As a data-driven company, our marketing team wants to understand the impact of all of our marketing channels and programs on our sales funnel. We do a decent job for the most part, but for a long time, social media was our blind spot.
Here at Socedo, we see social media as a lead generation channel and get approximately 30% of all of our leads through social media. Through a combination of our own posts and our own social demand generation system, this allows us to find new prospects based on their social media profiles and real-time activity.
On the organic side, we use Oktopost (a B2B specific social media management platform) to schedule out our social media posts on a weekly basis. In Oktopost, we’ve connected many of our employees’ social media accounts to the platform which automatically pushes out content through multiple social profiles, increasing the reach of our posts.
We knew that our own social media posts were bringing in a lot of traffic and had good engagement (i.e. likes, shares, clicks), but we didn’t know the true effect of our social marketing effort such as:
- What’s the conversion rate from people clicking on our posts? What’s the conversion rate from landing pages on our website versus blog posts?
- When we promote articles on our blog and people click through, how many people then signed up for a webinar or downloaded an e-book?
- Do people typically take these actions in one session, or did it take several days or weeks for new prospects from social media to engage with deeper funnel content like webinars and whitepapers?
- How can we use social media data on our leads to better inform our lead nurtures and email programs?
- Given that we have a two part-time staff dedicated to our social media presence, what’s the impact of social media on our sales funnel?
Fortunately, Oktopost has an integration with Marketo. This integration allows us to sync our social media lead information with Marketo and update lead records with precise lead source information, including which social network or social profile a click or conversion came from.
By setting up this integration, we would be able to see which specific social media posts are driving engagement and conversions, and how leads are interacting with our social media content over the course of their buying journey. This data also allows up to quickly set up workflow triggers in Marketo and categorize leads into dedicated social media buckets for re-marketing and nurturing purposes.
Although this integration is an upgrade, we decided that getting this level of insights into our social media effort would be worth the price.
With the integration in place, here are some new insights we’ve gained into our social marketing effort.
Top Converting Posts
Now, when we look at Oktopost analytics, we’re able to see all URLs that drove conversions for us. We define a conversion as any form fills on a gated landing page (i.e. to download an e-book, register for a webinar, request pricing information, sign up for a product trial).
From this report, we found that all of our top converting links are landing pages, which isn’t surprising. What’s more interesting is that we’ve found that there are blog posts that brought people to Socedo that ultimately drove a conversion action (i.e. register to download content).
Number of Marketing Qualified Leads Attributed to Organic Social Media
With this integration in place, we’re able to see that new leads are coming from social media. We can run a report in Marketo that tells us the exact number of marketing qualified leads have been generated as a result of social media engagement in a given time frame.
Here’s the Smart List we set up to run the report:
This generates a lead report like the one below:
The easiest way to analyze this data is to export it into Excel and put some filters on it. Here’s what we’ve learned from this report:
- Lead Status: This tells us how many leads are in each stage of the sales Pipeline as well as how many leads are current in the Opportunity stage (we’ve determined they are a good lead and they are also interested in us).
- Original Referral – This tells us the specific post that initially brought someone to Socedo
- Interesting Moment: A lead’s last action on our website
- Funnel velocity for social leads: By looking at the time difference between when they clicked on an Oktopost link (“Okto Click Time”) and when we created a record for this lead in Salesforce – “SFDC Created Date”), we can see how long it takes for us to qualify a lead from social media.
- In this particular report (looking at past 3 months), we found that we’ve generated 5 qualified opportunities out of the 33 marketing qualified leads we’ve passed to our sales team. Now, if any of had closed, then we would also be able to see the revenue contribution from these leads in the same report. With this data we can start to measure the ROI from social media.
Understand how individuals consume content
With this data, we are able to learn what content socially engaged leads like to consume on our website, and how that pattern may be similar or different from leads from other sources. From the Marketo report, we clicked on a few leads, navigated back to Oktopost to see the lead’s Social Activity. Here, we could see what social actions were taken and what conversions occurred.
While this person is relatively new lead, some of the other leads have a longer activity thread. This helps us understand people’s paths through the buying process, and the content that’s most effective at each stage of the buying process.
How to set up the integration between social media management platform and MAP
The level of integration and the specifics will verify depending on the platforms you’re using. For us, we found the integration to be a straight-forward process. For Oktopost, there are two parts to the Marketo integration:
Lead Conversion Source – Oktopost syncs all incoming social leads with Marketo and augment them with detailed source data.
Social click tracking – This tracks lead activity. If configured, Oktopost will sync all of the information it collects on clicks with Marketo. Both existing and anonymous leads will be added with activity log information on all clicks coming from social channels.
Setting up Lead Conversion source integration
Step 1: We set up custom fields in Marketo to store the additional information. Our Marketo admin had to do this. We created the following fields:
Step two: We configured our API credentials and entered our Marketo User ID, Encryption Key and Soap Endpoint into the Oktopost Integration page, and hit Submit.
How to Set Up Social Click Tracking Integration
This set up syncs all of the social click activity with our Marketo lead database. Anytime someone clicks on any of our social posts, Marketo will be made aware of this click via the Web Page visit log.
- Setup a new CNAME for your domain that will point to okt.to.
- On theconfiguration page enter your Munchkin Account Id and the new CNAME that was created.
- Make sure that the Track Social Click Activity is checked and click on the Submit button.
Here’s what the data looks like in Marketo
When there’s a lead conversion, and that lead originated from a social post, Oktopost will automatically populate the custom fields with addition social source data.
On every social click, whether that click leads to our website or to a third party, such as some other blog, Marketo sees the click as a web page visit.
By integrating your social media management platform with your marketing automation platform, you can give social media the credit it deserves, attribute leads originated from social media to opportunity creation and revenue and show your team the true impact of social media on your business.
Want to learn more about social media strategies that can help you increase funnel impact? Check out our on-demand webinar “Developing Social Media Strategies to Aid Every State of Your Marketing Pipeline