Social marketing to the business customer : listen to your B2B market, generate major account leads, and build client relationships

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Where to find it

Information & Library Science Library

Call Number
HF5415.1265 .G554 2011
Status
Available

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Names:

Summary

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 !

Contents

  • Foreword p. vii
  • Acknowledgments p. xi
  • How to Use This Book p. xv
  • Preface p. xvii
  • Part 1 Setting the Table
  • Chapter 1 The Changing Rules of B2B Marketing p. 3
  • Chapter 2 Seven Ways You Can Use Social Media p. 15
  • Chapter 3 Winning Buy-In and Resources p. 30
  • Chapter 4 Creating a Social Organization p. 45
  • Chapter 5 Creating and Enforcing Social Media Policies p. 56
  • Part 2 Tools and Tactics
  • Chapter 6 Learning by Listening p. 67
  • Chapter 7 Understanding Search p. 87
  • Chapter 8 Choosing Platforms p. 103
  • Chapter 9 A Non-Techie's Guide to Choosing Platforms p. 114
  • Part 3 Going to Market
  • Chapter 10 Social Platforms in Use p. 129
  • Chapter 11 Pick Your Spots: Planning Social Marketing Campaigns p. 142
  • Chapter 12 Lead Generation p. 156
  • Chapter 13 Profiting from Communities p. 176
  • Chapter 14 Return on Investment p. 200
  • Chapter 15 What's Next for B2B Social Media? p. 215
  • Appendix: Elements of a Social Media Policy p. 223
  • Notes p. 238
  • About the Authors p. 241
  • Index p. 243

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