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Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships
The first book devoted entirely to B2B social marketingB2B 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 t...more
This hands-on guide covers t...more
Hardcover, 250 pages
Published
January 18th 2011
by John Wiley & Sons
(first published December 23rd 2010)
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The impact of social media on marketing and sales is a hot topic. The Retail Revolution in the B2C-segment is manifest and yes, simple technology disrupts the B2B market in a similar way.
The concept of listening to industries, lead generation and building relationship are still fundamental concepts for any B2B-marketeer. But as in so many ohter disciplines, social media impacts the best practices in an agressively way.
Working in the operations field, I read some books about social media recently...more
Finally a communications/marketing book that is written for businesses! I enjoyed reading this book. Most social media case studies are about Southwest or Starbucks or other prominent consumer companies. Well it's no secret that people like those companies because they are fun. This book provided a great look at what the other side of business can do. And the secret is that it's even easier for many B2B companies to succeed with social media tools because, presumably, they know their target audi...more
Overall a good book with plenty of references, which I like. If you have been marketing in the B2B world for sometime there will be sections that you can 'speed read' through as no digestion is needed.
Good overview of ways to use social marketing in the B2B world. Lots of great software and tools mentioned to help with the process.
Thank Christ it's over.
It was helpful... but really, really boring and poorly edited.
It was helpful... but really, really boring and poorly edited.
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Sound insights and advice.
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