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The B2B Social Media Book
Book

The B2B Social Media Book

Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

Kipp Bodnar and Jeffrey L. Cohen
Wiley, 2012
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Editorial Rating

7

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  • Applicable

Recommendation

Business-to-business (B2B) firms should establish a platform in social media. Their outlets are perfect for enhancing two vital B2B building blocks: defining prospects and establishing relationships. Many B2B firms don’t understand or use social media and their leaders remain unaware of the many benefits they could realize. Don’t be one of those leaders. Here, Internet marketing strategists Kipp Bodnar and Jeffrey L. Cohen explain social media and its substantial payoffs for B2B entrepreneurs. The authors detail how to formulate your ROI from social media activities and they lay out workable strategies for every social media option. getAbstract recommends their sound advice, worthwhile strategies and practical information to every B2B entrepreneur.

Summary

Social Media Work for B2B Marketing

Social media can turn you into a business-to-business (B2B) marketing superstar by cutting your costs, increasing your leads and helping you earn a measurable return on your marketing investment (ROI). Nearly three of four CEOs mistakenly believe that marketing executives cannot verify the correlation between their activities and their firms’ bottom lines – but with social media, you can.

This disruptive technology constitutes a “revolution in which creativity and analytical thinking collide.” To build a strong advantage, step up and join the revolt – but only if social media communication is appropriate for your firm. These channels don’t fit every commercial enterprise. For example, if you serve five customers or fewer, just communicate with them directly and focus on face-to-face contact. If your prospects’ purchasing agents operate behind firewalls – for example, as with the military – they won’t care about social media. Don’t worry about social media if you need to sell products quickly – that’s not a social media strength. Don’t attempt an initiative on social media if you and your organization can’t devote a lot of time and...

About the Authors

Social media strategists Kipp Bodnar – of the marketing-software firm HubSpot – and Jeffrey L. Cohen – of the Salesforce company Radian6 – co-founded SocialMediaB2B.

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