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MarketingSherpa Webinar Archive

B2B Social Media Marketing: DocuSign's targeted LinkedIn InMail strategy creates 3 large pipeline opportunities

Daniel Burstein, MECLABS, and Meagen Eisenberg, DocuSign



In this MarketingSherpa webinar, we featured marketers who think outside of the inbox. Daniel Burstein, Director of Editorial Content, MECLABS, sat down with Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and discussed a campaign where B2B social media marketing merged into the email marketing channel.

Eisenberg set out to use LinkedIn sponsored InMails as a very targeted approach for Docusign. Seeing it as an opportunity to develop a campaign without even having a premium account on LinkedIn, Eisenberg and her team sent out one InMail message every 60 days to recipients.

The goal was to drive registrants for a DocuSign roundtable webinar to a landing page for email capture and lead nurturing.

Targeted messaging through LinkedIn proved to be a strategy that cut through the noise of an email inbox. Also, LinkedIn made it possible to for Eisenberg to target respondents by geographic area, company size and job title.

"The ability to segment and get to the audience you want is impressive with LinkedIn," Eisenberg explained.

Watch this webinar replay to learn more about Eisenberg's efforts, including:
  • The content of DosuSign's sponsored InMails

  • How the team blocked out competitors from respondents' LinkedIn inboxes

  • A quick look at a DocuSign Twitter promotion

  • The result of Eisenberg's efforts, including the creation of three pipeline opportunities, and more than 350 registrants

Download the slides to this presentation

Related Resources

B2B Social Media Marketing: DocuSign's targeted LinkedIn InMail strategy creates 3 large pipeline opportunities

Using LinkedIn for Lead Generation: 6 Lessons

Social Spam: Why you should clean out your LinkedIn and Facebook communities

B2B Lead Generation: 6 social media tactics from 7 experts



Video Transcription

Burstein: Hello, and welcome to another MarketingSherpa webinar. Thank you for joining us today. Today, we're going to be talking about B2B social media marketing, LinkedIn specifically. We have with us today, I'm going to introduce you to her in just a moment, Meagan Eisenberg from DocuSign. You can ask your questions to Meagan through #SherpaWebinar, you can also share what works for you in B2B social media and social media in general, marketing LinkedIn. We want to hear your thoughts, #SherpaWebinar. It's a great way to also network, get to know some other marketers in a virtual setting.

We're also going to tweet through that link. Some other extended resources you can use to learn more about marketing through LinkedIn, learn more about social media in general. You can find that on #SherpaWebinar, and we even tweeted through the slides to this webinar. If you want to follow along the slides at home, go to #SherpaWebinar, you can see the slideshow there. With that, let me introduce you to today's guest, Meagan Eisenberg, the Vice President of Demand Generation for DocuSign. Thank you for joining us, Meagan.

Eisenberg: Good morning, excited to be here.

Burstein: Meagan is joining us, she's kind enough, she's in the middle of a conference at Half Moon Bay, Calif. She's kind enough to just run upstairs to her hotel room, join us today, and share this presentation with you. I'm Daniel Burstein, the director of editorial content at MECLABS. I'm joining you from our brand new studios right here in Jacksonville, Florida. As I said, you can ask your questions to Meagan. She has 19 years of high-tech experience, she has an MBA from the Yale School of Management. In the preparation call when we were going over this, we talked about almost every topic under the marketing sun, she has a lot of knowledge there.

A lot of what we hear from marketers at some of our live events is, they want to be connected with other marketers, have other marketers they can talk to, understand, and learn from. There is a lot of ways to do that in person, this is a virtual way to do that, so feel free to ask your questions through #SherpaWebinar. With that, let's dive into this specific case study with Meagan. Meagan, give us an understanding of what kind of challenges were you facing, what were your goals at the time? Why did you look to do a social media marketing campaign on LinkedIn?

Eisenberg: Sure, so I think as marketers in general, our challenge and goal is to get engagement. We're trying to target very specific people and get engagement. While email marketing has been around a long time and can be successful, it's definitely a noisy channel. I'm always looking for new channels to reach our targets, and also looking for channels that have higher levels of accuracy. I really love social media, I love that people self-subscribe to it and maintain it. So when I looked at LinkedIn and saw some of the things that you can do in LinkedIn, and the way you can target, I thought it was a great new channel for DocuSign to get very targeted on who we want to reach.

Burstein: Yeah, it's interesting. One thing Meagan and I talked about on the pre-call is, if you buy a traditional list from a traditional vendor, you're relying and hoping on that information to be accurate. As we know, people move from job to job very often and their titles change, these things change. A brilliant thing of LinkedIn is all of these people all around the world, especially in sales and marketing, are volunteering their information to this list. They're volunteering and saying "I am at a new location now. I have a new title now." It's very valuable information.

Let's start at the end, and let's take a look at some of the results that you got from LinkedIn. We have a question here from James, he's a marketing director, he wants to know how to measure ROI via an InMail strategy. So Meagan, if you can break down how you measure the ROI of your campaign, along with some of the general metrics you have here for the campaign.

Eisenberg: Sure, so I think from very general to very specific, at the highest level I'm looking at, one, getting to a target audience and getting some awareness. Certainly the people we were able to target, the audience of 7,000 that was available, but then are we able to get them to engage and to open? So I'm looking at people that are actually opening the InMails, which is different from an email in that when we get email, we're opening it either on our phone or on our desktop, but are we truly taking time to read it, or in a moment of time to digest it? I think when you're in InMail, and when you're in LinkedIn, you're taking that time, so I think opens are significant. Then of course clickthrough. Did I give them something engaging enough to have them click through? Did they come to my landing page, and did they take the time to fill out the form or to log in? When they do that, and I capture them as a lead, I want to see do they convert into an opportunity, and then certainly over to business? That's the main goal, is to drive revenue. The absolute best measurement being did we actually close business, and have some significant opportunities come out of it?

Burstein: For this campaign, you got three pipeline opportunities out of it?

Eisenberg: That's right, we had three major pipeline opportunities out of this specific one. We were building a community at the time of sales operations leaders, one of our major targets for our sales use case. To drive 350 additional registrants to that online community was significant for us. At the time, it was about a third of the community that we were building.

Burstein: Very nice. Let's get into another question here, it's very interesting the questions we got from this webinar. Typically we'll get questions that range from very beginner, to medium, to advanced, but the questions here were all very beginner on how to use LinkedIn. We don't normally get as into a specific platform as LinkedIn as we are going to today, but the things we are going to talk about today, really you can only do through LinkedIn. We can't just talk generally about social media platforms, but from these questions I think Meagan is a pretty forward thinking marketer, because a lot of you were just dabbling in LinkedIn and were unsure of how to use it. Let me give you an example, Meagan Rafaela, consultant, asked, "To be effective in LinkedIn, is it necessary to have a premium account?" What was your experience?

Eisenberg: Yes, so good question. No, in order to do these batched emails, or what they call InMails, you don't have to have a premium account. Any business trying to reach a very specific audience can do that. I think there's some interesting tools that you get as a premium user, when you're wanting to do individual InMails to people, it reduces the cost to be part of that. As a business trying to market, and send a batch of emails, no you do not have to have the premium access.

Burstein: Another question we had here from Yvonne, a marketing manager, I think it shows how marketers are struggling how to use LinkedIn, and how much to use it. She asks, "How much time should we spend managing our LinkedIn accounts?" Could you give us, Meagan, an understanding, and we're going to get in a little later about your personal use of LinkedIn, but how much time you dedicate to this? Just in general in your overall marketing campaign, how much resources, how much budget did you dedicate to this LinkedIn campaign, versus all the other channels and campaigns your marketing through?

Eisenberg: All very good questions. I'm fortunate enough to work with a great social media guy, Matt Ryder, who really helped investigate LinkedIn and how we could leverage them from a B2B demand gen. standpoint. As far as the amount of time, when I'm in there, of course I go in at least once a day, if not five times a day to manage that. With our sales team, we want them in there building relationships, networking, doing all of the social selling side of it.

When you launch one of these campaigns, really the work is all up front. You build out the campaign just like you would an email copy. You write your email copy, you have your call-to-action, and you have a landing page where you're capturing the lead as you get them to engage. Upfront work is writing that email, or getting what we call a signatory, the person that's going to be sending it. You build out the landing page, and if the call-to-action already exists, for us it was a demo, one of our very common call-to-actions is our one minute demo. We built that out, and I think what the trick was with this particular campaign is we did three of them, we did three email blasts, which we can get into in a little bit, so we built out three emails, three different landing pages. Then once they drop the batch, it's really just monitoring the results.

What's interesting about InMails, is that when you drop an email, you're probably going to get your results within the first eight hours, twenty four hours, but after the second or third day your stats are going to drop off. You're not going to see an increase, necessarily, of open rates unless it was a holiday. What's interesting about LinkedIn, is the behavior of folks, not everyone logs in every day. They say over a six week period you have to monitor the results. What I found, it was about two weeks. We really maxed our results within two weeks of the drop. So your monitoring over those first two weeks, of course it's going over a six week period, and as people are logging in. It's just a little different, but it's really interesting as people start to engage with you on it.

Burstein: You mentioned that campaign, let's take a look at that campaign. Give us an understanding of how the campaign worked.

Eisenberg: Sure, so what we did is for our InMail, we targeted this initial one that we did, there was a series of three. We were targeting sales operations leaders, so what we did is we said, "O.K. LinkedIn folks, we want all your sales ops leaders, director and above, and field operations in the United States, where the company size is over 500 people." Then we did a series of drops, and what I really like about InMails, is that you can only as an individual or as a consumer, receive one InMail from a sponsored partner InMail every 60 days. We thought, let's lock this audience down for a six month time frame. We'll drop an InMail, we'll wait 60 days, we'll drop another InMail, as soon as that audience opens up again another 60 days later, we'll drop it. We're effectively blocking anyone else from doing a batch InMail. They can certainly reach out to someone one-on-one, but they can't do it in bulk. The other interesting side of it, is that we did it from peers in their network.

Burstein: Something interesting you mentioned to me before too is that, it kind of blocks out all of these people from your competitors being able to contact them, right? You're almost putting a moat around some of these people.

Eisenberg: Yes, in a B2B bulk setting, yes. They would have to individually find them, and then communicate to them if they had a connection with them, yes.

Burstein: Now another thing when I hear that is, to some marketers, that might sound incredibly frustrating, right? Sometimes when we have a conversion goal, we have a specific thing we'd like to do, like only email people once a week or once a month, whatever it is. We tend to kind of creep up a little bit, and email them more, and more, and more. Was this a little frustrating at first that you were limited to only once every 60 days? That's a long time.

Eisenberg: Well, it's the initial outreach. As soon as I captured them, as soon as they come to our landing page and fill out the form, you can communicate to them as much as you want. At that point you have their email address, you know who they are. We would drop them into a nurture program once we captured them. The call-to-action on this particular one was to sign up for a round table with these thought leaders that we had as the signatory. When they came and filled out the form, we waited to communicate to them until after the round table. After that, we would then put them in a nurture program.

Burstein: That's a good point. We have a question here from Tom, a CEO, he said, "Is there a way to save LinkedIn email addresses to your auto-responder?" The way you did that, maybe you could talk a little more about your nurturing campaign is, essentially, you drove them to a page where they would get captured into your automation platform, then go into some of your traditional nurturing programs, right?

Eisenberg: That's correct, we drove them to a landing page, we gave them the option to social sign-on, as you imagine we're targeting LinkedIn and there's LinkedIn social sign-on tools, or they could fill out the form. Once they fill out the form, we registered them for the webinar. Then of course we were communicating to them, you've got the webinars coming up in the next week, reminder the day of. Then once they've participated, sales at that point is reaching out to them to see if they have more interest in DocuSign. Then they go into a jerk campaign until they convert into a customer.

Burstein: In just a moment I'm going to ask, Meagan, Andy's question "How can I automate prospecting on LinkedIn," but first, since we are talking about email, wanted to let you know that Email Summit 2014 is coming up in Las Vegas at the Aria Hotel. You can save $700 by October 31st, that's the end of the day tomorrow. You go to marketingsherpa.com/emailvip to do that. We'd love to have you there, we're going to have over 1000 email marketers from around the world. Keynotes like Doctor Dan Ariely of Duke University and Doctor Noah Goldstein of UCLA.

With that, let's jump into that, so Andy wants to know "How can I automate prospecting on LinkedIn." That was really kind of a feature of the InMail campaign right? They were able to find the demographics you were looking for?

Eisenberg: Yes, it's great. It's amazing the different types of audiences that are on there, and their ability to get a very specific area. You can do, any country in Europe, anywhere that there are LinkedIn members, which of course there are all over the world. You can look at company size, you can do specific job titles. This particular one was to sales ops, but we've run them to HR, we've run them to procurement, we've run them to CIOs, and to SIGMA members. It's really interesting because you can do their interests, if they're part of certain groups you can target those groups. The ability to segment and get to the audience you want is pretty impressive.

Burstein: Let's talk about that segmentation targeting for your campaign specifically. What were you looking for and how did you decide what to target?

Eisenberg: Sure, so we wanted larger companies. DocuSign can certainly, we have enterprise clients, we have corporate clients, SMB, all the way down to consumer. When you're doing something like an InMail, there is a cost to these batches. I think they're $3.50 an email target, so we wanted to really go after our larger accounts, where the average deal size is much higher. We were looking for larger companies, we wanted to target the US, it was going to be an English campaign. We wanted to pilot, and we thought probably a bulk of the target is in the US. We wanted directors and above in sales operations and field operations. What's interesting is they'll actually come back with you and give you other titles that you should be. So it also increased our sort of awareness on titles in the market. If you think about it, there's marketing, there's demand gen. there's field marketing, events, there's so many different titles that you can use in marketing, that it's the same in every field. LinkedIn will actually help you understand better what people are calling themselves, so you can also expand who you're targeting.

Burstein: That's interesting, I think that's a challenge we find that marketers have a lot, is understanding how people self-identify. That's great that LinkedIn is able to help you with that as well.

Eisenberg: Yes.

Burstein: Let's look at one of the InMails you send, we have a question here from Clint, he's a VP of Marketing. "Problems with being considered spam LinkedIn?" So that wasn't a problem right, because you were actually sending them through LinkedIn. It wasn't individual sends.

Eisenberg: Right, there's not a problem with spam, I think what makes these a ton more effective is who you have as a signatory. I do think if you get an InMail and it comes from a company, that can be annoying or it comes from a sales pitch type framework, now that is annoying. What we wanted to do is have it come from a peer. LinkedIn is a peer-to-peer network, so what better to have someone like Meredith Schmidt, the VP of Sales Operations at SalesForce.com send you an InMail highlighting the results that she is seeing with, not only with DocuSign, but tools? Then invite you to a roundtable that she's going to be speaking on, with other thought leaders in the sales operations space. The first drop went from Meredith, we had a video within the InMail. They give you ad space on the right, so you have your email, and then you have ad space. I definitely would, they give you best practices, but having done I think nine of these now, you start to learn some best practices around that.

Burstein: Let's dive into those best practices a little. We have a question from Larry, a chief connector, he wants to know about making InMail conversational and not sell-like. I'd say one of the best ways to do that is what you did so wisely Meagan. You didn't let the company get in the way of the message. You tried to make DocuSign a connector between your customers and your potential customers, right? To keep that social connection. I wonder if you could show us some other examples, like the video. What did you use the video for?

Eisenberg: Sure, so what's interesting is the video was Meredith talking on exactly these types of results, so it was coming from her. Also, people like to engage with other people, so it's very effective. You'll see on many people's websites and emails, using a person's face gets people's attention, and makes them more interested. Just going the angle from a thought leadership standpoint, using thought leadership. Not coming at them with speeds and feeds on your product, because that's a big turn off, especially if someone's early stage funnel. They have their own business problems, they're trying to find answers to it, and they're curious what other people are doing. They have real problems they need solved. So what are you doing to address those real problems? It's not what your product features are that's going to do that.

Burstein: Then as we talked about, there was a personal invite to the round table. I think many marketers seeing this right now might struggle with, well how did you go about identifying these customers and getting them up on this public stage? Can you give us a little background about how you identified what customers might be successful, and then maybe what hoops you had to jump through before you could get to the point of including them in these emails, and in this round table?

Eisenberg: Sure. I think at every company I've been at, you've got those advocates that are great spokespeople. They're well respected in the industry, maybe they've spoken at your user conference. We just looked at those types of folks, our advocates, we reached out to them. Of course we wanted advocates in this exact space that would be good signatories. Meredith is, she's always been a great advocate from Sales Force for us. We reached out to her, we reached out to another great advocate of ours, Brian Frank of LinkedIn of course, and we've got Michael Machado at Yamaha. You start to reach out, and people were kind of excited because here we were, we're not only promoting sort of thought leadership, but we're promoting them and their personal brand, and we're connecting them to a bunch of their peers now on LinkedIn. It's kind of cool, you're going to be in front of all your peers, they're going to see you as a thought leader. There is something to that when you're inviting them to do it.

Burstein: To really emphasize the personal nature of it, I wonder if you could speak to this. I noticed in their signature line, they just signed it from their personal name, I'm sorry, from their first name. From their first name only. So I wonder, was that part of some strategy to make it more personal, or did that just kind of happen?

Eisenberg: Yeah, I mean the idea definitely was to make it more personal. Our hope was that others would reach out and connect with them on LinkedIn, and they would broaden their network. It was definitely about having it come from a person and feel more personal.

Burstein: If we look, you were also able to include the ad to the upcoming roundtable. Let's talk about that call-to-action for a moment. When you're selling in social media, you did not have a hard call-to-action here of trying to get them to become a sales leader, raise their hand or something like that. You were basically giving them more content, and social content at that. Was that your strategy for the call-to-action?

Eisenberg: Yeah, we wanted to get them engaged, we wanted them interested. We did have the video was the number one thing people clicked on. Which then when it took them to the landing page, you could watch the video, but then register for the round table. We wanted to give them a little bit, but then also capture more information from them. The video was third-party or customer validation of DocuSign.

Burstein: At the actual landing page, you gave them the option to use social sign-in.

Eisenberg: Yes, very exciting now, all these things we can do around social. Letting people sign in through that channel, letting people share through those channels. You can see under the video the ability to tweet and plus, and like, definitely an important part of getting more people. You'll see later the number of registrants compared to clicks, it's because people took the time to share this interesting content to their networks. We actually drove more people to this page than we dropped in the InMails. LinkedIn, 25 percent of our registrants chose to use social sign-in, which I think is really interesting. We have the ability once they click on that, the other piece we wanted was their email address, so as they're signing in we capture their email address. Which of course you need to send them the registration for the webinar, and people get that, that in order to get the details they've got to give up some information. So yeah, very cool to be able to use LinkedIn InMail program and then have them sign in socially.

Burstein: Then we take a look at here, is some of the language from that invite. You mentioned that one of the challenges of having to wait 60 days between each send, is you're inviting them to a live event, so there's only so far in the future that live event could be. I think the first two InMails were to the actual live event, but then the third one was to a replay of that event, right?

Eisenberg: Yes, that's correct. I thought it was way too long to make them wait six months, and so we did it right after the second drop. We did the live about, I think it was a week later, and then the third drop was to the recording.

Burstein: We have a question here from Dana, she's an associate. She says, "Why don't they answer the InMail? If they're sales and I'm sales, why does it seem hard to get through this way?" I think, Dana, what you have is not an InMail problem, it's a value proposition problem. Interestingly enough, we'll be talking about value proposition in our next MarketingSherpa webinar in about two weeks. That really gets to the value proposition that Meagan gave in her emails here. You can see it was very focused on being not product specific. You wanted to focus on the business pain points that they were facing, right? So there's value to those receiving your InMails, right?

Eisenberg: Yes, and it's about what are, these are sales ops leaders so we can learn from them. So let's invite them on a roundtable and have a discussion about the tools and techniques that are making them successful. Granted, DocuSign is one of those in the mix, but it wasn't the only thing in the mix. It was a very good draw, for people to come and register.

Burstein: So then as we talk about here are some of the results, the three pipeline opportunities adding 350 registrants for the round table. Let's get into that other side of it, once you receive registrants. We have here is both your, on the right we see your sales group community that was created, and on the left we see what you're currently doing is that LinkedIn group. We have a question here from Brooke, she's a marketing exec, “How should content vary between posting a company update, and in a group as a thought leader?” I wonder if you could talk and give some of your advice on once you have people joining this community, whether it's a community you own on your own property, or whether it's a community through LinkedIn. How can you, one, nurture those people with content, and then balance it with the promotional aspects you need to actually drive revenue and get leads?

Eisenberg: Yeah, you know I think it's an outlet for thought leadership, it's an outlet for interesting topics that are relevant to people following you. I don't think you're posting promotions necessarily, $50 off or whatever your business does. I do think that if you want people to engage, you have to post things they want to like, that they want to read, because your job is to get them to extend it into their network. Give them something they want to share, talk about, "Here, the future of patient care and the customer experience when you use an iPad at the doctor's office versus filling out those forms, and data re-entry." It's kind of giving stuff, that social currency that they want to pass on to others.

When we look at our communities, it's the same thing. It's the ability for people to come in and talk about the problems they're having, the solutions they're finding to solve them, asking questions, interacting, and sharing. It is not the sales pitch, and I think that's the challenge when people reach out directly to sell. "Hey, I think I have something of interest to you, let's get on your calendar and I'll show it to you." That's not enough, for me, to do that. Using these communities to build and talk about things are important. I think that companies like Eloqua have top-liners. I think they've done a nice job to bring people together to talk about marketing topics for them. I think ArcSight in the security space did protect 24/7, and had a lot of IT security folks on there, figuring out things to code in secure ways, to protect their business. If you were to go in those communities and try to do sales, you sort of ruin that community.

People don't necessarily want to go there to be pitched to. But it's a great ground to get brand awareness, to put thought leadership out there. Here you can see DocuSign is on this, we're getting thought leadership out of it. When people are ready to solve their contract management process and workflow and getting signatures faster, they're going to come to the DocuSign homepage and learn more, or they're going to contact us.

Burstein: I also wanted to mention, you don't only engage in the DocuSign LinkedIn group, you engage in third-party groups, like this, an example of a sales operation network group. You'll also engage through your own personal LinkedIn email as well. I wonder, what advice do you have for other marketers? I know you also trained your sales team on how to engage on LinkedIn, so what advice do you have for those marketers for training their sales teams to engage on LinkedIn. Beyond your own properties, but also using personal InMails using other groups.

Eisenberg: Sure, you know just personally when I started at DocuSign two years ago I really started to dive into social, and how to connect to others, and understand what they're interested in. Then understanding what my targets are interested in, could I create new content or find thought leaders that would draw them to us. I joined probably 15 different sales operations groups to learn more about topics that were important to that audience. As I started to engage and learn, when we had content that was top of the funnel content, or third-party analyst content, that I thought was relevant to those audiences, I would post to those groups.

Not spamming them, we're not talking product briefs, we're talking industry content that would be relevant to them. Taking the time to post it to these different groups, or asking questions. "Has anyone had a chance to read this analyst report? What are your thoughts on this particular topic?" and getting people to engage it. If they like it, it goes out to their communities, and so being respectful of it, but being part of the communication. I think Twitter talks a lot about, people are afraid to go out initially to tweet. What do I have to say?

Start out by listening, and then once you're listening, you understand the group. Then start to have a conversation, and you'll find customers in those groups, you'll find future prospects in those groups. For sales to do that as well, if you're on the phone with sales ops all the time, understand their day to day. Understand the problems they're trying to solve, so you can come to them as a consultant, and you can come to them with great ideas to make their business better. We do train our sales reps in on-boarding on social selling, how to be in LinkedIn. Not to come across as a stalker, but to come across as someone that can be an adviser, or helpful to others in their business.

Burstein: We only have one minute left, but I do want you to talk briefly, you do much more than LinkedIn. This is an interesting Twitter promotion you did where you had a promoted tweet, for promoting your demo. You send people to a landing page where they can take the demo and also possibly win a Nexus tablet. Then you had some very impressive results. Can you give us in the last minute we have remaining, any advice you have about using Twitter as a promotional channel.

Eisenberg: Another channel I'm having a lot of fun with. The ability to promote in front of your partner's followers or even your competitors. For us, if you think about it, customers of Sales Force are great targets for us. I can now put promoted tweets, these calls-to-action in front of that audience, and we saw great engagement. We collected 2000 leads, we had 11 opportunities, and two closed within the cycle of running this promotion. People were having fun, they were re-tweeting it, their networks were engaging with it to win an iPad and a Nexus. We acquired a lot more followers, so it was an interesting acquisition strategy as well. So definitely recommend diving in and learning more about the Twitter promo products.

Burstein: All right, Meagan, we've got about 20 seconds left. What are your top takeaways for other marketers engaged in B2B social media marketing, and LinkedIn in particular?

Eisenberg: Sure, I think number one, it took me a little while to figure it out, but there is a way to fill your funnel with B2B social, working with LinkedIn, working with Twitter. I'm going to figure out Facebook next, but definitely social channels and targeting can work for B2B marketers. I found LinkedIn to be a relatively low-noise channel. People are still trying to figure it out, and your target audience is most likely on there. I would start to investigate that, I think it's a competitive advantage to get in on that channel early. With that, it is a business pure network, so continue that concept in your InMails. Have it come, have the signatory be someone that's up here to the person you're trying to target, I think that's a lot more effective. Lastly, incorporate video. People like to engage, they like to watch videos. Even at the conference I'm at today, as soon as they put a video on everyone stops looking at their phones and starts to watch the video. It's almost as if we're trained. Incorporate video where you can.

Burstein: I can almost see my A/V team smiling over there. I'll let you know that if you're watching, that this will be available as a video on marketingsherpa.com, this webinar, so you can share it with your team.

Meagan, I want to thank you so much for joining us today. I know you're a very busy marketer, so thank you for taking the time to prepare for, and present at this webinar.

Eisenberg: Thank you for having me.

Burstein: Thank you all for listening. Help us improve these webinars by taking the survey at the end of this webinar, thank you.




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