Description

Book Synopsis
The first book devoted entirely to B2B social marketing

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

    Table of Contents
    Foreword.

    Acknowledgments.

    How to Use This Book.

    Preface.

    Part One: Setting the Table.

    Chapter One The Changing Rules Of B2B Marketing.

    Chapter Two Seven Ways You Can Use Social Media.

    Chapter Three Winning Buy-In and Resources.

    Chapter Four Creating a Social Organization.

    Chapter Five Creating & Enforcing Social Media Policies.

    Part Two: Tools and Tactics

    Chapter Six Learning by Listening.

    Chapter Seven Understanding Search.

    Chapter Eight Choosing Platforms.

    Chapter Nine A Non-Techie's Guide to Choosing Platforms.

    Part Three: Going to Market.

    Chapter Ten Social Platforms in Use.

    Chapter Eleven Pick Your Spots: Planning Social Marketing Campaigns.

    Chapter Twelve Lead Generation.

    Chapter Thirteen Profiting From Communities.

    Chapter Fourteen Return On Investment.

    Chapter Fifteen What's Next For B2B Social Media?

    Appendix Elements of a Social Media Policy.

    Notes.

    About the Authors.

    Index.

Social Marketing to the Business Customer

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    £18.69

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    RRP £21.99 – you save £3.30 (15%)

    Order before 4pm today for delivery by Tue 7 Jul 2026.

    A Hardback by Paul Gillin, Eric Schwartzman

    2 in stock

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      Publisher: John Wiley & Sons Inc
      Publication Date: 08/02/2011
      ISBN13: 9780470639337, 978-0470639337
      ISBN10: 0470639334
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      The first book devoted entirely to B2B social marketing

      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

        Table of Contents
        Foreword.

        Acknowledgments.

        How to Use This Book.

        Preface.

        Part One: Setting the Table.

        Chapter One The Changing Rules Of B2B Marketing.

        Chapter Two Seven Ways You Can Use Social Media.

        Chapter Three Winning Buy-In and Resources.

        Chapter Four Creating a Social Organization.

        Chapter Five Creating & Enforcing Social Media Policies.

        Part Two: Tools and Tactics

        Chapter Six Learning by Listening.

        Chapter Seven Understanding Search.

        Chapter Eight Choosing Platforms.

        Chapter Nine A Non-Techie's Guide to Choosing Platforms.

        Part Three: Going to Market.

        Chapter Ten Social Platforms in Use.

        Chapter Eleven Pick Your Spots: Planning Social Marketing Campaigns.

        Chapter Twelve Lead Generation.

        Chapter Thirteen Profiting From Communities.

        Chapter Fourteen Return On Investment.

        Chapter Fifteen What's Next For B2B Social Media?

        Appendix Elements of a Social Media Policy.

        Notes.

        About the Authors.

        Index.

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