B2B Social Media


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This deck goes over why a B2B marketing/sales/etc. professional would want to use social media - specifically social media's impact on a company's bottom line. Although there is not immediate ROI, this deck helps explain how social helps facilitate the buying cycle.

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B2B Social Media

  1. 1. B2B Social Media? Last Updated: January 2014
  2. 2. Social Media in the B2B Space? • Social Media is a form of instant communication where B2B Marketers can connect directly with their customers and their target audience. • The ultimate goal of social media is to make new quality connections. The first step is to join and create conversations. • A new channel to create opportunities and pipeline, IF done correctly.
  3. 3. Why Social Media? • Social media serves as a vehicle to facilitate two-way conversation between individuals. • You should be building relationships with others. • The marketing funnel has changed.
  4. 4. Why Social Media? • Our customers are on social media. • It is a free or low-cost channel in which to disseminate information quickly. • Social media has the opportunity to reach a large audience – especially when things go “viral.” Source: eMarketer.com (December 2011) provided to Aberdeen Group (March 2012)
  5. 5. B2B Social Media • The majority of B2B companies are using social media. • • • • • Cisco IBM Salesforce.com Intel Dell • Our competitors are on social media. Source: eMarketer.com (February 2012) provided to BtoB Magazine (March 2012)
  6. 6. Social Media’s Business Impact Though there may not be an immediate ROI from social, there are many lingering effects of social. • Thought leadership • Lead Generation • Sales/Request For Information • Reputation • Brand Awareness
  7. 7. B2B Social Media Lead Generation Source: eMarketer.com (2012) provided by Chief Marketer (March 2012)
  8. 8. Social Media’s Business Impact Social can help decision makers and researchers find information on our products. • SEO • Direct click through rate (CTR) from corporate and employee social media posts. • Word of Mouth generated by social. Source: Social Marketing Forum 2012
  9. 9. Social Media’s Business Impact • Millennials are more reliant on whitepapers, blogs or webinars to gain information (Social Marketing Forum 2012). • Although they are not the main decision makers yet, they will be as their careers progress. • Millennials are still part of the decision making process.
  10. 10. So Which Channels Should B2B Marketers Use? • Depends on your organization. • What is the company culture like? • Work with all different parts of the company to decide which social media platforms to focus on. • What are the company’s main goals? • What are the main campaigns the company is promoting? Source: eMarketer.com (2012) provided by The Frantz Group (April 2012)