How to Turn Followers and Fans into Leads (and when not to)

One of the most evident goals of a social media program is to grow the fan base. Publish great content, develop a voice, reach out to others in social networks, rinse and repeat.

But as social media becomes more accountable, marketers look for ways to generate leads throughout the process.

So how do you best turn fans into leads? Should they be considered in the same sentence? How do we separate followers from potential leads?

In our latest session of #B2Bchat, we dive into these questions and more. Join us on February 2, 2012 at 5:00 p.m. Pacific to discuss How to Turn Followers and Fans into Leads (and when not to).

Q. What is the definition of a sales-ready lead?

Q. Do you enter your followers and fans into (or other CRM)?

Q. How do your social media followers fit into lead generation?

Q. What is the transition point between being a fan to being a lead?

Q. What’s the quickest way to turn customers into followers?

Photo by Lawrence Barnes

Social Media and Email: Two Separate Worlds? #B2Bchat

Email marketing and social media marketing – two core marketing channels – were born approximately a decade apart. And among most B2B marketing organizations, social media and email are still handled as two separate entities.

Chris Hosford, in his recent article in BtoB Magazine, points out that social and email interactions depend on each other much more than is commonly acknowledged. Should there be a stronger push towards the convergence of social media and email as it relates to customer and prospect communication? What are the best ways to leverage the two mediums in tandem?

Join other B2B marketers for a lively Twitter chat on Thursday, September 8 (5 p.m. Pacific, 8 p.m. Eastern) as we dive in to the following questions, and more!

Q. Do you collect social profile info for your customers/prospects?

Q. Does your email audience expect you to communicate with them via email?

Q. What are the best ways to get your social media audience to opt in to email communications?

Q. What are the best tools for bringing together social and email communication?

Q. Why are social media and email traditionally treated as silos?

Q. For the B2B marketer, what are the similarities between email and social media?

Q. Does an opt-in mean the same thing in social media as with email?

Blogging in the Social Media Ecosystem

Funny image about blogging

Photo credit: Scott Beale / Laughing Squid

Okay, so you’re sold on the value of having a blog for marketing purposes. In fact, as a B2B marketer, you have probably been at the blogging game for three or four years now.

But how have social media changed the way you blog? Are you getting everything you can out of your corporate blog? What are the latest tips and tricks needed to turn your blog into the backbone of your content marketing strategy? Do your Twitter and Facebook followers read your blog?

We’d like to hear from you in our upcoming live Twitter chat, June 23, 2011. Follow the #B2Bchat Twitter stream starting at 5:00 p.m. Pacific where we will discuss Blogging in the Social Media Ecosystem.

Questions will include:

Q. How do you come up with good topics to blog about?

Q. How often should you blog?

Q. What are the most useful blogging plugins?

Q. Should your blog content feed into your social channels, e.g. Facebook, Twitter, LinkedIn?

Q. How would you describe a good blog commenting strategy?

Q. What are the best ways to leverage existing blog content with social channels?

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Aligning B2B Sales and Marketing Efforts in Social Media

Marketing and public relations departments tend to be the ones driving social media within companies. But what about Sales? How can they best contribute to carrying the brand message and communicating with prospective customers?

Join us for our upcoming #B2Bchat session on Thursday, December 16 at 5:00pm Pacific, where we’ll dive in to: Aligning B2B Sales and Marketing Efforts in Social Media.

Q. What are the do’s and don’t’s of posting for members of the sales team?
Q. What can marketing can do to help the sales team be more effective with social media?
Q. How much time should sales people spend on social? does the answer vary based on level of skill, experience or responsibilities?
Q. What guidelines, if any, are helpful for sales and marketing so each can become more effective in their use of social media?
Q. How can sales and marketing avoid conflict in their use of social that might negate each other’s efforts?
Q. What is “social CRM” and is it mostly a consumer thing or does it also apply to B2B?
Q. What is the dividing line between sales and marketing’s “ownership” or responsibility for a social relationship? Is it the hand-off of a qualified lead? does it have to be defined?

A big thanks to Steven Parker, @sparker9, for suggesting this topic and these questions!

5 Top Links of the Past Week

I love As many of you, I use it to shorten URL’s in Twitter and measure the relative success of specific links that I put out there.

Here are my 5 top links of the past week, based on click through performance.

Twitter’s New Headquarters As Shown Off By Employees (Pictures)
Twitter moved into a new, much larger office this week. Several Twitter employees went around snapping pictures for the rest of us to see. Some of my Twitter followers noted that it looks pretty empty and dark, dark perhaps because they are conserving electricity that is being used up through the new retweet function that they’re rolling this week.

100 Ways To Measure Social Media
A David Berkowitz article from the MediaPost Social Media Insider Column. With a title like that, how can you not look? Some of the points in David’s list are repetitive, but this compilation is nevertheless worth reading as it covers a lot of ground.

Google Chrome OS: 5 Ways It’s Completely Different
From Mashable, reporting live at the Google Chrome OS press conference last Thursday. Although this won’t change our lives immediately, the release of Chrome OS next year will have an impact, and is likely creating serious headaches for Microsoft.

Logo Evolution
I pulled this out when talking about rebranding with my Internet Marketing students. For more, check out this great collection of logo changes.

The Definitive Guide to Lead Nurturing

As a B2B marketer, I’m always looking for ways to better drive the revenue funnel. This white paper from Marketo brings together best practices in email marketing, lead scoring and lead nurturing.

Bookmark Picks of the Week

During the course of a week, I’ll scan hundreds of tweets, receive dozens of newsletters and flip through numerous blog posts. Here are a few which I think you’ll enjoy.

1. What if Google had to design their user interface for Google?

Not brand new, but nevertheless a good laugh and SEO 101 lesson for any search marketer! How would you apply SEO best practices to the Google home page? Here the author demonstrates cross linking, fresh content, social bookmarking, reinforcing with keyword content, and a keyword-rich URL for Google’s search page.

2. Omniture’s Pick the Winner

Brilliantly designed for their target market, Omniture scores big with this new ‘Pick the Winner’ campaign. Step up to the vintage arcade machine and try your hand at guessing the correct results to A/B tests. How high did you score?

3. The Impact of Google’s Social Search

Jeremiah Owyang weighs in on how Google’s Social Search will change web strategy.

4. The Complete Guide to Google Wave

A little over a month after Google Wave was released in limited numbers to the public, the first Google Wave guide book has come out. It’s long, detailed and thorough. And the online version is completely free.

5. The 10 Best Leadership Books of All Time

A Washington Post article that presents a list of top leadership books, according to Jack Covert and Todd Sattersten.


The Top 10 Marketing Lists on Twitter

With Twitter Lists being rolled out to a greater  portion of users earlier today, there is a lot of buzz being created around the new feature.  In a nod to my friend Manoj at Web Analytics World, who just posted a set of web analytics Twitter lists, here are a some marketing lists to follow on Twitter. This top 10 list is based on the number of followers each list has at the time of this posting.

Top 10 Marketing Lists on Twitter

  1. @Scobleizer/tech-pundits
  2. @dannysullivan/searchmarketing
  3. @dannysullivan/marketing
  4. @seanpower/analytics-and-measurement
  5. @teresaberry/seattle-nw-faves
  6. @SEOdojo/members
  7. @adland/adagencies
  8. @stevewoods/b2bmarketers
  9. @AdvertisingLaw/marketing
  10. @susanbeebe/social-media-smarties

For the complete list, visit the Listorious page:

The Top Lists on Twitter

Earlier today, Twitter rolled out its much anticipated Twitter Lists feature. Within a few hours, it has taken a large part of the Twittersphere by storm. Twitter lists allows users to assign custom keyword labels to any Twitterer, which can in turn be viewed on a separate list.

Listorious has created a directory of lists which is quickly becoming populated with a lot of data. To start, here is a list of the Top 100 Lists on Twitter.

It’s interesting to note that we can see Twitter lists already being indexed by Google. This ultimately means that marketers will want to have influence on the way they are labelled. Looking through the list names that are created for an individual, one can learn a great deal about the public’s perception. And there is also the occasional laugh as well. To demonstrate, here are a couple of famous Twitterers and the variety of Twitter lists they appear on.

Guy Kawasaki, @guykawasaki, who has been ‘listed’ 1,729 times as of right now, is labeled as:

  • marketing
  • power
  • news
  • very-friendly
  • high-tweequency
  • firehoses, and
  • titans of tech

Darren Rowse (@problogger), listed 664 times, is described as:

  • blogging
  • technews
  • bizalicious
  • aussie-voices

How are you listed? Is it what you expect?

The Basics of Social Media ROI

Check out this fun but discussion-provoking presentation on social media and measuring its impact on bottom line.

MarketingProfs’ Digital Marketing Mixer: The Packing Checklist

As I write this post, marketers are gearing up for what promises to be one of the year’s best conferences: MarketingProfs’ Digital Marketing Mixer. The event, being held in Chicago on October 21 and 22, brings together email, search and social media in an intimate setting. Industry experts will be presenting real-life examples of what’s worked and what hasn’t from top companies including Hoovers, Intel, SAS, Lehmans and Intuit.

I thought it would be fun to list a few things we’ll want to pack in our suitcases heading to the conference. It’s a checklist of things to have, figuratively speaking. It starts here but feel free to add more in the comments below or in the Twitter conversation: @andrewspoeth #mpdm.

Digital Marketing Mixer: The Packing Checklist

1. A spin through the event’s promotional videos

2. A peak at the speaking roster

3. The Twitter hashtag #mpdm saved

4. Made note of the LinkedIn event page

5. Thinking about our own company’s Search Marketing, Email Marketing and Social Media

6. A glance at the content, nearly 30 different sessions being presented


And if you’re literally looking for a glance, here it is: all of the MarketingProfs Digital Marketing Mixer sessions packed into one piece of word art:

mpwordle 5

made on
text taken from MarketingProfs Digital Marketing Mixer sessions page

See you at the Mixer!