To many B2B marketers, the term “Social Selling” equates to the getting more leads from social networks. However, not all social leads are created equal. Some will be ready to talk to your sales team tomorrow. Others will not buy from you no matter how many times you contact them. Your job as a savvy social marketer is to figure out which social leads are worth your marketing and sales colleagues’ time, and move these leads through your marketing pipeline.
Since there are 310 million monthly active users on Twitter, your chances of connecting with a specific community of active users in your industry are fairly large. At Socedo, we source over 30% of our leads from Twitter, and many of our customers have experienced comparable results.
But here’s the challenge: how do you spot your target prospects in a platform where millions of people are tweeting on a regular basis?
Before we answer this question, let’s quickly discuss a framework for qualifying leads. You’ve probably heard it before. It’s called BANT (Budget, Authority, Needs, and Timeline).
Budget – Does this person have the budget to purchase your product? If your company only sells enterprise software that starts at a floor of a million dollars, you might display smaller companies with an annual revenue of under $25 million.
Authority – Does this person have the authority to purchase your product? Or do they have access to or influence over the person or group of people who makes the decision?
Needs – Does this person’s team/department/organization have a pain point that a product like yours can solve? What are their primary goals for searching for a solution in your space? What’s the organization’s current plans for implementing a solution in order to achieve their goals?
Timeline –When is this person looking to make a purchasing decision?
To figure out whether someone is a potential lead for your business, start with their Twitter profile. Their Twitter profile can help you to determine whether this person has a need or pain point, has authority (which is correlated with budget), and when they might be making a purchase decision.
For example, at Socedo, we sell software to the B2B marketer whose organization has already invested in building a Twitter presence. We would look for people with “ ”B2B marketers/influencers” in their bio, who tweet about “lead gen” or similar topics, and has a more than 1000 followers.
As you go through someone’s profile, ask yourself these questions:
- Profile picture/Headline photo – do they have one? Does it look professional?
- Bio – does it include a job title you want to target?
- Bio – does it contain a link to their company website?
- Are they following influencers in your industry or market? Are they a relevant influencer themselves?
- Do they tweet about topics your brand also tweets about?
- Are they using relevant hashtags for your industry or market?
- What types of content do they share?
- Is this someone who interacts with others on Twitter regularly? Do they tweet consistently?
- How responsive are they to others who mention them?
- What are they retweeting?
By going through this exercise, you will get a general sense of whether someone fits your target audience. Once you’ve done this, it’s time to put a grade on your leads (“Cold, Warm, Hot” or A, B, C).
Ice Cold Leads/Bad Fits
These are leads are bad fits. They either don’t match your target audience or just aren’t active on Twitter. Their bio doesn’t include their job title or work and the link to their website is a personal Instagram account. They’re tweeting here or there, but not about topics related to your industry or brand your brand cares about. This lead has about 100 and less followers, and follows more people than they have followers.
These are leads who meet some of your target criteria. What makes someone a qualified warm lead is that they enough promising traits. However, they might be lacking budget or have a timeline that does not fit your current sales cycle. These leads are the ones you should engage with and nurture through content. They’ll eventually qualify themselves by engaging with your content.
For example, this lead has a professional profile picture, a bio stating where they work at and has a job title that your company sells to. They have several hundred followers and is fairly active. This person has shared interesting articles on topics your company writes about in the past, but hasn’t tweeted about these topics in the past two months.
Burning Hot Leads
This qualified hot lead hits at least 80% of your target criteria. For example, this may be an influencer in one of your target industries and is in a role with the authority to make decisions on budget. This person shares articles on topics your company writes about and consistently discusses subjects related to your market. Through their tweets, this person has already expressed a pain point that a solution like yours can solve. You can infer that this person is looking to make a purchase decision relatively soon.
These are the leads you should prioritize. Engage them with relevant content to bring them into your marketing database.
How to discover and qualify leads automatically
We know that it’s not practical to manually search through Twitter to find your ideal leads. You can do this at scale with Socedo, by setting up sets of bio, conversational and location keywords in our product to automatically discover hundreds of your best leads each day. Give our product a try to start discovering your leads on Twitter.