Often, they tell us, their series customers aren't engaged in social media.
However, according to Forrester Research analyst Josh Bernoff, "Parametric Technology Corp., a company that makes product development software, found in a survey that more than 80% of its customers were consuming social content. This helped persuade the corporate executives that its customers were ready for a community." Check out his article, "Four social tech tipsfor b2b professionals."
In "Your social marketing strategy needs some big ideas," another Forrester analyst, Jeff Ernst, made a key point about using social media as part of a thought leadership:
This is a great opportunity for you to use social media to reach and engage potential buyers early in their problem-solving process and start to build a trusted relationship with them, so they're more likely to consider your company when they do enter a buying process. But you won't do it by tweeting product announcements.
Why? Business buyers don't “buy” your product or service; they “buy into” your perspective and approach to solving their problems. To attract these folks to your company and engage them in a conversation, you need to share big ideas and compelling positions on the issues your buyers face, and establish your business as a thought leader in your market.We've got a B2B client that has recently started a thought leadership program via social media, and they're finding that they've started reaching other major thinkers in their space -- and are helping achieve the "buy into: their approach.
Check out the two articles -- they're worth reading.