1. Qualifying B2B
Leads in Social
Nick Fugaro
Founder, CEO
nfugaro@vivastream.com
+1 732 687 0957
Confidential | Draft for Discussion Purposes Only Sept 2012

2. B2B Leads (the old way)
The leads are weak….. YOU’RE WEAK

3. And once you had a lead, it was really
hard to close….
• Took time
• Took $$
• Took these:

4. Social changes all of that

5. Trend #1: Democratization of Data
Business professionals contribute data and keep it up-to-date
-Ricky Roma

6. Trend #2: Self-identification of interest
Business professionals discuss topics of interest

7. Accurate profile data + current
interests =
the good leads
So how do you get acquire these?

8. Move prospects from casual followers to
engaged and qualified leads
• Show up
Awareness • Listen
• Converse
• Follow
Engagement • Opt-In
• Invite
• State intent
Qualification
• BANT

9. Awareness Engagement Qualification

10. Awareness Engagement Qualification
Follow on Twitter Follow on LinkedIN

11. Awareness Engagement Qualification

12. Awareness Engagement Qualification
Marketing Automation
RTE program
enablement
Social CRM
Business needs
identified
data integrated
social CRM
system

13. Awareness Engagement Qualification
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14. Awareness Engagement Qualification
Source: B2B Content Marketing Trends - 2012 Survey Results IDG Enterprises

15. Awareness Engagement Qualification
Source: B2B Content Marketing Trends - 2012 Survey Results IDG Enterprises

16. Awareness Engagement Qualification
Source: B2B Content Marketing Trends - 2012 Survey Results IDG Enterprises

17. Awareness Engagement Qualification
Budget
Authority
Need
T iming

18. Keys to qualification
Budget Do they have money to spend?
Authority Are you talking to the decision
maker?
Need What problems do they need
to solve?
Timing Are they ready to buy?

19. Trade Shows are social too

20. Data and Lead Generation based on Topic
All users who
indicate that they
are interested in the
topic are tracked as
leads
Individuals who click on
content or banners are
tracked as leads

21. Detailed View of data
Vivastream provides Conferences with user-level detail of all activity occurring on
Vivastream, including check-ins, topical interest selection, page views, content
downloads, and user-generated content like comments or ratings.
When permissible, we also pull in relevant content from 3 rd party social networks like
Twitter.
User summary
Session check-in detail

22. Real-time leads dashboard

23. Recap
Awareness Engagement Qualification
Awareness
Engagement
Qualification

24. Awareness
Get out there. List your company on all relevant social
networks, and define what your company (and your thought
leaders) can help with.
Show up. Listen. Converse.
Define your Follow relevant Create and share
company’s social topics and groups relevant content
identity

25. Engagement
Social engagement is about turning followers into customers
Social engagement centers around great content and smart
people. Generate and share interesting content and thought-
provoking opinions, and people will follow..
Follow. Opt-In. Invite.
Create compelling Capture opt-in to Engage community to
reasons to get unlock additional join webinars,
people to follow channels download content,
(content & experts attend events, win
are good ones) steakknives

26. Qualification
Budget
Authority
Need
T iming

27. And remember…..A B C
And you can have that
coffee