20 Support Cases for Using Social Media in B2B Marketing

20 Support Cases for Using Social Media in B2B Marketing
Jamie Lee Wallace - Thu Jun 11, 2009 @ 12:59AM
Comments: 142

The ubiquitous debate over whether or not social media is appropriate for B2B marketing is, frankly, getting to be quite tiresome. Though I will readily acquiesce that application of social media techniques within the B2B realm requires careful attention to a specific set of considerations, the bottom line is that all marketing (whether B2C or B2B) targets Real People. Real People are social. They enjoy conversations and value authentic relationships. Those are what well-executed social media efforts deliver.

I think the question is less about whether social media is appropriate and more about how it is most appropriately used. I wish I could provide accurate attribution to the concept of business-to-consumer vs. B2C or B2B - that's an idea worth pondering. (For more insights, read Chris Brogan's excellent post defining the difference (and similarity) between traditional B2C and B2B.)

There is so much to explore within this topic, but - for today - all I want to do is provide you with an arsenal of links to posts, reports, and videos that document and support the use of social media in B2B. Whether you're an in-house marketing director trying to convince your boss to spend some cash on social media, or a marketer-for-hire trying to convince your clients to dip their toes into the water; you'll find something in this list to bolster your case.

Most importantly, if you know of any great case studies, surveys, special reports, or random success stories involving B2B social media; please leave a comment below with all the details.

Thanks!

SAP Case Study via @JuntaJoe
This case study from Social Media Today outlines how SAP used a social community platform to boost engagement and saw "side effect" benefits in their brand and strategy development.

Forrester Research Report about B2B Buyer Participation in the Social Web @jbernoff
Author Josh Bernoff says it all when he describes the results of the Forrester survey as "startling, to say the least." B2B audiences are not as anti-social as you might think.

Laura Ramos Interview re: B2B Social Media
Laura Ramos (VP and Principle Analyst, Forrester) co-authored the Forrester study noted above. In this interview with Ben Hanna of B2B Online Marketing she provides some additional insights into the report.

B2B Conversion in 10 Social Media Steps @bethharte
Beth Harte of Harte Marketing shares her personal story of learning about, vetting, and ultimately engaging Hubspot - all through social media channels.

Slide Presentation: Social Media for B2B Technology Companies @marketplane
This slide deck from MarketPlane provides a quick overview as well as some nitty-gritty detail and a few concise case studies that support the use of social media in the B2B arena.
On demand Webinar (May take a while to download - patience is key.)

B2B Lead Gen via Social Media @brianjcarroll
Brian Carroll breaks down the 6 social media lead generation steps used by a company profiled in a Marketing Sherpa case study. He also alludes to the personal business success he has experienced through social media participation.

UPS, Social Media, and Radian 6 via @ScottHepburn
A quick overview of how UPS - both a B2C and B2B company - is using social media in their marketing efforts.

Social Media and Regional Business @shelisrael via @ScottHepburn
Shel Israel of Twitterville interviews Mat Saddoris, owner/operator of United Linens, on the subject of that company's use of social media (blogs and twitter).

B2B and Social Media - Not Just Marketing @shelisrael via @ScottHepburn
In this interview with IBM's Adam C. Christensen, Shel Israel drills down to the philosophy behind IBM's social media policies and discovers the internal benefits of using platforms like twitter for global collaboration.

You'd Better Be Where Your Customers Are @TDefren
Todd Defren of Shift Communications makes the simple but insightful point that if your customers are online, you should be too.

Twitter and B2B - It's Real
B2B Magazine posts about how B2B companies are using twitter. Article includes quotes from Jeffrey Hayzlett, CMO of Eastman Kodak Co.; Jon Miller (@jonmiller2), VP-marketing at b-to-b software vendor Marketo (@marketo); and Dan Schawbel, EMC's social media specialist (@danschawbel).

ExecTweets - Twittering from the Big Guns
Visit this site to see a tweetstream dedicated to the 140-character musings of top execs from companies like Intuit, Unilever, Microsoft, NASA, and many more. You can also filter by industry - check the Technology feed.

Social Media for B2B from the Internet Advertising Bureau
A comprehensive (don't miss pages 2 and 3!) overview social media's role in the B2B arena. This article provides a great overview of the various tools, some great how-to tips, and a few brief case studies for additional reference and inspiration.

B2B Social Media Examples: Trucks to Electronics
The team at Social Media B2B provides some interesting case studies. This one is about trucking company Scania, but don't miss the links to additional case studies at the right of the page - more goodies there.

Social Media Tactics for Fast-growth and Start-up B2B Companies
Carabiner Communications offers a paper on how B2B companies can (and should) use B2B. They offer specific ideas on how to execute as well as some integrated case studies.

Motherlode of Social Media Marketing Examples @peterkim via @onedegree
Social marketing expert Peter Kim's wiki provides visitors with a massive list of hundreds of social media examples that can be sorted by industry, company, type of media, etc. Lots of exploring to do!

Behind the Scenes with the "Will it Blend?" Videos
The koroberi team shares a seven minute video interview with Blendtec's George Wright, VP of Marketing, and Kels Goodman, Video Producer. They reference their B2B successes from the wildly successful video campaign around the fourth minute.

First-hand B2B Success with Social Media for Small- to Mid-sized Businesses
Mark Harbeke of Winning Workplaces writes about how his corporate consulting business seen measurable growth as a result of his social media efforts.

Reaching B2B Customers with Chocolate-Covered Bugs
Of course, we have to share one post right from the Savvy archives - an overview of how Grasshopper (formerly Gotvmail) used a unique campaign in combination with social media tools to make a big impression with their entrepreneurial audience.

LinkedIn Group - B2B Social Media @diannahuff
Do you want to get into deeper conversations on the topic of Social Media in B2B Marketing? Hop over to Dianna Huff's LinkedIn group to engage in lively discussions with other marketers in this space.

More posts by Jamie.

Related Posts:

Twitter Do's - I Don't Care If You Feel Lousy Before You've Had Coffee by Wendy Thomas

The Status Quo for Internet Marketing is Constant Change by Kate Headen

Comments: 142

Comments

101. Anonymous   |   Fri Dec 16, 2016 @ 10:40AM

is rather allowed to have milk than water or any other food or drink Donate blood plasma for cash keeps a examine on blood strain.
https://www.youtube.com/watch?v=Nf13il38zN0
Parts of blood plasma It assists the body in attaining the desirable levels of mental alertness.
https://www.youtube.com/watch?v=A3ARfvWeExM

102. Anonymous   |   Wed Dec 21, 2016 @ 03:42AM

probably the most original battery is recharged enormous quantities of instances so regardless of how cold or hot it will get outside.
http://datadollarsproreview.com/smart-solar-box-plan-review

103. Haskett  |  my website   |   Sat Dec 31, 2016 @ 01:26AM

This is wonderful Jamie Lee Wallace . Thank you for sharing this information. http://revaret.com is my site

104. Anonymous   |   Sat Dec 31, 2016 @ 11:06AM

If you happen to purchase kitchen gadgets, you gained’t be equipped to reach your place of business in the morning. In one of these determined drawback.
http://datadollarsproreview.com/ez-battery-reconditioning-program-review

105. Anonymous   |   Sat Dec 31, 2016 @ 07:19PM

This software integrated easy to use methods, normal ways that can systematically decrease infection.
http://theamazingyouprogram.com/the-diabetes-loophole-review

106. nonton streaming  |  my website   |   Mon Jan 02, 2017 @ 07:34AM

good share bro, and keep posting

107. Anonymous   |   Wed Jan 04, 2017 @ 02:15AM

specialist in neurochemistry and brain function you or a loved one Could experience dramatic improvements in your cognitive health.
http://theoxysolutionreview.com/memory-repair-protocol-review

108. Anonymous   |   Wed Jan 04, 2017 @ 09:10AM

shows you an extraordinarily easy technique to generate income You do not have any competitors or any restrictions on what which you can earn.
http://socialhomejobsreview.com

109. Anonymous   |   Wed Jan 04, 2017 @ 06:29PM

The computing device is only a noticed that makes it possible for you to plug in numbers and it carves for you a bit of timber in line with the requisites you want.
http://diysmartsawreview.com

110. Anonymous   |   Thu Jan 05, 2017 @ 01:55PM

es una guía de pérdida de peso para ayudarle a lograr el tamaño deseado del vientre siguiendo pautas sencillas.
http://flatbellyovernightreview.com/vientre-plano-de-la-noche-a-la-manana

111. Anonymous   |   Wed Jan 11, 2017 @ 06:11PM

The efficient Millionaire shows you tips on how to run a enterprise’s facebook web page so that you could make the giant bucks from a number of businesses directly.
http://socialhomejobsreview.strikingly.com

112. Anonymous   |   Thu Jan 26, 2017 @ 09:20AM

The development charts and the step-via-step instructional materials for the best way to use everything. Including all the proven strategies.
http://thememoryrepairprotocolreview.com

113. Anonymous   |   Fri Jan 27, 2017 @ 11:51AM

you can utterly do away with the want for diabetic drugs It offers breakfast recipes food regimen plans.
http://theamazingyouprogram.com/the-diabetes-loophole-review

114. Anonymous   |   Fri Jan 27, 2017 @ 02:46PM

This complement will work in the usual option to protect yourself to curb any of your well being ailments.
http://diabetesdefeatedreview.com/purathrive-organic-liposomal-turmeric-extract-review

115. pizarro   |   Fri Mar 10, 2017 @ 04:26AM

Do you desire to turn into a street workout athlete with great physique and strength, but you have no idea how to get there? Then perhaps it is time you try Bar Brothers – The System, which is ideal for any training enthusiast wishing to get into street workout life.
http://www.fitnesstips-4u.com/bar-brothers-the-system-review-by-an-athlete/

122. Ahgd   |   Tue Apr 18, 2017 @ 12:56PM
124. james  |  my website   |   Tue May 09, 2017 @ 02:07AM

Nice Information. i like your blog. Thanks for sharing

<a href="https://www.zobello.com/mens-clothing/mens-shirts.html">Casual shirts for men online</a>

125. james   |   Tue May 09, 2017 @ 02:09AM
127. RugbyOnlineStream  |  my website   |   Fri May 26, 2017 @ 11:12AM

I simply stumbled upon your weblog and wanted to say that I have really loved browsing your blog posts.. Thanks for share !!!

132. iglod   |   Tue Jun 13, 2017 @ 09:46AM

I would like to add these statistics about public networking use in b2b just to indicate you are right by revealing it is not a issue of whether they are appropriate.
http://flashreviewz.com/letclicks-review/
http://flashreviewz.com/vidello-review/
http://flashreviewz.com/list-building-feedback-review/

133. Jaya Pancing  |  my website   |   Fri Jun 30, 2017 @ 07:26PM
134. Bob Joy  |  my website   |   Fri Jul 28, 2017 @ 03:02PM

I am also glad to be able to come to this site. Certainly a lot of lessons to be learned from all the available discussion. Congratulations. From us ball news - - http://topbola.net/

135. social munda   |   Sun Aug 27, 2017 @ 04:00AM

Social media is great for branding purpose in b2b deals like there are many suppliers where looking for products and if you have social media profile you can cut a deal with them.
https://biketrailssite.wordpress.com/

136. cara memperbesar penis  |  my website   |   Thu Nov 16, 2017 @ 10:21PM

Introduce me blogging indonesia want to visit on your website and read the contents of article useful for me,
if any time please visit our website 

http://simonwatch.net/category/obat-kuat

http://simonwatch.net/cara-memperbesar-penis/cara-membesarkan-alat-vital-pria-dengan-tangan.html

http://bokep.caraterkini.com

137. Michael N  |  my website   |   Sun Dec 03, 2017 @ 05:08AM

Hi there, yes this paragraph is certainly positive and I have in fact determined substantial amount of things from it worrying blogging website creating. thanks
<a href="http://www.currencypips.com/7-figure-cycle-review/">7 FIGURE CYCLE REVIEW</a>

138. SUHAIL P  |  my website   |   Sun Dec 03, 2017 @ 05:08AM

Fantastic! This weblog internet site looks especially like my aged one! That gets on a totally other topic however this possesses almost the exact same site layout together with design. Amazing choice of colors!
http://www.currencypips.com/forex-master-levels-review/

139. Manfaat Daun Sirih  |  my website   |   Wed Dec 13, 2017 @ 01:12AM

The information is very useful once gan many thanks

140. Michael N  |  my website   |   Fri Mar 09, 2018 @ 08:36AM

I understand this internet website provides premium high quality depending product besides consisted of pertinent info
<a href="http://www.currencypips.com/forex-master-method-evolution-review/">
http://www.currencypips.com/forex-master-method-evolution-review/</a>

1 3 Next
powered by Doodlekit™ Free Website Builder