Monday, August 15, 2011

Two Worthwhile Articles about B2B and Social Media

Every once in a while, we meet a prospective client who is unsure whether their company, always a B2B tech company, should engage in social media.

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.

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