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:
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.
"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
Paul Gillin and Eric Schwartzman render a great service to their readers by compiling in one place the experience that they have gained in using social media in the B2B space. Read morePublished on August 20, 2012 by Serge J. Van Steenkiste
This is the best book I've read on B2B digital marketing. The case studies, planning guidelines, and implementation recommendations will give you a solid grounding in B2C. Read morePublished on May 6, 2012 by Tony Ahn
Whenever I sit down and venture through the pages of any novel, the "ah-ha" moment usually comes at the end or at the climax in turn of events. Read morePublished on March 19, 2012 by AnnaBee134
Excellent classroom guide for newcomers to B2B social media. The book is well organized in a format conducive to teaching MBA students. Read morePublished on December 28, 2011 by Jim Barry
I really enjoyed this B2B Social Marketing book... it is a great resource for marketers that are doing Business to Business online marketing and are looking to get into social... Read morePublished on November 24, 2011 by Amazon Customer
This book is broken into three sections: Tools, Technology and Execution. It covers more than the basics, is an easy read and is chocked full of practical examples. Read morePublished on October 19, 2011 by Daniel J. Mcdade