Capturing Demand Instead of Simply Generating Leads

Social Signals

Robert Pease Founder/CEO, Nearstreamrobert@nearstream.com

(206) 327-0397@Robert_NS

www.nearstream.com @Nearstream

Sales & Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted

InternetEmailPhonePrint Social

1950s 2012 + beyond

Social is the future…the challenge is to engage at the right time for the right reason.

It’s Not About You

Think Beyond the Business Card

What About Sales Opportunities From Social?

Do People Really Broadcast Need?

VP @ Google!

The Ground Rules

A Social Lead Generation Framework

Asking About/Mentioning You

MentioningCompetitors

Asking AboutWhat You Sell

•Keyword based detection

•Specific reference to your company

•Opening to be helpful/answer questions

•Noisy if your name is common word/phrase

•Can be support, marketing, or sales related

•Keyword based detection

•Specific reference to a competitor

•Be careful – a mention is not always an opening

•Noisy for common words + sorting good opportunities

•Can be support, marketing or sales related

•Words, phrases, intent, smart filtering

•Explicit statement of need

•Invitation to be helpful/answer questions

•Drive to landing page or content that helps

Easier Harder

MentioningWhat You Sell

•Keyword based detection

•Specific reference to a word/phrase of interest

•Noisy and time consuming to find an opportunity

•Becomes ad hoc and intermittent due to effort required to find sales opportunities

Need

Questions to Influencer(s)

Question Forums

Demand Signal Type Possible Action(s)

Engageor Analyze

Participate or Sponsor

Engageor Sponsor

3 Types of Social Signals

Right Person, Right Time, Right Message

Buyer “I need…”

“Looking for…”

“Any recommendations…”

Seller

Offer/AnswerQualified on Need

Nearstream Separates The Signal from the Noise

IDENTIFY CAPTURE CONVERT

Demand Profiles

Remember…Sales Has Always Been Social

Questions?

Robert Pease Founder/CEO, Nearstreamrobert@nearstream.com

(206) 327-0397@Robert_NS

www.nearstream.com @Nearstream