Social Media B2B

At the SXSW Interactive Conference, I caught up with Kyle Flaherty of B2B cyber security company, BreakingPoint, and talked with him about tracking everything you do in social media so you can measure it’s impact on sales.

Kyle has been measuring social media and tracking ROI at Breaking Point for two and a half years and he stressed the importance of understanding the technology behind what you are doing.

Some of the other things he is doing are:

• Tightly integrating marketing campaigns with their CRM.
• Showing the sales team how to make their LinkedIn profile a resource for customers and prospects and that it can provide better qualified leads that can close faster.
• Using Twitter for community engagement and a bit of lead generation.
• Starting to see some results from Google Buzz.

And finally, Kyle recommends B2B marketers search for social media B2B blogs to find what other people are doing and case studies of how they are doing it as a starting point. Follow Kyle on Twitter at @kyleflaherty.

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