Why Social Attribution is Important in the Engagement Economy
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The document discusses the significance of social attribution in the B2B engagement economy, highlighting that a substantial percentage of B2B buyers rely on social media for purchasing decisions. It addresses the challenges of tracking social media activity and its impact on lead generation and qualification. The presentation includes a Q&A session with industry experts to explore strategies and technologies for effective social media attribution.
Why Social Attribution is Important in the Engagement Economy
- 1. Why Social Attribution is Important in the Engagement Economy
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 Housekeeping • The webinar is being recorded! Slides and recording will be sent to everyone who registers after the webinar concludes • Have a question? Type your question in the chat box on the left hand side • Posting to social? Use: • @marketo, @oktopost, @cday_uk
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 Agenda • Introductions • Why social has a big impact in the B2B world • Social attribution challenges & trends • Q&A session with FIS Global to answer all of your social attribution questions!
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 Meet Oktopost! Oktopost is the only LaunchPoint Accelerate social media engagement platform and partner that is architected for B2B • Publishing & Analytics by combining Engagement Platforms and Social Media Platforms • Employee Advocacy for amplified reach • Response Management by routing social chatter and messages to a relevant employee Daniel Kushner CEO @ Oktopost
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 Meet FIS! • FIS is the world's largest global provider dedicated to financial technology solutions • Client Champion: We champion our clients every step of the way to help them reach their goals • End-to-End Capabilities: We provide exceptional technology services covering the entire financial landscape • Empowering the financial world: We empower the financial world and everyone touched by it • From banking to capital markets, retail to corporate — and everything touched by financial services — we bring greater efficiency, flexibility and scalability. Colin Day Vice President Global Demand Centre & Marketing CTO @ FIS
- 6. It’s an exciting and challenging time for marketing
- 7. We have high expectations of buyers measure all brands against a select few – think Amazon, Netflix, and Starbucks. (Wunderman) 87% We’re overwhelmed by the noise of buyers feel annoyed when they’re blasted with generic marketing. (Marketo) 63%
- 8. We’re connected like never before
- 9. More Informed Buyers of buyers conduct research online during the buying process. (Accenture) 94%
- 10. Growing Customer Expectations only consider brands that show they understand and care about ‘me.’ (Wunderman) 79% say customer experience is more important than price in buying decisions. (Forrester) 64%70% of buying experiences are based on how customers feel they're being understood. (McKinsey)
- 11. Email Web Mobile Social Ads Expanding Customer Touch Points
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 Is social really that important?
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 And what about for B2B? • 55% of B2B buyers search for information on social media (AdWeek, 2015) • 84% of C-level and VP executives use social media to support purchasing decisions (IDC, 2016) • In a B2B case study, once they were able to track it – they saw that 24% of all MQL's came from social media • In a 30-day period, leads took an average of 6.4 social actions VS. opening 1.4 emails and visiting 3 website pages
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 But Social Media in B2B is Hard… • You audience is interacting with you on social, but you can’t track this activity in your Engagement Platform • Social media is often a major source for lead generation, yet it gets almost no credit • Lead qualification and scoring isn’t possible when your audience is on social • Tracking the effectiveness of social-selling is near- impossible
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 But times are changing! MORE DATA = MORE POWER Email Website CRM Social Media WebsiteCRM Email
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 How? Example timeline of typical user interactions with brand assets Customer Engagement Timeline
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 How? Example timeline of typical user interactions with brand assets Customer Engagement Timeline
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 Q&A with Colin Day
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 What is the role of social media in your overall campaign strategy?
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 What were some of the challenges you faced when adding social as a major channel to your strategy?
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 What technologies did you discover and how did you choose the best one for accurate social media attribution?
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 With the vast amounts of data you are collecting, how are you pulling it all together in a cohesive story?
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 As you continue to grow, how are you managing social engagement at scale?
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 10/25/2017 What are some key takeaways you can share with fellow B2B marketers on how to start with social media attribution?
- 25. Thank you!
Editor's Notes
- #5: Intro to Oktopost Ben - deeper overview of why you created the product, etc…
- #7: I think we all can agree that it’s a challenging and thrilling time to be in marketing – we see this in our every day interactions
- #8: Think about yourself… how you are as a customer… You and your buyers have sky-high expectations. They’ve been set by the likes of Amazon, Netflix, and Uber… even in the B2B space. They now expect better from the companies they work with… to be treated like individuals… and tune out the rest. Or worse, we get a little bit annoyed. Does this sound like you? What about your own customers?
- #9: It seems like us as marketers can reach people like never before. There are so many more touchpoints with which to reach people – many channels – and even massive audiences that might’ve been prohibitively expensive, or simply unreachable, are now available.
- #10: You’ve read this stat before, 94% of buyers conduct research to help influence their buying process. – and this number just keeps going up. Customers are savvy. They are creating their own journey - doing all the leg-work on their own, without your sales team. Without making direct contact. Which means you, as a brand have to cultivate demand where sales can’t go. In fact: 55% of B2B buyers search for information on social media (AdWeek, 2015)
- #11: The relationships between customers and brands has fundamentally changed Customers only want to work with brands that care about them. These days, they value experiences more than price, and feel that the best brands are delivering above their expectations across the whole customer journey. It’s no longer about transactions with brands; consumers demand meaningful experiences that connect with them personally and wherever they are.
- #12: And, today there are more channels to communicate with your customer than ever before: Email, Web, Mobile, Social, Ads (not to mention events and other offline channels). Customers move freely across these channels expecting you to deliver meaningful, consistent and personalized interactions throughout. And this is really the fundamental elements of the Engagement Economy. And now I’d like to turn it over to Daniel to discuss why Social is so important in this new engagment economy.