Converting [social media] Conversations

Posted on September 25th, 2009 by daleu

The early word from MarketingSherpa West (San Fran) is that B2B lead conversion was a hot topic. As sponsors this year at both the MarketingSherpa B2B Marketing Summit and Inbound Marketing Summit (Boston only), we thought we’d get in on the conversion discussion, with a sales ownership twist.

Below is a slideshare deck outlining a process to “Convert the Conversations“. With Social Media becoming an increasingly potent generator of inbound web traffic, B2B marketers must find ways to filter the stream and motivate high-quality visitors to engage.

All B2B marketers know that an effective conversion strategy depends on powerful and well thought out offers. I will warn you that to stand out in today’s noisy environment may mean stepping outside the traditional landing page approaches and coming up with aggressive, even unconventional, offers. First, how do you define a “strong offer”?

In my opinion a strong offer:

  • has high value to serious prospects
  • is only available from the vendor’s website (scarcity)
  • appeals more to serious prospects than casual prospects
  • appeals to prospects early in the sales cycle, before decision criteria is defined
  • is easy to act on by the prospect
    • EchoQuote for B2B Lead Conversion
    View more presentations from daleu.

    What do you think? Are there any criteria I missed?

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    Tags: B2B Marketing, B2B Sales, Lead Conversion, Lead Generation //

    One Response to “Converting [social media] Conversations”

    1. B2B Conversations Now » Before Nurturing a New B2B Lead, Ask the Golden Question // Oct 28, 2009 at 9:33 am

      [...] is a follow-up post to Converting the [social media] Conversation and addresses what to do when in fact you get that new lead. Having attended the recent Marketing [...]

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