Understand How B2B Social Media Connects to Your Audience

B2B social media is about connecting with prospects and customers, providing value to their business and tracking those interactions to leads and sales. Today’s round-up of posts address all of these issues.

I start with a post about click attribution, which makes the case for tracking all actions, not just first or last action. Not only does this give proper weight to your social activities, but it gives you a much better picture of all of your marketing activities. Next we look at a couple of articles that address the changing demographics of your target audience. Have you updated your personas to include millennial decision-makers? Their buying motivations and actions may be different from your traditional customers, and you might want to think about the gamification of your processes. The next post is just a reminder that prospects want to know what’s in it for them, and they don’t care about your products. I had to include this one since it is based on a presentation I gave last week, and even includes my slide as the graphic.

And finally, as reminder that Facebook Brand Pages are switching to the Timeline format the end of next week, here’s a pretty thorough review of B2B software product AutoCAD’s Facebook Page (pre-timeline), which now has one million fans. This should give you some ideas of ways to connect with your fans on this platform that is challenging for many B2B marketers.

B2B Marketers Need Every-Click Attribution
from Marketing Interactions
One of the beautiful things about digital B2B marketing is the ability to attribute behavior and engagement for prospects across a variety of channels that may be included in our marketing mix. Where things get a bit sticky is determining how attribution figures into revenue generation. For a simple transactional sale, this may be easier as sales cycles are shorter and less clicks are usually required. But, for a complex sale, attribution becomes a bigger challenge.
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Millennials are making B2B buying decisions. Are you engaged with them?
from B2B Insights Blog
In a previous post I shared that Millenials are moving into management positions and are shaping business decisions. I suggested three attributes – tech-savvy, highly educated, and a passion for meaning in their work – that B2B marketers need to pay attention to if they want to communicate effectively with them. With this post, I’d like to give you a few more behavioral aspects that will likely influence how they make buying decisions and what you need to know so that you can engage with them.
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4 Tips for Adding Gamification to Your Social Engagement Strategy
from Think Customers
While social media alone creates buzz around your brand, it’s gamification that drives engagement across your online community. That’s why many enterprise marketers are turning to gamification to measure and influence consumer behavior on their brand-owned Web and mobile sites.
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Prospects Don’t Care About Your Products. They Want Solutions.
from Social Media Today
Jeffrey L. Cohen, of Radian6, spoke about this at the CloudForce Conference in San Francisco last week. It comes down to offering valuable content and building a trusted relationship as key elements to your sales and marketing strategy. People have very short attention spans, and businesses that understand this are producing a frictionless way for their customers to get the solutions they seek.
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How AutoCAD Retooled Its Marketing With Facebook
from Social Media Examiner
Chris Hession has been a product and marketing manager for nearly 15 years. But recently, his job completely changed. “Just in the last year and a half, social media has become not just a component of our product marketing plan, but really the core component,” said Hession, currently senior manager of Autodesk’s AutoCAD product marketing.
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