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

Gillin, Paul; Schwartzman, Eric

Hardcover

ISBN 10: 0470639334 ISBN 13: 9780470639337

Verlag: John Wiley & Sons Inc, 2011

Inhaltsangabe

Book by Gillin Paul Eric Schwartzman

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Reseña del editor

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!

Contraportada

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

Über diese Auflage

• Verlag: John Wiley & Sons Inc
• Erscheinungsdatum: 2011
• ISBN 10: 0470639334
• ISBN 13: 9780470639337
• Einband: Tapa dura
• Anzahl der Seiten: 272