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Social media strategy for B2B: what’s required and what’s optional

Chris Koch

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. But the mistake I think many companies make is assuming that if there is no reason for actively marketing the company through social media then there is no reason to invest in a social media strategy.

Social media strategy for B2B: what’s required and what’s optional

Chris Koch

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. But the mistake I think many companies make is assuming that if there is no reason for actively marketing the company through social media then there is no reason to invest in a social media strategy.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

However, many tech buyers visit vendor Web sites many times to learn about and compare products, yet few register or leave evidence of their activity. I would put Demandbase here along with firms like Active Conversion, Hubspot, iHance, Leadlander, Sales Genius, and Zoominfo. (I’m Analytics include Web site visits, return visits, email opens, and click-throughs with an emphasis on letting marketing, insides sales, or account managers know when these activities happen.