Studying the impact of innovation on business and society

Tag: b2b

Engage Against the Machine: The End of Business as Usual

One of the most often asked questions about The End of Business as Usual is how it’s different than Engage. I thought I take a moment to answer it here just in case you were wondering the same thing. Engage was and is special. In fact, I felt the mission and content of the book was so special, that I wrote it twice. I viewed both versions as my chance to not only document the transformation in marketing and service…

The Rules of Smarter Engagement

To celebrate the release of my new book, The End of Business as Usual, I recently hosted a discussion on behalf of Vocus on how businesses should rethink a marketing-driven social media approach by not just engaging, but activating a market-driven strategy defined by smarter, more meaningful engagement. More than 1,000 people attended the event and while I tried to answer every question, many were left unaddressed because of time constraints. This post tackles some of the recurring questions we…

B2B Social Media Lead Generation Explained

Guest post by Eric Schwartzman and Paul Gillin B2B social media marketing is particularly well suited for business-to-business lead generation. Business purchasing decisions are made by stakeholder committees with diverse priorities and a voracious appetite for details. Social media is the most efficient channel for committees of engineers, product developers, purchasing managers and marketers to self-educate, and a way for marketers to abbreviate sales cycles. B2B social media makes it possible for marketers to inform communities with greater fidelity and…

Are Your Ears Burning? In Social Networks, One-Third of Consumers Talk Brands Every Week

Social media didn’t invent conversations, it provided us with tools to surface and organize them. Conversations about brands predates the mediums used to connect messages and aspirations with consumers. The motivation for brands to engage in social networks varies based on the culture and agility of each company, but what is constant is the aspiration to connect with customers and prospects to earn awareness, attention and connections. On the other hand, B2B and B2C consumers have also expressed desire to…

The Business of B2B Social Media

Social Media is often misconstrued as a medium for business-to-consumer or B2C engagement and discounted as a viable communications network for those companies focused on business-to-business transactions. However, B2B, as in any other field impacted by online activity, is faced with a prime opportunity to not only cultivate communities in social networks and other social channels, but also amplify awareness, increase lead generation, reduce sales cycles, and perhaps most importantly, learn and adapt to market dynamics in real-time. Ignorance is…

The Business of Social Media: B2B and B2C Engagement by the Numbers

I spend a great deal of time working within the B2B sector, among other things, and social media is a growing and or pervasive program within a comprehensive, integrated communications and service strategy. In almost every scenario I’ve encountered, executives, marcom and service executives, and brand managers have generally assumed that social and interactive activities and programming were ideally best suited for consumer applications. However, as we recently explored, in Social Media, it’s not just business, it’s business-to-business. Indeed, Social…

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