Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships

Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships

by Paul Gillin, Eric Schwartzman
     
 

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Use social marketing to energize your B2B relationships

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

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Overview

Use social marketing to energize your B2B relationships

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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Product Details

ISBN-13:
9780470639337
Publisher:
Wiley
Publication date:
01/18/2011
Pages:
272
Product dimensions:
6.00(w) x 9.10(h) x 1.10(d)

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