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

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

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 practicesFocuses on the channels that are most effective for B2B marketersBuilds 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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Comments

J. D. Lasica "open media" says:

Field guide to the Social Business In my consulting work at Socialmedia.biz, I still run into executives and top-tier managers who think of social networking as an employee productivity drain. For anyone who shares a similar point of view, run to your nearest bookstore and pick up a copy of “Social Marketing to the Business Customer” by Paul Gillin and Eric Schwartzman.The book is chock full of meaty, real-world examples of how to grow your business using B2B and B2C strategies and tactics. The authors show how…

David Verchere says:

Must Read Resource For Business If you work in marketing for any size company there are three reasons you need to buy AND READ this book.1) You’ll gain the knowledge you need to spend your dollars wisely.2) You’ll learn the technical terms that will let you ask the right questions in the right way with the right words.3) You’ll see that you absolutely need to stop whatever you are doing immediately and get a social media strategy. The world is changing before our eyes!Thanks…

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