Social Media Lead flow in B2B Marketing

Social Media Lead flow in B2B MarketingWord spreads quickly in Social Media – sometimes more quickly than you can keep up with. You must keep a constant eye on mentions of your brand, your products and your services in order to survive in this market landscape.

In the last post we covered Social Media Listening for B2B Marketing and while providing outstanding customer support is always a good choice when it comes to building a business case that will stand up in the boardroom, another very fertile area to consider is creating a stream of leads from all those conversations out there.

There are several types of conversations that you can encounter out on the social web anything from a complaint to a compliment to what I like to call the Expressed Need. The best way to watch for expressed needs is to look for keywords often used to describe those needs. People make known what they are doing and often ask the general public for advice when they are about to make a purchase. Both of these situations provide an opportunity to reach out with an offer of assistance, information, or even a free demo or sample. People appreciate when a company listens, and they don’t mind offers of assistance, especially when done in a helpful, friendly way.

The Expressed Need can be as simple as this tweet: “[Competitor] or Avaya? Time for a new phone system very soon,” Moments after this tweet was posted we responded with this tweet: “@[prospect] – let me know if we can help you – we have some Strategic Consultants that can help you assess your needs.” I am happy to say that the potential customer did, and 13 days later, we closed a $250,000 sale. (based on his original tweet that’s $4000 a character!).

But the Expressed Need can also be much more subtle such as this tweet: “I’m looking to replace my old PBX – anyone have a strong preference?” This one is harder to find since they didn’t directly mention a particular brand name. You would need to be monitoring for “replace” and “PBX” to pick this one up. But its worth it if that question is so relevant to your brand.

If you think hard enough you can come up with a list of situations where someone might say: Replace Competitor, Upgrade Competitor, Remove Competitor, or New X System which would correlate to a potential conversation where a sale that is relevant to your brand is happening. Then all you have to do is feed this list into your listening platform and you should be able to create a steady stream of Social Media Leads!

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