Social Marketing to the Business Customer

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!

The first book devoted entirely to B2B social marketingB2B 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 disciplineknowledge, and lots of information.This hands-on guide covers topics unique to this segmentincluding cost justification, prospecting and lead generationmatching 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 booksLeverage the vast business-to-business potential of FacebookLinkedIn, Twitter, and many other social media platforms today withSocial Marketing to the Business Customer!

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 MediaPolicies.Part Two: Tools and TacticsChapter Six Learning by Listening.Chapter Seven Understanding Search.Chapter Eight Choosing Platforms.Chapter Nine A Non-Techie's Guide to ChoosingPlatforms.Part Three: Going to Market.Chapter Ten Social Platforms in Use.Chapter Eleven Pick Your Spots: Planning Social MarketingCampaigns.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.