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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The first book devoted entirely to B2B social marketing

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!

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)

About the Author

PAUL GILLIN ( is a veteran technology journalist, author, and speaker. In addition to his three books on online communities, he has written hundreds of articles and logged more than 200 radio and television appearances on media outlets such as CBS, CNN, the BBC, NPR, FOX, and MSNBC. Previously, he was editor-in-chief and executive editor of the technology weekly Computerworld and founding editor of online publisher TechTarget.

ERIC SCHAWARTZMAN ( has advised Boeing, Johnson & Johnson, Southern California Edison, the U.S. Department of State, and the U.S. Marine Corps on corporate communications, public affairs, reputation management, and social media strategy. He is also the creator of the Social Media Boot Camp, host of the award-winning podcast On the Record . . . Online, and founder of iPressroom.

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Table of Contents



How to Use This Book.


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 Media Policies.

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 Choosing Platforms.

Part Three: Going to Market.

Chapter Ten Social Platforms in Use.

Chapter Eleven Pick Your Spots: Planning Social Marketing Campaigns.

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.


About the Authors.


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