Social Marketing to the Business Customer
Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships
B2B markets are fundamentally different from consumer markets.Decisions are made on value, not impulse. Buying cycles arecomplex, often with many stakeholders involved. Relationships andsupport 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 engineoptimization, social media monitoring, social media policydevelopment, long-term client relationships, gaining stakeholdersupport, building a more transparent organization, and what'scoming next.
- Features plentiful examples, case studies, and bestpractices
- Focuses on the channels that are most effective for B2Bmarketers
- Builds on the authors' more than 30 years of combinedexperience in the new media/social media space, as well as twoprevious successful books
Leverage the vast business-to-business potential of Facebook,LinkedIn, Twitter, and many other social media platforms today withSocial Marketing to the Business Customer!
272 pages; ISBN 9780470939734
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Title: Social Marketing to the Business Customer
Author: Paul Gillin; Eric Schwartzman