socialmedian: 10 Steps for Turning Social Media Engagement into B2B Leads

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10 Steps for Turning Social Media Engagement into B2B Leads

Submitted by Akomack from blog

Nov 06, 2009

Summary

Guest Author

Lilia Shirman

Managing Director, The Shirman Group

Author: 42 Rules for Growing Enterprise Revenue

Twitter: @B2BGuru; Blog: Revenue Orchard

I had the pleasure of moderating a recent SVAMA discussion about the use of social media for generating B2B leads. The panel included three veterans of social media: Brian Halligan (CEO of the award-winning marketing software startup, HubSpot, and new author of Inbound Marketing), Mike Linton (most recently the Chief Marketing Officer at eBay and formerly the CMO at Best Buy), and Zack Urlocker (Vice President of Lifecycle Marketing at Sun Microsystems).

My first question to the panelists was how to convert on-line engagement (through blogs, twitter, facebook, etc.) into qualified leads. The initial replies were about the importance of great content and ubiquitous presence at the major social networking hubs. All of which helps engage prospects, but doesn’t really answer the question. It took more probing from me and the audience, and eventually we were able to build a picture of what it takes to turn social

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