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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!
Online customer attacks have struck some of America?s biggest brands, and the volume and scope is growing dramatically. You no longer have the luxury of time to respond. An attack can go global in a matter of hours.
Attack of the Customers shows how social media can be used to destroy as well as to build. It provides actionable strategies to prepare for and prevent disaster from striking your company. And it shows you how creative engagement can turn critics into raving fans.
As this book shows with fascinating real-world examples, customers complain because they care. In these pages, you'll learn how to respond effectively and how you can grow your business in the process.