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

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!

這是第一本完全專注於B2B社交營銷的書籍。

B2B市場與消費者市場有根本的不同。決策是基於價值而非衝動。購買週期復雜，通常涉及多個利益相關者。關係和支持至關重要。重大決策需要紀律、知識和大量資訊。

這本實用指南涵蓋了這個領域獨特的主題，包括成本證明、潛在客戶開發和銷售線索生成、將工具與銷售漏斗相匹配、建立B2B搜索引擎優化、社交媒體監測、社交媒體政策制定、長期客戶關係、獲得利益相關者支持、建立更透明的組織以及未來的趨勢。

本書豐富的例子、案例研究和最佳實踐，專注於對B2B營銷人員最有效的渠道。作者們在新媒體/社交媒體領域擁有超過30年的經驗，並且出版過兩本成功的書籍。

立即利用Facebook、LinkedIn、Twitter和其他許多社交媒體平台的龐大B2B潛力，透過《Social Marketing to the Business Customer》！