Tag Archives: b2b marketing

Current issues with B2B social media

Paul Gillin penned an excellent article on the rise of social media in the B2B space for the latest edition of B-to-B Online. As the veteran tech journalist points out, marketers are now showing a higher comfort level with using social media, as evidenced by the ‘Twitter and Facebook emblems sprouting up on business Web sites like dandelions in a summer field’! As Paul explains, both Twitter and LinkedIn work well for getting in front of a professional demographic whereas Facebook has huge mass appeal but often the communication is less work, more play.

Are some platforms more equal than others?

Paul points out how organizations like Forrester and IBM have built considerable fan bases on Facebook, however I’d argue whether these in many instances are as much about securing a brand URL and doing the minimum to make the page look ‘fresh’, as opposed to being part of a more concerted marketing effort. I would say the same thing applies to a lesser extent on LinkedIn – we don’t see too many case studies showing specific marketing benefit from running campaigns here (eg. around group management). This is where Twitter differs. Whilst you can easily just hook  a Twitter profile up to the RSS feed from your blog(s), there is a lot more interest from B2B marketers around developing a Twitter strategy with more meat on it. Why? I believe these are key reasons:

  • The 140 character limit makes it among the easiest of social media channels to maintain
  • As a result, proliferation of profiles across the organization can be well-maintained
  • The ease of setup means it fits well with the social media dictum: experiment and fail fast
  • Conversations tend to be business-focused
  • The platform works well for both community-building through message promotion
  • Easy integration with web and other properties through RSS/API

So whilst it’s obligatory to at least camp down in each major social media territory, this doesn’t necessarily equate to a high level of involvement. I’ve had discussions around the water cooler as to whether it even makes sense for us (in the B2B tech space) to be on Facebook.  I think we should be, but don’t have the answers around appropriate interaction on this platform).

Organizational challenge

One aspect that Paul doesn’t cover in much detail is a problem which tends to be magnified in larger organizations: how do you deliver a coherent message across all the various departments? For instance, let’s glance back to the wonderful Twitter. Marketing can use the platform to dish out special offers and converse with prospects. Support can take product-related questions. R&D can discuss newly-introduced features. PR feeds information to the major influencers. HR can advertise jobs. What happens when these interactions overlap? For instance, if that prospect trialling a product has a support question… or a major influencer starts talking to the R&D department, rather than PR. In a small organization, these cross-department interactions can be solved quickly by just peering over a cube and talking to your neighbor. As organizations get bigger, these roles tend to operate in virtual silos and it could be that a relevant organization is on the other side of the globe.

As more and more corporate communication moves into the social space, these problems will grow. I’d expect new roles to emerge (or existing ones to evolve) to deal with this. Currently, the social media manager role sits largely in the marketing function and is at least loosely tied to the number of leads generated from the web. The fact that a support question on Twitter goes unanswered for days is not of prime concern. Until, that is, it is picked up by an external blogger and becomes a PR/marketing issue.

Moreover, we’re yet to see the kind of workflow tools we need to ensure that all queries or issues are followed up on.  Some blogging clients like CoTweet have introduced some of this functionality, but we’ve some way to go to allow these tools to be integrated fully into the organization.

HR paranoia

As Paul rightly points out, there is much head-scratching in the legal and HR departments around these tools which effectively allow employees to have  a much stronger influence on the brand. Whilst most organizations cannot logistically monitor the firehose of social media content generated by their staff, there is an emerging market for technologies which at least help isolate problem spots. For instance, Social Sentry from Teneros claims to lessen corporate risk around compliance, legal exposure, brand damage and HR issues, amongst other things.

Wanna be starting something

In terms of the lifecycle of social media in the B2B space, we’re seeing evolution out of the hype/evangelism stage to the point where we need strategies that integrate social media into our business processes. Personally, I think social media has the power to warp these processes into a form completely different to what we have today (much like the effect web marketing has had on direct marketing).

However, the only way to get to this stage is to build and iterate. Test different platforms and tools. Look at what you can and can’t measure. See what level of organizational involvement you can secure. The clarion call remains the same: get out there and get involved!

Advanced B2B Marketing

This was a great session given that there is so much emphasis on eCommerce at these online marketing events. Thinking of B2B marketers and their specific needs (eg. lead gen, dealing with the organization, making a case for SEM) made for a well-attended session.

Jeffrey Rohrs, Vice President, Marketing, ExactTarget

Barbara C. Coll, CEO, WebMama.com Inc.
Patricia Hursh, President & Founder, SmartSearch Marketing
Adam S. Goldberg, Chief Innovation Officer, Clearsaleing


Use search to reach prospects early in the buying cycle – data from Forrester shows that search is particularly useful at this stage. For this reason it is important to look at the search history of a person. Often conversion occurs on a brand term, but there can be many other terms used before this to lure the prospect during the research phase.

For paid search, you can pre-qualify clickers with the ad text. You will take a hit on quality score (your CTR will often drop), but you’ll see better ROI – the traffic you receive is of a higher quality. Think about aligning copy across the buying cycle, eg. information and reviews can be useful at the early stages.

Use A/B or multivariate testing constantly to see how the site performs. Test what names you give your assets: ‘product tour’, ‘virtual tour’, ‘white paper’ can all perform differently. Add secondary (ie. additional) conversions to bolster the conversion rate. When it comes to registration, think of the value of the offering compared to what you are asking in return. Is the form too long for a white paper? All this can be tested.
Implement a lead qualification process to only pass ‘warm’ leads to sales.


SEM and the salesforce
Dealing with an enterprise B2B business, particularly with an entrenched sales force, has it’s own unique challenges. Marketing goal is to fill the pipeline with good leads. However most enterprise sales reps believe they will only get good leads through direct contact.

Marketing offers Free Trial, Downloads, Whitepapers although often trials are the biggest conversion points from a sales perspective. High leads also come through online demonstrations.

Sales want campaigns to deliver either a prospect that closes the deal OR another name in a key prospective account. These needs can conflict with site usability. For instance, the sales process wants the long form, but this might not always be the best course of action.

Knowing what keyword a visitor used can help decide whether a lead is an A lead. Educate reps on the value of SEM by showing them paid search numbers. Furthermore, check to see whether the reps are following up on leads.

When it comes to keyword research, sales can be particularly useful. Listen to the terms used by the sales force – their language has been honed over time to be resonanant with prospective clients.
Follow up to find out exactly which leads turned into sales and feed this data back into the SEM process.


Looking at revenue is much more effective than looking at the cost per lead. Profit is obviously an even better metric (although not always available). You should tie web analytics to the CRM so you know which ads are the ones that work well.

In the B2B space, attribution management is needed to calculate which touch points (search, email, banner, etc) should be given credit in a sale, given that the buyer has probably had various marketing touch points prior to the sale. How exactly you work out an attribution model is open for debate.