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

ISBN-13: 9780470639337 / Angielski / Twarda / 2011 / 272 str.

Paul Gillin

Opis

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

Spis treści

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 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.

Notes.

About the Authors.

Index.

O autorze

PAUL GILLIN (www.gillin.com) 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 (www.ericschwartzman.com) 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.

Blurb

PRAISE FOR
SOCIAL MARKETING to theBUSINESS CUSTOMER

"This is the book I was too lazy to write. Gillin and Schwartzman have broken the code to how to approach B2B marketing with social media."
CHRIS BROGAN, President, Human Business Works, and coauthor of Trust Agents

"Gillin and Schwartzman not only dispel the myth that social media is limited to B2C marketing, they demonstrate how business customers are redefining the boundaries for influence, decision–making, and lead generation."
BRIAN SOLIS, author of Engage! and BrianSolis.com

"While most of the social media hoopla to date has been in the consumer space, social media will have an even larger impact on B2B companies seeking to build deep, long–term relationships with their customers.This book is extremely timely as a guide on how to do just that. If you′re in the B2B space and looking to grow your business, this is the book for you."
LARRY WEBER, Chairman, W2 Group, and founder, Weber Shandwick Worldwide

"In the old days, the B2B marketer′s sole job was to generate leads and hand them over to salespeople to nurture and close. No longer. Buyers evaluate your offerings continually on the Web, and if you′re not engaging through social networks, your company is at a tremendous disadvantage. Paul and Eric show you how the most successful B2B companies reach buyers via social marketing."
DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing & PR and Real–Time Marketing & PR

"If your company is still blocking access to social networking sites or considering them as a ′productivity drain,′ think twice! For many B2B companies,it is THE new way to engage with customers, communicate with suppliers, and generate leads. A solid social media presence is the only way to open and humanize your business and master crisis communication. This books shows you with very practical examples that there is no good reason not to use social media."
MATTHIAS LÜFKENS, Social Media Architect, World Economic Forum

"If you want truly expert advice on selling the value of social media to the CFO of a B2B concern, stop everything and READ THIS BOOK."
MARK STORY, New Media Director, U.S. Securities and Exchange Commission