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SXSW: Tracking B2B ROI with Kyle Flaherty

By Jeffrey L. Cohen

Mon, Mar 15, 2010

Examples, Interviews

At the SXSW Interactive Conference, I caught up with Kyle Flaherty of B2B cyber security company, BreakingPoint, and talked with him about tracking everything you do in social media so you can measure it’s impact on sales.

Kyle has been measuring social media and tracking ROI at Breaking Point for two and a half years and he stressed the importance of understanding the technology behind what you are doing.

Some of the other things he is doing are:

  • Tightly integrating marketing campaigns with their CRM.
  • Showing the sales team how to make their LinkedIn profile a resource for customers and prospects and that it can provide better qualified leads that can close faster.
  • Using Twitter for community engagement and a bit of lead generation.
  • Starting to see some results from Google Buzz.

And finally, Kyle recommends B2B marketers search for social media B2B blogs to find what other people are doing and case studies of how they are doing it as a starting point. Follow Kyle on Twitter at @kyleflaherty.

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5 Responses to “SXSW: Tracking B2B ROI with Kyle Flaherty”

  1. Thanks so much Jeff, it was a blast hanging out this weekend with you and Kipp.

    /kff

  2. Kyle

    Thanks for taking the time talking to me. And yes, it was a blast hanging out with you. Need to do it again really soon.

  3. B2BMaven says:

    Great insight Kyle! I appreciate the straight talk- Tired of hearing the same ol’ thing from ‘SM Experts’.

    Diving into the analytics is the only way to accurately measure success and determine an ROI on your efforts.
    Plan-Action-Study Reaction-Adjust(Repeat)

    @B2BMaven
    http://futuresightconsulting.com/

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