Media Marketing
The Myth
Social Media is used primarily by junior people
who do not have the influencing/ purchasing
power.
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The Facts
B2B buyers who are active on social media
comprise a more Senior and influential segment.
These senior buyers spend 84% more per
purchase and make 61% more purchase
decisions than the non-users of social media.
Source: Social Buying Meets Social Selling: How Trusted Networks Improve
the Purchase Experience, IDC, February 2014
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Status of B2B Content Marketing and
Social Media Marketing (2014-15) in India
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B2B Content Marketing in India
• 23% B2B marketers generate 30%+ of revenues
through content marketing.
• 20% of smaller businesses generate 50%+ of revenue
using content marketing.
Source: The Digital DNA – State of eMarketing India 2015, Octane Research
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B2B Social Media Marketing in India
• For the past 5 years Social Media Marketing remains the most
popular online marketing activity
• 52% use social media as an efficient customer engagement tool
• Social Media Marketing and Email Marketing have been the top
sources of customer engagement in the last 4 years
Source: The Digital DNA – State of eMarketing India 2015, Octane Research
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B2B Social Media Marketing in India, Contd…
Social media
Influence of social media on email marketing campaigns
boosts the
success of Email
marketing which
is still one of the
leading
content
marketing
activities at 71%
popularity
Source/Graphic Courtesy: The Digital DNA – State of eMarketing India 2015, Octane Research
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Success Stories of Social Media
Marketing in India
Deskaway, iYogi, TCS, Suzlon
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DeskAway
Company
Snapshot
DeskAway is an online Project Collaboration Web app that allows small and large teams to work
together on projects.
Challenge
Reaching a huge target market including a wide variety of companies.
Social Media
Strategy
1. It chose Twitter as a springboard along with Adwords and paid media for B2B marketing.
2. It shares news, messages, display thought leadership on Cloud/SaaS, offer product
announcements, and write blog articles on its Twitter stream.
3. It set up a weekly plan to search terms on Twitter, monitor its audiences’ interests, connecting
with them and offering a subtle information on what they have to offer.
Results
1.
2.
3.
4.
Social Media proved to be a very cost effective way to connect with their vast target audience
Established effective market reach
Successful in creating brand awareness
Lead generation
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iYogi
Company
Snapshot
iYogi is a remote technical support company. It launched Digital Service Cloud, a new cloudbased product offering targeted at large telecommunications companies and original
equipment manufacturers (OEMs).
Challenge
To create brand awareness of the new cloud-based product offering and generate leads.
Social Media
Strategy
1. As most other B2B marketers, iYogi chose Linkedin as one of its content marketing
channels.
2. With the help of sponsored update campaigns and other tools, iYogi identified the areas of
interest and places where key decision makers were clustered.
3. Through its content, iYogi garnered engagement with its target audience.
Results (Source:
LinkedIn, Jan
2014)
1. Steady rise in relevant followers on the iYogi company page.
2. The campaign was successful in achieving 62% of the follower base within three months
from the start of the campaign.
3. The campaign also achieved 7-8% content shareability out of the total engagements.
4. Established engagements with Business Development Managers and influencer-level
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audiences in select industries globally.
Tata Consultancy Services (TCS)
Company
Snapshot
TCS launched the Digital Software & Solutions Group (DS&S Group) to help enterprises achieve
successful digital transformation with fully integrated and licensed modular software and
solutions.
Challenge
1. Reaching the decision makers in both marketing and analytics functions of the telecom,
retail and financial markets to provide tailored solutions to their digital transformation
needs
2. Offer the best “how-to” content.
Social Media
Strategy
1. TCS chose Linkedin as one of its prime engagement tools with its target audience.
2. The main strategy was to deliver “how-to” content rather than “theory” and, thereby
establish itself as a not just a thought leader but also a “doing-leader”
Results (Source:
Linkedin, April
2015)
1.
2.
3.
4.
Drove traffic with 1.8X above LinkedIn benchmark CTR (0.51% vs 0.28%)
Earned 15% more clicks worth INR 504523 in free earned media
185 decision makers acquired as followers
1.6X engagement rate compared to LinkedIn benchmarks (0.56% vs 0.34%)
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Suzlon
Company
Snapshot
Suzlon is a leading Indian Wind Energy company with a vision of pursuing sustainable development
for the planet in the social, economic and ecological spheres.
Challenge
1. There was a need to widen Suzlon’s appeal to suit the sentiments of general masses.
2. After identifying youth as the most suitable audience, it had to demonstrate how an individual
could find solutions to have cleaner air.
Social Media
Strategy
1. As a part of their commitment to bringing about a “Clean Air Revolution” in India they launched
a campaign called P.A.L.S (Pure Air Lovers Society).
2. The media campaign used Facebook, Twitter and, direct mailers to drive the audience to the
P.A.L.S website and participate in the point of actions
3. Regular updates about P.A.L.S events were sent to the registered audience, thereby, creating a
platform for people to come out in open and share views and techniques to achieve cleaner air.
Results
1. This social campaign was among the fastest growing social cause campaigns in India and quickly
reached a major milestone of creating a million strong P.A.L.S community.
2. Brand awareness, increase in website traffic being a natural consequence, they also established
thought leadership and positioned themselves as a company closer to the general public and
not just B2B communities.
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Key benefits of Social Media Marketing for
B2B companies in India
40% of B2B
companies have
generated sales leads
from social media in
India
Source/Graphic Courtesy: The Digital DNA – State of eMarketing India 2015, Octane Research
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Global Patterns in
B2B Social Media Marketing
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Social media has a 100%
higher lead-to-close rate than
outbound marketing1
54% of B2B marketers have generated
leads with social media marketing
40% of those who generated leads have
generated revenue2
What it means to B2B marketers
Social media provides a channel to interact, converse and build trust. The leads
generated on the basis of trust are more likely to convert into sales.
Its time to distribute as much content as possible on these social media channels to
build the trust, brand awareness and thought leadership and “pull” the prospects
rather than using a “push” strategy
Sources: 1. State of Inbound Marketing, 2012
2. Whittington Consulting
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B2B companies
generate
3 times
more leads
through
social media
than traditional
channels
Sources: 2015 B2B Lead Gen Report, Pinpoint Market Research and Anderson Jones
Social media
conversations
increase the
speed of
closing by
20%
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Lead Generation for B2B Marketers through Social
Media
LinkedIn has emerged as the favorite social
media channel of B2B marketers and a
platform to distribute content plus build
successful networks which will give quality
leads that can be nurtured to conversions.
36%
69%
Facebook and Twitter are shaping up as
lighter channels to share content, brief
insights to articles, images and blogs.
49%
LinkedIn
Facebook
What it means
Twitter
Sources: 2015 B2B Lead Gen Report, Pinpoint Market Research and Anderson Jones
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Other Exciting Facts
• Of all the decision-makers who use social media to make purchases
45.2% influence or make decisions company- wide
24.6% influence or make decisions for their respective business units
• Buyers place great trust in their professional networks
76.2% buyers say that they prefer to work with vendors that have been
recommended by someone in their network
Sources: Social Buying Meets Social Selling: How Trusted Networks Improve
the Purchase Experience, IDC, February 2014
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Key benefits of Social Media, Global
Source/Graphic Courtesy: : 2012 Social Media Marketing Industry Report,
Social Media Examiner
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Key success metrics
1. Customer
Engagement
7. Sales
6. ROI
5. Lead
generation
2. Social
Reach
3. Visitor
Growth Rate
4. Conversion
rate
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Percentage of B2B
marketers who
use various social
media sites to
distribute content
Source/Graphic Courtesy: 2014 B2B Content Marketing Trends – North
America: Content Marketing Institute/MarketingProfs
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B2B buyers’ top uses of the most popular social media - LinkedIn
Source/Graphic Courtesy: Social Buying Meets Social Selling: How Trusted Networks Improve
the Purchase Experience, IDC, February 2014
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Tips for success in Social Media Marketing
• Undertake ample research to understand the sentiments and demands of the target
market
• Have clear and definable objectives
• Commitment and consistency in creating high-quality content, information-handling and
responding to the queries/issues/ideas of the target audience
• To be present at the intersection of conversation. It not only creates brand awareness
but also builds trust and thought leadership
• Find industry audience who can bring in with them strong and influential social networks
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Tips for success, Contd…
• Don’t be explicitly promotional. Social media is essentially an interaction and
knowledge sharing tool for B2B marketers. Hard selling can be counter-productive
• Monitoring the brand sentiment rather than just tracking the brand mentions.
Brand sentiment is a ratio of favorable to unfavorable mentions of a brand in the
online media.
• The profiles and content on the social media should be up-to-date and of high
quality.
• A documented strategy for consistent content creation, measuring the ROI of
social media, lead management and lead nurturing through the sales cycle.
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“Whether you’re in the B2B or B2C sales side and
whether or not your product is a cheap impulse buy
or a multi-million dollar long term sales cycle, your
business is now – without a doubt – a media
company as well.” Mitch Joel, President, Mirum
“’Build it, and they will come’ only works in the
movies. Social Media is a ‘build it, nurture it,
engage them and they may come and stay.’” Seth
Godin, Author, Permission Marketing
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Other References:
Social Samosa
Linkedin
2015 Social Media Marketing Industry Report, Social Media Examiner
http://www.rickwhittington.com/blog/b2b-demand-generation-with-social-media/#sthash.I8WqzZ1y.dpuf
http://www.ey.com/Publication/vwLUAssets/EY-social-media-marketing-india-trends-study-2014/$FILE/EYsocial-media-marketing-india-trends-study-2014.pdf
www.mantran.in
Email: [email protected]
Bangalore, India
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