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B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet–the–business decisions demand discipline, knowledge, and lots of information.
This hands–on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long–term client relationships, gaining stakeholder support, building a more transparent organization, and what′s coming next.
- Features plentiful examples, case studies, and best practices
- Focuses on the channels that are most effective for B2B marketers
- Builds on the authors′ more than 30 years of combined experience in the new media/social media space, as well as two previous successful books
Leverage the vast business–to–business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!
From the Inside Flap
SPENDING ON B2B SOCIAL MARKETING is expected to grow 21 percent annually through 2013, yet the innovations of successful companies get surprisingly little attention. This book guides the reader step by step through the process of building and executing a social marketing strategy intended specifically to address the unique needs of business customers.
It′s no secret that social media tools offer powerful new ways to build and cement customer relationships, but the most prominent success stories in books and the media have been about customer markets. The potential for the same tools to transform B2B marketing has been mostly overlooked.
Until now. Social media visionary Paul Gillin and strategic corporate communications consultant Eric Schwartzman have teamed up to present research, stories, and recommendations targeted exclusively at B2B companies. Social Marketing to the Business Customer presents a compelling case for using social media to revolutionize customer outreach, bringing companies in contact with their customers in unprecedented ways and creating dialogues that drive repeat business and reveal new revenue opportunities.
B2B relationships are inherently social, and Gillin and Schwartzman show how to use the new breed of tools to uncover the human potential in every business and involve customers at every stage of the development, sales, and support process. You′ll learn how to:
- Create an organization that integrates online conversations seamlessly and comfortably into its culture
- Develop an engagement strategy that reaches all the stakeholders in a decision
- Plan marketing campaigns that take full advantage of social media tools—separately and in combination with each other
- Find the communities that attract your customers and target markets—and become an essential member of them
- Calculate ROI using real–world metrics that business executives understand
From the basics of social media tool selection, to keyword strategies that get your products and messages on the first page of search results, to the widely varied forums that you can use to build and sustain meaningful dialogues, Social Marketing to the Business Customer makes this diverse and often–confusing world accessible and quantifiable. It is the ultimate primer that enables B2B marketers to create a customized, targeted strategy that maximizes outreach while maintaining your message.
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Customer Reviews
Still I recommend this book for anyone who is running or planning to start a B2B online venture.
The book is chock full of meaty, real-world examples of how to grow your business using B2B and B2C strategies and tactics. The authors show how companies can use social media to forge deep, productive relationships with customers and lure new customers into the fold.
Channeling Shel Israel in "Twitterville," they cite a Dell senior manager Richard Binhammer's admonition: "Don't waste your time trying to convert atheists. Work on the agnostics in the room -- doubters who might be turned into believers through conversation."
The authors explain how a Midwestern distributor of solar panels could use Twitter's advanced search feature to scout out anyone discussing the term "solar panels" within a 100-mile radius of Chicago.
In devoting a chapter to search, the authors reveal some of the tactics that social marketers use to suss out keywords that customers are using to discuss your business -- and where they're discussing it. Sometimes it calls for a shift in the language you use on your own website or blog. "If you're blogging about `solar cells' but your customers are searching for `solar power,' you're speaking two different languages," they write.
Social media platforms and services -- LinkedIn, Twitter, Facebook, YouTube, podcasts -- are covered in depth. Businesses' use of Twitter is more robust than you might imagine. By the beginning of 2010, some 70 percent of B2B marketers were using Twitter compared with 46 percent of B2C marketers.
While you can find zillions of "social media gurus" online who can set up a Facebook Page or Twitter account for your business, you're really not going anywhere unless you have a strategy. And Gillin and Schwartzman deliver with a deep dive into identifying business goals and mapping them to metrics. "Setting a goal like `increase sales' is too general because there are far too many ways to attack the task," they write. "A better goal is `increase sales of left-handed finambulators by 50 percent by expanding distribution channels.' "
The authors also offer a timely look at how companies can take advantage of crowdsourcing to improve their products and internal processes. Brands using customer forums include Dell's IdeaStorm, Procter & Gamble's Connect + Develop, BestBuy's IdeaX, Starbucks' MyStarbucks Idea and Salesforce.com's IdeaExchange. UserVoice has developed a number of innovation forums for customers for companies such as Nokia and Sun (now part of Oracle).
Influence, decision-making, lead generation -- it's all here. Whether you're a small business owner looking to get your arms around social media, a senior manager at a Fortune 1000 business or a marketer trying to pick up tips about this dynamic new landscape, "Social Marketing" has something chewy to offer.
1) You'll gain the knowledge you need to spend your dollars wisely.
2) You'll learn the technical terms that will let you ask the right questions in the right way with the right words.
3) You'll see that you absolutely need to stop whatever you are doing immediately and get a social media strategy. The world is changing before our eyes!
Thanks Paul and Eric for your bravery and willingness to go to market with your book first. I wish I had your foresight and your courage!
Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships
Anyone who has been involved in social media for the past few years, whether for business or pleasure, already knows the value of it however what's not apparent at first is how it may apply to B2B relationships. Not only does this book put your mind at ease on the value of such interactions it also provides great examples. The section on ROI is one of the first chapters I read and the authors really did a great job on covering this topic. ROI has always been a tough topic in relation to social media but they tackled it better than anyone I've seen so far.
I cannot wait to finish reading the whole book!
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