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Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman 3 ppt

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_1 doc

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_1 doc

... Cataloging-in-Publication Data: Gillin, Paul. Social marketing to the business customer : listen to your B2B market, generate major account leads, and build client relationships / Paul Gillin, Eric Schwartzman. ... under-standing how social marketing can enhance your brand, grow your business, and increase customer loyalty. The authors of this book make the important point that B2B relationships are defi ned by ... social marketing. Does social marketing enable a business to get closer to its customers? Does it provide feedback that can be used to improve the customer experi-ence? Does it help grow the...
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Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_2 potx

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_2 potx

... AM11/27/10 6: 43: 37 AM Social Marketing to the Business Customer 6There are big differences between selling to organizations and selling to individuals (Figure 1.1). Let’s look at a few: B2B marketing ... let’s get the basics in place: selling the value of social marketing to the skeptics.CH002.indd 29CH002.indd 29 11/27/10 6:41:54 AM11/27/10 6:41:54 AM Social Marketing to the Business Customer 12child ... that.CH0 03. indd 31 CH0 03. indd 31 11/27/10 6: 43: 37 AM11/27/10 6: 43: 37 AM The Changing Rules of B2B Marketing 5employees than recruitment advertising sources, and that prospects came into the hiring...
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Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_3 ppt

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_3 ppt

... EffectivenessPopularityFigure 3. 3 Popularity of B2B Social Marketing Objectives.Source: Marketing Sherpa.CH0 03. indd 37 CH0 03. indd 37 11/27/10 6: 43: 39 AM11/27/10 6: 43: 39 AM Social Marketing to the Business Customer 54Google’s ... Obstacles.Source: White Horse survey of 104 B2B and B2C marketers.CH0 03. indd 33 CH0 03. indd 33 11/27/10 6: 43: 37 AM11/27/10 6: 43: 37 AM 60 Social Marketing to the Business Customer Also, different stakeholders ... ••••••CH0 03. indd 36 CH0 03. indd 36 11/27/10 6: 43: 39 AM11/27/10 6: 43: 39 AM Social Marketing to the Business Customer 44Kevin O’Keefe runs LexBlog, which supports and hosts blogs for 3, 000 attorneys...
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Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_5 docx

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_5 docx

... Social Marketing to the Business Customer 116Use social networks at the top of the sales funnel. If your objec-tive is to generate leads, seek out conversations ... visibility to listening to his engineers. The language they use to solve problems is rich in the keywords of their fi eld,” he says. “They’re talking with customers all the time, and they speak the ... contributed by others. Wikis have almost no value as marketing vehicles, but they have one great advantage for businesses that are dipping their toes in the social marketing waters: they’re a great tool...
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Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_8 docx

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_8 docx

... AM Social Marketing to the Business Customer 192“Content feeds the social media beast,” wrote sales automa-tion company Marketo in its Defi nitive Guide to Social Media e-book. “Audit your ... invented.CH0 13. indd 177CH0 13. indd 177 11/27/10 7:15: 43 AM11/27/10 7:15: 43 AM Social Marketing to the Business Customer 182what schools other members liked and what others thought of schools they were considering ... help your customers be more successful. Give to get. The best content creators for a B2B community are the peo-ple who build your products and your customers. Seek out enthusi-asts who want to...
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Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_9 doc

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_9 doc

... 7: 23: 21 AM11/27/10 7: 23: 21 AM Social Marketing to the Business Customer 206Suppose you license e-mail marketing services to customers on a subscription basis. For the past three years, your ... 7:17:24 AM Social Marketing to the Business Customer 210Putting It All TogetherLet’s apply all the factors we’ve described to two social marketing scenarios. First, we’ll compare the ROI of ... just the sales force in the process. To calculate the ROI on social marketing, you need to under-stand every dimension of the customer relationship, beginning with the action that creates the...
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Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_10 pptx

Social Marketing to the Business Customer Listen to Your B2B Market Generate Major Account Leads and Build Client Relationships by Paul Gillin and Eric Schwartzman_10 pptx

... marketing campaignsMarketingCharts, 34 MarketingProfs, 34 MarketingSherpa, 34 , 37 Market intelligence:applications of social media, 15 –17monitoring online conversations, 67– 86Marketo, 34 , ... TweetersNews StandsAloneConversationsare OwnedFigure A.2 Toyota on Twitter.bapp.indd 230 bapp.indd 230 11/27/10 7: 23: 23 AM11/27/10 7: 23: 23 AM Social Marketing to the Business Customer 234 only ... 231 bapp.indd 231 11/27/10 7: 23: 24 AM11/27/10 7: 23: 24 AM Social Marketing to the Business Customer 230 To help companies comply with the new FTC guidelines, the Word of Mouth Marketing Association...
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Social Marketing To The Business Customer_3 pot

Social Marketing To The Business Customer_3 pot

... The language they use to solve problems is rich in the keywords of their fi eld,” he says. “They’re talking with customers all the time, and they speak the lan-guage of the customer. ”Keyword ... successfully in B2B marketing, but not all of them have equal value. Whether or not you choose to play, you should understand where they’re strong and how other B2B marketers are using them. Social ... arizona.” The numbers in the left column are proportionate to Figure 7 .3 Trellian.CH007.indd 92CH007.indd 92 11/27/10 6:51: 13 AM11/27/10 6:51: 13 AM Social Marketing to the Business Customer 116Use...
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Social Marketing To The Business Customer_5 pptx

Social Marketing To The Business Customer_5 pptx

... chance.Today, “It’s entirely possible to build a community to draw those potential leads to you by having the right location, the right mix of tools and the right content to attract the right ... conventional tactics. The focus must be on the buying process rather than the sales cycle. Traditional marketing is push; social marketing is pull. Traditional marketing is message; social marketing is ... 7:12:11 AM 158 Social Marketing to the Business Customer in the $10 billion+ global customer relationship management (CRM) industry compete over who can best manage leads, while B2B publish-ers,...
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Social Marketing To The Business Customer_6 ppt

Social Marketing To The Business Customer_6 ppt

... Social Marketing to the Business Customer 180have access to top offi cials at SAP, which gives them insights others don’t have. SAP uses the input and perspective of the mentors to guide the ... AM Social Marketing to the Business Customer 188cheaper innovation,” Spradlin says. “They want to get products to market before the competition, but they don’t know how to manu-facture them ... AM Social Marketing to the Business Customer 192“Content feeds the social media beast,” wrote sales automa-tion company Marketo in its Defi nitive Guide to Social Media e-book. “Audit your...
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