B2B Social Media Marketing

There has been many a discussion on the merits of social media as both a channel for lead generation and relationship building. But where benefits lie, so apply the hidden rules of ethical marketing. At what point does using social media for lead generation become spam? To what extent can you build a professional relationship with someone in their ‘personal’ social space?

With many debates and opinions on the above in the social sphere, it’s clear to see why some brands have got it wrong. Yet there are also many B2B brands that have got it right. Dell, IBM, Sun Microsystems and Cap Gemini are all examples of brands using Twitter for engagement AND lead generation that also appear to be getting the balance right. Dell, probably the most cited example of a B2B brand’s use of Twitter, boasts more than $3M in sales since its launch of @DellOutlet in 2007. In contrast to Dell’s sales driven approach, Cap Gemini, Sun and IBM focus on more of an engaging and informative approach, yet are still only part of a handful of well-known B2B brands making real use of Twitter.

But can you really apply social media in B2B marketing?

The answer to this question is an absolute, resounding, YES! Social media provides us with unprecedented access to the entire decision making unit, including that elusive C-level executive. Free from the traditional gatekeepers, direct engagement of the ultimate decision maker is now possible like never before, leaving the playing field wide open for a new breed of marketer.

So what can you do to make sure you get it right?

The changing face of the marketing department of today signifies that marketers are committed to the whole-hearted embracement of social media, with new roles such as ‘Chief Listening Officer’, indicating the enormity of the impact social media is having on today’s business world. Yet still, many brands are dabbling in social media without the appropriate planning, research and investment – often causing more damage than is gained in brand equity.

To fully commit to social media, brands must give proper consideration to a number of factors not least including objective and KPI setting, targeting, tone of voice, consistency of brand message, and more importantly, the brand’s overall digital roadmap.

In B2B we are lucky, not only are we highly attuned to the detailed analysis of campaign metrics and ROI performance, we are already well-practised in niche targeting, something that many a B2C marketer is still coming to terms with in the digital world. With this in mind, B2B social media marketing not only provides B2B marketers with a truly exciting engagement opportunity; approached thoughtfully, it also gives the opportunity for B2B brands to outshine their so often overrated B2C counterparts.