Social marketing to the business customer: listen to your B2B market, generate major account leads, and build client relationships
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, N.J.
Wiley
c2011
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | Includes bibliographical references and index The social media craze has, ironically, given birth to one of the biggest booms in recent book publishing. The gaping hole in this market, however, is B2B. Nearly every social media book that's been published either targets the consumer market or treats B2B as an afterthought. If you search for "B2B social media marketing" on Amazon, the results revealed not a single relevant title. In fact, Paul's own two social media books both turn up in the top 10 results, despite the fact that neither of them directly targets this market. This is a stunning gap, given that some of the earliest adopters of social media were B2B companies like IBM, Sun Microsystems and Cisco. There is also plentiful evidence that B2B marketers are hungry for information about this topic. At the recent Inbound Marketing Summit in Boston, a show of hands from the audience of 350 marketers revealed that about 70% identified themselves as B2B. The authors' own consulting and speaking engagements, which were principally to consumer audiences a couple of years ago, are now almost entirely to B2B companies and trade associations. The Business Marketing Association estimates B2B marketing spending at over $80 billion annually. Among the top 50 companies on the Fortune 500, nearly all have significant B2B sales. What's more, the B2B market tends to be less price sensitive than the consumer market, meaning that readers are more likely to pay a premium price for specialized guide and to buy in quantity. How Businesses Reach Businesses will build upon our extensive experience in this space, the authors' two successful social media books, and more than a decade of collective immersion in this topic. This will be a hands-on guide with plentiful examples, case studies and best practices. It will focus on the channels that are proving most effective for B2B marketers as well as on the topics that are unique to this segment, including prospecting for clients, long selling cycles and high-ticket items, using social media for long-term client relationships, corporate transparency and policies, etc" |
| Beschreibung: | 1 Online-Ressource (xxii, 250 p.) |
| ISBN: | 9780470939734 0470939737 9780470639337 0470639334 |
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| 500 | |a The social media craze has, ironically, given birth to one of the biggest booms in recent book publishing. The gaping hole in this market, however, is B2B. Nearly every social media book that's been published either targets the consumer market or treats B2B as an afterthought. If you search for "B2B social media marketing" on Amazon, the results revealed not a single relevant title. In fact, Paul's own two social media books both turn up in the top 10 results, despite the fact that neither of them directly targets this market. This is a stunning gap, given that some of the earliest adopters of social media were B2B companies like IBM, Sun Microsystems and Cisco. There is also plentiful evidence that B2B marketers are hungry for information about this topic. At the recent Inbound Marketing Summit in Boston, a show of hands from the audience of 350 marketers revealed that about 70% identified themselves as B2B. | ||
| 500 | |a The authors' own consulting and speaking engagements, which were principally to consumer audiences a couple of years ago, are now almost entirely to B2B companies and trade associations. The Business Marketing Association estimates B2B marketing spending at over $80 billion annually. Among the top 50 companies on the Fortune 500, nearly all have significant B2B sales. What's more, the B2B market tends to be less price sensitive than the consumer market, meaning that readers are more likely to pay a premium price for specialized guide and to buy in quantity. How Businesses Reach Businesses will build upon our extensive experience in this space, the authors' two successful social media books, and more than a decade of collective immersion in this topic. This will be a hands-on guide with plentiful examples, case studies and best practices. | ||
| 500 | |a It will focus on the channels that are proving most effective for B2B marketers as well as on the topics that are unique to this segment, including prospecting for clients, long selling cycles and high-ticket items, using social media for long-term client relationships, corporate transparency and policies, etc" | ||
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| format | Electronic eBook |
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| isbn | 9780470939734 0470939737 9780470639337 0470639334 |
| language | English |
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| spelling | Gillin, Paul 1957- Verfasser (DE-588)143563130 aut Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin, Eric Schwartzman Hoboken, N.J. Wiley c2011 1 Online-Ressource (xxii, 250 p.) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index The social media craze has, ironically, given birth to one of the biggest booms in recent book publishing. The gaping hole in this market, however, is B2B. Nearly every social media book that's been published either targets the consumer market or treats B2B as an afterthought. If you search for "B2B social media marketing" on Amazon, the results revealed not a single relevant title. In fact, Paul's own two social media books both turn up in the top 10 results, despite the fact that neither of them directly targets this market. This is a stunning gap, given that some of the earliest adopters of social media were B2B companies like IBM, Sun Microsystems and Cisco. There is also plentiful evidence that B2B marketers are hungry for information about this topic. At the recent Inbound Marketing Summit in Boston, a show of hands from the audience of 350 marketers revealed that about 70% identified themselves as B2B. The authors' own consulting and speaking engagements, which were principally to consumer audiences a couple of years ago, are now almost entirely to B2B companies and trade associations. The Business Marketing Association estimates B2B marketing spending at over $80 billion annually. Among the top 50 companies on the Fortune 500, nearly all have significant B2B sales. What's more, the B2B market tends to be less price sensitive than the consumer market, meaning that readers are more likely to pay a premium price for specialized guide and to buy in quantity. How Businesses Reach Businesses will build upon our extensive experience in this space, the authors' two successful social media books, and more than a decade of collective immersion in this topic. This will be a hands-on guide with plentiful examples, case studies and best practices. It will focus on the channels that are proving most effective for B2B marketers as well as on the topics that are unique to this segment, including prospecting for clients, long selling cycles and high-ticket items, using social media for long-term client relationships, corporate transparency and policies, etc" BUSINESS & ECONOMICS / Marketing / Telemarketing bisacsh BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh BUSINESS & ECONOMICS / Mail Order bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh Internet marketing fast Marketing / Social aspects fast Social media fast Gesellschaft Wirtschaft Internet marketing Marketing Social aspects Social media Soziales Netzwerk (DE-588)4055762-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Soziomarketing (DE-588)4116549-4 gnd rswk-swf Soziomarketing (DE-588)4116549-4 s 1\p DE-604 Online-Marketing (DE-588)7706419-7 s 2\p DE-604 Soziales Netzwerk (DE-588)4055762-5 s 3\p DE-604 Schwartzman, Eric Sonstige (DE-588)144030438 oth http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=352200 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Gillin, Paul 1957- Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships BUSINESS & ECONOMICS / Marketing / Telemarketing bisacsh BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh BUSINESS & ECONOMICS / Mail Order bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh Internet marketing fast Marketing / Social aspects fast Social media fast Gesellschaft Wirtschaft Internet marketing Marketing Social aspects Social media Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4055762-5 (DE-588)7706419-7 (DE-588)4116549-4 |
| title | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships |
| title_auth | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships |
| title_exact_search | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships |
| title_full | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin, Eric Schwartzman |
| title_fullStr | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin, Eric Schwartzman |
| title_full_unstemmed | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin, Eric Schwartzman |
| title_short | Social marketing to the business customer |
| title_sort | social marketing to the business customer listen to your b2b market generate major account leads and build client relationships |
| title_sub | listen to your B2B market, generate major account leads, and build client relationships |
| topic | BUSINESS & ECONOMICS / Marketing / Telemarketing bisacsh BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh BUSINESS & ECONOMICS / Mail Order bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh Internet marketing fast Marketing / Social aspects fast Social media fast Gesellschaft Wirtschaft Internet marketing Marketing Social aspects Social media Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | BUSINESS & ECONOMICS / Marketing / Telemarketing BUSINESS & ECONOMICS / Marketing / Multilevel BUSINESS & ECONOMICS / Mail Order BUSINESS & ECONOMICS / Marketing / Direct BUSINESS & ECONOMICS / E-Commerce / Internet Marketing Internet marketing Marketing / Social aspects Social media Gesellschaft Wirtschaft Marketing Social aspects Soziales Netzwerk Online-Marketing Soziomarketing |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=352200 |
| work_keys_str_mv | AT gillinpaul socialmarketingtothebusinesscustomerlistentoyourb2bmarketgeneratemajoraccountleadsandbuildclientrelationships AT schwartzmaneric socialmarketingtothebusinesscustomerlistentoyourb2bmarketgeneratemajoraccountleadsandbuildclientrelationships |