Marketing & Sales: Integrating Social Media and Lead Generation

digital attribution
digital attribution

This is a guest post by Paul Mosenson, President and Founder of NuSpark Marketing,, a B2B Marketing firm.

Much has been discussed about the importance of aligning sales and marketing with regard to marketing automation and lead management processes. Social media marketing is also a channel where marketing and sales departments need to be closely aligned, but the assignment of roles and tasks can be unclear to many firms.  The question remains; how should sales communicate with marketing, and vice-versa, to form a solid lead generating process.  The “mash-up” of tools and SAAS platforms contributes to the solution, but the internal process still needs definition.

As we as an industry continue to define those roles (Are sales people now marketers? Are marketers now sales people?), the role of social media comes into play.  Between the books, blog posts, webinars, research reports and articles we’ve all read about the hows and whys of participating in social media, we’re still grappling with the following:

  1. Is social media right for my business?
  2. Are the hours worth the time when my immediate need is top of the funnel leads
  3. If social media is more about branding and service, can you really measure ROI?
  4. How do my sales people or my marketing people manage these tactics together?

These and many more questions come to mind. As far as lead generation goes, social media most definitely IS a contributor to lead generation, and I have written a new e-Book describing in detail the strategies and tactics to find and nurture prospects for your business.

It is written both for marketing and sales people, as both fields must integrate for proper social media lead generation to work.  Social Media is considered a subset of inbound marketing practices, but is really a hybrid of inbound and outbound.  Inbound because of what you say, how you say it, and the value you provide will attract prospects to your website or landing pages.  Outbound because you have to have a strategy to seek and find prospects for your solutions, and social media has those prospects (if your target audience research supports their product research behavior).

We’ve read that social media works best when you can share content, especially your own.  Is a sales person sharing content?  Can that content be downloaded from your website with a simple web form for lead capture? Or is the marketing person sharing the content? If so, the marketing person is creating a relationship with prospects, and not the sales people. Get the role confusion?

The e-Book attempts to evaluate those roles, and put a process together so that sales and marketing are integrating together. Also covered is a brief section on how social media affects SEO.  This is the 6-step process for social media lead (and sales) generation:

  1. Marketing creates educational content
  2. Marketing promotes content; externally and to sales people!
  3. Sales People seek out prospects in social media, and shares that content with prospects
  4. Marketing houses that content on landing pages with web forms for lead capture
  5. Leads are nurtured until they are sales-ready
  6. Sales people go for the close!

Feel free to download the e-Book to begin the process of finding and closing leads through key social media channels, and measuring your results.  Click here.  I look forward to your feedback.

Paul founded NuSpark Marketing in 2010 after many years in the advertising business, consulting clients on proper media and marketing strategy, both traditional and digital.  The focus of NuSpark Marketing is proper lead management strategies, starting with research, then lead generation, demand generation, and lead nurturing, with quality content and analytics the umbrella across all tactics.  Paul has spoken on numerous occasions on sound digital marketing strategies, importance of engaging content, and the value of conversion-friendly websites.  He is certified with Google Adwords and is a Google Analytics power user for his clients.  Social Media is also a lead generating strategy and thus the publishing of the above e-Book, Paul’s fourth on digital media and lead generation strategies and tactics.

Follow Paul on Twitter @nusparkmktg

Michael Brenner

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.

1 thought on “Marketing & Sales: Integrating Social Media and Lead Generation

  1. Paul,

    Thanks for the post. I strongly suggest businesses looking to align sales and marketing teams also document their process. For example, many of today’s companies create a Service Level Agreement, or SLA, between marketing and sales. The SLA serves as a contract between both groups. It’s a way to develop a common language. Defining a lead, social media lead gen tactics, lead scoring models, lead follow up process, and more are just a few examples of what should be included in a SLA. We’re working on a SLA template and would be happy to share it with you if interested.

Comments are closed.