Many B2B marketers are still trying to figure out social media for their companies. Years of product marketing driven writing, or content as we now call it, has honed their skills on features-based marketing. No matter how exciting your products and services are, this kind of marketing is boring. And it is not going to [...]
Wednesday, April 10, 2013
B2B Marketers are always comparing their company social media efforts to other B2B companies. What are other companies trying to achieve? What is working? What are their biggest challenges? In a recent survey Ascend2 asked 687 business leaders, marketing executives and practitioners from around the world just those questions. And good for us they separated [...]
Tuesday, March 19, 2013
In a recent study, CEB’s Marketing Leadership Council and Google found that 57% of the buying process is complete before a B2B buyer ever contacts a salesperson. And their results showed an even higher number, 70%, in some instances. The researchers used their interviews with more than 1500 decision makers and influencers in a recent [...]
Thursday, February 21, 2013
B2B marketers often use statistics for their social media presentations. Whether these are educational decks for internal or external audiences, or slides to prove the need for an investment in social media, this is a very limited use for all the statistics that are available online. Why not use these stats to understand more about [...]
Friday, February 15, 2013
Many B2B companies approach social media the same way they approach other parts of their business. With silos. No matter the size of the company, there are separations that reduce efficiency and cause confusion both within and outside the company. Even social media starts in a silo, usually in the marketing or pr department. And [...]
Wednesday, February 6, 2013
One of the challenges for any B2B company that adopts social media is to benchmark their success against other B2B companies. Statistics, like those collected below, are one way to spot trends in overall activity and spending. When you look at all the stats below in aggregate, you see that B2B companies are spending more [...]
Friday, January 25, 2013
Everything in business starts with planning. B2B social media is no different. Even as companies mature and incorporate (or infiltrate, depending on your point of view) social media into other parts of their business besides marketing, the planning stages are key. Below are some posts that resonated with followers this past week that are all [...]
Friday, January 4, 2013
As each year passes the growth of social media for B2B companies continues. Looking at the top posts of the year is a good way to see what resonates with B2B marketers. How to more effectively use Facebook and LinkedIn, especially for generating leads and sales seems to be a running theme. Practical versus theoretical [...]
Monday, December 17, 2012
It is that time of year again where we look forward and try to predict the future of social media for B2B companies. This is not a shot-in-the-dark exercise, but one based on observing how B2B companies have adopted social media over the past year. When we look back at 2013, we will not see [...]
Wednesday, November 28, 2012
As the holidays are on the horizon and the year is winding down, I wanted to put on my curmudgeon hat for a few minutes and share some of the things that drive me crazy about B2B social media. Let me start by saying I have been thinking about, writing about and doing social media [...]
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Wednesday, May 1, 2013
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