The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical.
PRAISE FOR
SOCIAL MARKETING to theBUSINESS CUSTOMER
"This is the book I was too lazy to write. Gillin and Schwartzman have broken the code to how to approach B2B marketing with social media."
--CHRIS BROGAN, President, Human Business Works, and coauthor of Trust Agents
"Gillin and Schwartzman not only dispel the myth that social media is limited to B2C marketing, they demonstrate how business customers are redefining the boundaries for influence, decision-making, and lead generation."
--BRIAN SOLIS, author of Engage! and BrianSolis.com
"While most of the social media hoopla to date has been in the consumer space, social media will have an even larger impact on B2B companies seeking to build deep, long-term relationships with their customers.This book is extremely timely as a guide on how to do just that. If you're in the B2B space and looking to grow your business, this is the book for you."
--LARRY WEBER, Chairman, W2 Group, and founder, Weber Shandwick Worldwide
"In the old days, the B2B marketer's sole job was to generate leads and hand them over to salespeople to nurture and close. No longer. Buyers evaluate your offerings continually on the Web, and if you're not engaging through social networks, your company is at a tremendous disadvantage. Paul and Eric show you how the most successful B2B companies reach buyers via social marketing."
--DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing & PR and Real-Time Marketing & PR
"If your company is still blocking access to social networking sites or considering them as a 'productivity drain,' think twice! For many B2B companies,it is THE new way to engage with customers, communicate with suppliers, and generate leads. A solid social media presence is the only way to open and humanize your business and master crisis communication. This books shows you with very practical examples that there is no good reason not to use social media."
--MATTHIAS LÜFKENS, Social Media Architect, World Economic Forum
"If you want truly expert advice on selling the value of social media to the CFO of a B2B concern, stop everything and READ THIS BOOK."
--MARK STORY, New Media Director, U.S. Securities and Exchange Commission
