B2B Social Media Book
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It's no secret that social media tools offer powerful new ways to build and cement customer relationships, but the most prominent success stories in books and the media have been about customer markets. The potential for the same tools to transform B2B marketing has been mostly overlooked.

"Finally, the book I was too lazy to write. Gillin and Schwartzman have broken open the code to how to approach B2B marketing with social media."

Brian Solis, author of Engage and BrianSolis.com

Steve Rubel, SVP, Director of Insights, Edelman Digital and author of SteveRubel.com

Larry Weber, Chairman, W2 Group and founder,Weber Shandwick Worldwide and W2 Group

David Meerman Scott, bestselling author of The New Rules of Marketing & PR and the new hit Real-Time Marketing & PR

Josh Bernoff, coauthor of Groundswell and Empowered: Unleash your Employees, Energize your Customers, and Transform your Business

Matthias Lüfkens, Social Media Architect, World Economic Forum

Mark Story, New Media Director, U.S. Securities and Exchange Commission

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.
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
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 A Elements of a Social Media Policy.
Notes.
About the Authors.
Index
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 A Elements of a Social Media Policy.
Notes.
About the Authors.
Index
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