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

Overview

Use social marketing to energize your B2B relationships

SPENDING ON B2B SOCIAL MARKETING is expected to grow 21percent annually through 2013, yet the innovations of successfulcompanies get surprisingly little attention. This book guides thereader step by step through the process of building and executing asocial marketing strategy intended specifically to address theunique needs of business customers.

It's no secret that social media tools ...

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Overview

Use social marketing to energize your B2B relationships

SPENDING ON B2B SOCIAL MARKETING is expected to grow 21percent annually through 2013, yet the innovations of successfulcompanies get surprisingly little attention. This book guides thereader step by step through the process of building and executing asocial marketing strategy intended specifically to address theunique needs of business customers.

It's no secret that social media tools offer powerful new waysto build and cement customer relationships, but the most prominentsuccess stories in books and the media have been about customermarkets. The potential for the same tools to transform B2Bmarketing has been mostly overlooked.

Until now. Social media visionary Paul Gillin and strategiccorporate communications consultant Eric Schwartzman have teamed upto present research, stories, and recommendations targetedexclusively at B2B companies. Social Marketing to the BusinessCustomer presents a compelling case for using social media torevolutionize customer outreach, bringing companies in contact withtheir customers in unprecedented ways and creating dialogues thatdrive repeat business and reveal new revenue opportunities.

B2B relationships are inherently social, and Gillin andSchwartzman show how to use the new breed of tools to uncover thehuman potential in every business and involve customers at everystage of the development, sales, and support process. You'll learnhow to:

  • Create an organization that integrates online conversationsseamlessly and comfortably into its culture
  • Develop an engagement strategy that reaches all thestakeholders in a decision
  • Plan marketing campaigns that take full advantage of socialmedia tools—separately and in combination with eachother
  • Find the communities that attract your customers and targetmarkets—and become an essential member of them
  • Calculate ROI using real-world metrics that business executivesunderstand

From the basics of social media tool selection, to keywordstrategies that get your products and messages on the first page ofsearch results, to the widely varied forums that you can use tobuild and sustain meaningful dialogues, Social Marketing to theBusiness Customer makes this diverse and often-confusing worldaccessible and quantifiable. It is the ultimate primer that enablesB2B marketers to create a customized, targeted strategy thatmaximizes outreach while maintaining your message.

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Product Details

  • ISBN-13: 9780470639337
  • Publisher: Wiley
  • Publication date: 1/18/2011
  • Edition number: 1
  • Pages: 272
  • Sales rank: 1,428,585
  • Product dimensions: 6.00 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

PAUL GILLIN (www.gillin.com) is a veteran technologyjournalist, author, and speaker. In addition to his three books ononline communities, he has written hundreds of articles and loggedmore than 200 radio and television appearances on media outletssuch as CBS, CNN, the BBC, NPR, FOX, and MSNBC. Previously, he waseditor-in-chief and executive editor of the technology weeklyComputerworld and founding editor of online publisherTechTarget.

ERIC SCHAWARTZMAN (www.ericschwartzman.com) has advisedBoeing, Johnson & Johnson, Southern California Edison, the U.S.Department of State, and the U.S. Marine Corps on corporatecommunications, public affairs, reputation management, and socialmedia strategy. He is also the creator of the Social Media BootCamp, host of the award-winning podcast On the Record . . . Online,and founder of iPressroom.

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Table of Contents

Foreword.

Acknowledgments.

How to Use This Book.

Preface.

Part One: Setting the Table.

Chapter One The Changing Rules Of B2B Marketing.

Chapter Two Seven Ways You Can Use Social Media.

Chapter Three Winning Buy-In and Resources.

Chapter Four Creating a Social Organization.

Chapter Five Creating & Enforcing Social MediaPolicies.

Part Two: Tools and Tactics

Chapter Six Learning by Listening.

Chapter Seven Understanding Search.

Chapter Eight Choosing Platforms.

Chapter Nine A Non-Techie's Guide to ChoosingPlatforms.

Part Three: Going to Market.

Chapter Ten Social Platforms in Use.

Chapter Eleven Pick Your Spots: Planning Social MarketingCampaigns.

Chapter Twelve Lead Generation.

Chapter Thirteen Profiting From Communities.

Chapter Fourteen Return On Investment.

Chapter Fifteen What's Next For B2B Social Media?

Appendix Elements of a Social Media Policy.

Notes.

About the Authors.

Index.

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