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

ISBN: 978-0-470-63933-7
272 pages
January 2011
Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships (0470639334) cover image
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!

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Foreword.

Acknowledgments.

How to Use This Book.

Preface.

Part One: Setting the Table.

Chapter One The Changing Rules Of B2B Marketing.

Chapter Two Seven Ways You Can Use Social Media.

Chapter Three Winning Buy-In and Resources.

Chapter Four Creating a Social Organization.

Chapter Five Creating & Enforcing Social Media Policies.

Part Two: Tools and Tactics

Chapter Six Learning by Listening.

Chapter Seven Understanding Search.

Chapter Eight Choosing Platforms.

Chapter Nine A Non-Techie's Guide to Choosing Platforms.

Part Three: Going to Market.

Chapter Ten Social Platforms in Use.

Chapter Eleven Pick Your Spots: Planning Social Marketing Campaigns.

Chapter Twelve Lead Generation.

Chapter Thirteen Profiting From Communities.

Chapter Fourteen Return On Investment.

Chapter Fifteen What's Next For B2B Social Media?

Appendix Elements of a Social Media Policy.

Notes.

About the Authors.

Index.

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PAUL GILLIN (www.gillin.com) is a veteran technology journalist, author, and speaker. In addition to his three books on online communities, he has written hundreds of articles and logged more than 200 radio and television appearances on media outlets such as CBS, CNN, the BBC, NPR, FOX, and MSNBC. Previously, he was editor-in-chief and executive editor of the technology weekly Computerworld and founding editor of online publisher TechTarget.

ERIC SCHAWARTZMAN (www.ericschwartzman.com) has advised Boeing, Johnson & Johnson, Southern California Edison, the U.S. Department of State, and the U.S. Marine Corps on corporate communications, public affairs, reputation management, and social media strategy. He is also the creator of the Social Media Boot Camp, host of the award-winning podcast On the Record . . . Online, and founder of iPressroom.

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January 24, 2011
Social Marketing to the Business Customer

Ninety-three percent of business customers start the buying process by searching the web, and spending on B2B social media is expected to grow 21 percent annually through 2013, but reaching a select group of business customers through social media remains elusive, intimidating and overwhelming to B2B marketers.  Are Facebook, Google and Twitter the best services to focus on, or should niche online networks like LinkedIn, SlideShare and Alibaba.com get more attention?  How can marketers and business leaders allocate resources to the networks most likely to deliver the greatest return-on-investment?  And how can business executives minimize the chances that the network they lead with becomes obsolete?

Author Paul Gillin and strategic corporate communications consultant Eric Schwartzman’s new book, SOCIAL MARKETING TO THE BUSINESS CUSTOMER; Listen to your B2B Market, Generate Major Accounts Leads, and Build Client Relationships (Wiley; Hardcover; January 2011; $27.95; 978-0-470-63933-7), the first book devoted exclusively to B2B social media, answers these and other questions with straight-forward, non-technical language and gives readers easy-to-understand strategies and tactics for integrating social media into the B2B marketing mix.  Loaded with practical examples, B2B case studies and best practices, the book guides readers step by step through the process of building and executing a social marketing strategy that specifically addresses 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 largely overlooked.

The book presents extensive research, compelling stories, and expert recommendations targeted exclusively at B2B companies and niche marketers. Social Marketing to the Business Customer makes the business case for using social media to revolutionize customer outreach, bringing companies in contact with their customers and creating customer-to-customer dialogues that drive repeat business more effortlessly than ever before.

Make no mistake about it.  Social marketing will revolutionize B2B marketing, and Gillin and Schwartzman show business communicators how to pick the social media services that best support their B2B sales funnel, accelerate sales cycles and lead to stronger customer relationships.

Social Marketing to the Business Customer includes:

  • Step by step instructions for monitoring and mapping B2B social media conversations using entirely free online tools and services
  • An easy to execute social marketing strategy that appeals to stakeholder committees directly responsible for B2B purchasing decisions
  • A social media policy template businesses can customize to empower virtually any organization to integrate online conversations seamlessly into its business culture
  • Easy to use formulas for calculating ROI using real-world metrics that business executives will understand

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 businesses can use to build and sustain meaningful dialogues, Social Marketing to the Business Customer makes this diverse and often-confusing world accessible, actionable and quantifiable. It is the ultimate primer for B2B marketers looking create customized, targeted strategies that maximize outreach and increase productivity. 

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Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships (US $27.95)

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