Using Social Media for B2B Lead Generation: Webtrends and IBM

Published on Nov 13, 2013

Michelle Killibrew, Program Director, Strategy & Solutions, Social Business, IBM and John Lee, Manager, Brand & Social Marketing, Webtrends discuss some highlights from their session on B2B lead generation through social media.

Only 15% of CMOs say they can quantify social ROI. That's even with 90% of brands saying they measure social engagement. But B2B social isn't a mystery - and new metrics/tactics show why. Attend this session to discover:

How IBM had integrated and applied Smarter Marketing best practices into the design of the Rethink Business Campaign, and how IBM Digital Analytics and Digital Data Exchange (DDX) are architected into the lead flow strategy.

How Social Media is integral to the campaign - woven into every customer touch point.
Specific lead gen best practices for Twitter, FB, LinkedIn and SlideShare, and how and when to use each one.

Paid vs. organic social tactics. B2B social lead gen requires a delicate balance of performance vs. organic marketing. How/when to use each and why.
Integration with the B2B marketing machine. Social lead gen requires tight integration with marketing automation, analytics and email marketing. How/when to tie each and why.

Stay tuned for more from SES Chicago 2013!

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