If you think that social media is only relevant to Business-to-Consumer markets, it’s time to think again. Recent research by Global Web Index shows that senior B2B decision makers are more socially engaged than the average internet user, and far more likely to use the web to do research for work, to research products and services, and to research how to do things and solve problems than they are to use it to stay in touch with friends.
This is a fast-evolving phenomenon. The past two years have seen dramatic increases in senior B2B decision makers’ adoption of social media profiles (such as LinkedIn), microblogging services (such as Twitter) and educational business videos. A growing number have created either their own blog or contributed to their company blog. The trend is surely set to continue - maybe even to increase momentum.
In fact, according to Brett Petersen, Senior Strategy Consultant at Global Web Index “Social media has become an essential tool for business to business marketers and in some markets participation in these platforms could be the difference between getting your foot in the door and making the sale. Our research highlights the need for B2B marketers to have a sophisticated strategy for leveraging the right platforms, empowering their staff to participate and making contact with client decision makers”.
B2B-focused organisations that fail to grasp this dramatic transformation in B2B buying behaviour will inevitably fall behind their more agile and B2B social-adept competitors. Many already have - perhaps without yet recognising it. This is not to suggest - as some social media charlatans have done - that traditional marketing has been rendered obsolete overnight. Organisations still need to master both inbound and the more traditional outbound marketing. But the balance has inexorably shifted.
We help our clients to rebalance their marketing efforts, resources and messages between traditional and social media. We work with them to develop compelling and attractive content that can be repurposed across a variety of media types, and to create connected campaigns that maximise the different virtues of all of the elements in the new marketing toolbox. And we ensure that sales and marketing teams are fully aligned around telling the same compelling stories.
Take the Next Step
We would be pleased to share what we’ve learned about helping high-growth-potential organisations to engage with B2B social media as part of a balanced programme of sales and marketing performance improvement. As a first step, you may find it useful to self-audit your current sales and marketing processes.
As soon as you are ready to learn more, please email us at social@inflexion-point.com, or call us on +44 (0) 118 975 0595. We look forward to discovering whether we might be able to help your organisation to improve its performance in this critical area.