Kipp Bodnar - The B2B social media book: become a marketing superstar by generating leads with blogging, LinkedIn, Twitter, Facebook, email, and more
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About the Authors
Kipp Bodnar, Inbound Marketing Strategist, HubSpot
Kipp Bodnar is Inbound Marketing Strategist at HubSpot, the inbound marketing software leader that provides integrated tools for marketers to generate and manage leads online. Kipp leads a team of marketers who guide and execute HubSpots inbound marketing content strategy. This includes creating content for Blog.HubSpot.com , webinars, ebooks, social media, and other channels to help educate marketers and generate leads.
Kipp is an experienced social media marketer who cofounded SocialMediaB2B.com , the leading online resource for social medias impact on B2B marketing. He also writes on his personal blog DigitalCapitalism.com , as well as guest postings on other leading marketing blogs.
He lives in Boston with his loving wife, two hyperactive beagles, and good rye whiskey that serves as antifreeze for the long New England winters.
Jeffrey L. Cohen, Social Strategist, Radian6
Jeffrey L. Cohen is a Social Strategist at Radian6, a Salesforce.com company. Radian6s social media monitoring software helps businesses listen, discover, measure, and engage in conversations across the social web. Jeff works with enterprise companies to help assess their social media strategy and adoption, and advises them on how social media marketing, communications, and engagement can help them meet their business objectives.
With more than 20 years experience, Jeff has provided strategic marketing counsel to B2B and B2C companies on both the client and agency sides. Jeff is also Managing Editor and cofounder of SocialMediaB2B.com , the leading online resource for social medias impact on B2B marketing.
He lives in Durham, North Carolina, with his two kids and overlooking a wooded backyard.
Acknowledgments
Writing a book is tough. It is easy to say that youre going to write a book, but a different story to actually pour 60,000 words out of your mind. We did it. However, this book would never have happened without the support, guidance, and inspiration of others.
First and foremost, we would like to thank our families, who tolerated the lonely and grinding process of writing a book. Without them it would never have gotten past being an idea.
Kipp would personally like to thank: His wife, Tera, for her unwavering support, love, and keen editing eye; the Hickle and Bodnar families, for their love and encouragement; Corey Strimer, for his friendship and consistently wise advice; and all of the brilliant marketers he works with at HubSpot, especially Mike Volpe and Jeanne Hopkins, for being great marketers and remarkable leaders. In addition, a huge thank you goes to Dan Zarrella, who encouraged this project from the beginning. Thanks and gratitude go to the original inbound marketers and HubSpot cofounders Brian Halligan and Dharmesh Shah for assembling the best team of marketers in the world.
Jeff would personally like to thank: Stephanie Styons, for supporting my social media ideas; David B. Thomas, for his support and friendship; Malia Ott, for providing me opportunity and connections; Kathy Bushman, for listening to me on long plane rides; SocialMediaB2B.com contributing writers Adam Holden-Bache and Karlie Justus, who always seemed to write a blog post when I needed it most; all of our guest writers, including Amanda OBrien and Umberto Milletti; everyone who ever read a post, commented, retweeted, liked, posted to LinkedIn, shared via e-mail, or plussed what we wrote. And to everyone who ever made me feel like an Internet celebrity by telling me how much they liked our site and appreciated all of our content.
Over the course of our adventure in business-to-business (B2B) social media we have learned from and been inspired by a countless number of bright minds. We take a second to thank some of them: Ann Handley, Jason Falls, Wayne Sutton, Jim Tobin, Ryan Boyles, Tim Washer, Kyle Flaherty, and the dynamo that is Shannon Vargo and her team at John Wiley & Sons, Inc.
A huge thanks to Allison Satterfield of Studio You for her amazing photography skills.
Last, but not least, we thank you, the B2B marketer. You are changing the future of marketing and business! This book exists only because of your inspiration and brilliance.
Chapter 1
Why B2B Is Better at Social Media Than B2C
Be a marketing superstar. It isnt any more difficult than being ordinary. As a business-to-business (B2B) marketer, you are a core contributor to the growth and success of your company. It is your hard work, balancing the demands of generating quality leads on a limited budget that helps fuel the sales team. Unfortunately, this hard work and diligence often goes underappreciated.
Seventy-three percent of chief executive officers (CEOs) believe marketers are not able to demonstrate how their strategies and campaigns help increase their organizations top line in terms of more customer demand, sales, prospects, conversions, and market share. This is according to the 2011 Global Marketing Effectiveness Program by Fournaise Marketing Group.
End this false perception today!
B2B social media marketing is a new set of marketing tools that integrates with existing marketing strategies to help you work smarter instead of harder. When done well, social media marketing can reduce marketing expense, increase lead volume, and provide a clear and measurable return on investment for your marketing dollars. Dont fall victim to the marketing status quo.
The Marketing Status Quo
For decades, B2B marketers would start the year off with a marketing budget and then divide it among print publications, industry trade shows, and some direct mail campaigns. This process involved renting attention from someone else. Renting is expensive.
B2B marketing of the past has been about writing checks for fun ideas and interrupting potential customers with cold calling or direct mail. Enough is enough.
Todays marketing should be about delivering measurable results for the business.
B2B marketing is at a crossroads. You, the marketer, now stand in the face of the most empowering moment of your career. It doesnt matter if you are the chief marketing officer (CMO) or if you have just started your first job in marketing. This is your opportunity to be great at the career you love. Let business-to-consumer (B2C) marketers worry about coming up with the cute mascots.
What Your Marketing Could Be
Marketing greatness is at your fingertips. Open your hand and grab it. Tomorrow is a day in which B2B marketing attracts the best and brightest minds in business. Social media has ushered in a new tool set that complements the skills of B2B marketers more closely than any marketing innovation ever. This book will empower you with the social media tactics, keen content creation insights, data analysis, and reporting methods that will take you to a level of B2B marketing that few CEOs could even imagine.
B2B companies are better suited for social media marketing than B2C companies.
Stop. Go back. Read the last sentence again. It is true.
In the initial adoption of social media marketing, an unfortunate phenomenon happened. It become widely accepted that social media marketing was applicable only to B2C companies. This stereotype ignores five key ways in which social media marketing is better suited for B2B companies. If your boss questions why your B2B company should be using social media for marketing, simply share these five reasons with him or her.
Five Reasons B2B Companies Are a Better Fit for Social Media Marketing Than B2C Companies
Clear Understanding of Customers Even more so than B2C marketers, B2B marketers are closely tuned to the behavior, habits, and desires of their prospects and customers. B2B marketers go far past demographic data. As a B2B marketing superstar, you have clear and detailed personas for every prospect you are working to reach. Having this level of familiarity and clarity is a major advantage in social media marketing.
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