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The B2B Social Media Book
Cover of The B2B Social Media Book
The B2B Social Media Book
Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More
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Advance your B2B marketing plans with proven social media strategies

Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.

This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.

  • Describes a methodology for generating leads using social media
  • Details how to create content offers that increase conversion rates and drive leads from social media
  • Offers practical advice for incorporating mobile strategies into the marketing mix
  • Provides a step-by-step process for measuring the return on investment of B2B social media strategies

The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.

Advance your B2B marketing plans with proven social media strategies

Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.

This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.

  • Describes a methodology for generating leads using social media
  • Details how to create content offers that increase conversion rates and drive leads from social media
  • Offers practical advice for incorporating mobile strategies into the marketing mix
  • Provides a step-by-step process for measuring the return on investment of B2B social media strategies

The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.

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About the Author-
  • Kipp Bodnar is an Inbound Marketing Strategist at Hubspot, the inbound marketing software leader. He leads HubSpot's inbound marketing content team focusing on top-of-the-funnel lead generation. He is cofounder of SocialMediaB2B.com, the leading online resource for social media's impact on B2B marketing.
Table of Contents-
  • Foreword ANN HANDLEY xi

    Introduction We Didn’t Wake Up One Day and Write ThisBook  xv

    How We Got Here xvi

    This Book Is an Offer xvii

    You Want More Examples? xvii

    What Did We Miss? xviii

    Are You Ready to Go? xviii

    I The Fundamentals of Social Media Lead Generation 1

    1 Why B2B Is Better at Social Media Than B2C 3

    The Marketing Status Quo 3

    What Your Marketing Could Be 4

    Five Reasons B2B Companies Are a Better Fit for Social4

    Media Marketing Than B2C Companies

    When Social Media Isn’t Right for B2B 6

    B2B Social Media as an Annuity 8

    Results Independent of Effort 8

    Annuities Facilitate Scale 9

    Social Media Is Only One Piece 9

    Building a Next-Generation B2B Marketing Team 10

    Storytelling + Data Analysis = Great Social Media Marketer10

    The Perfect B2B Marketing Leader 11

    Three B2B Social Media Steps to Superstardom 11

    2 Five-Step Social Media Lead Generation Process 13

    Step 1: Getting the Basics Right 14

    Step 2: Maximize Content Discovery 17

    Step 3: Create Conversion Ubiquity 21

    Step 4: Test and Fail Fast 22

    Step 5: Optimize for Maximum Lead Flow 25

    Three B2B Social Media Lead Generation Steps to Superstardom27

    3 Yes, Chapter 3 in a Social Media Book Is about Search(It’s That Important!) 29

    Evolution of Search 29

    Context as the Foundation of Search 29

    Four On-Page Optimization Opportunities 30

    Authority Drives Ranking 32

    Three Strategies for Link Building Success 33

    Changing Authority 34

    Social Search and B2B 35

    Unifi ed Keyword Strategy 35

    Rank Is Dead 37

    Search Isn’t Just Google 38

    Three B2B Search Engine Optimization Steps to Superstardom39

    4 How to Close the Loop of Social Media ROI 41

    The Math of ROI 42

    Calculating COCA 42

    Understanding Total Lifetime Value 43

    Social Media Is Good for COCA and TLV 46

    Intent Is Attribution 47

    First- versus Last-Action Attribution 48

    Gathering the Data 49

    Measuring to Superstardom 50

    Integrating Marketing and Sales Databases 50

    It Is Math, Not Hugs 51

    Three B2B Social Media ROI Steps to Superstardom 52

    5 Reach: More Is Always Better 55

    Being Targeted Isn’t Enough 55

    Be Able to Sell Anything 56

    Six Time-Tested Methods for Building Reach 57

    Remarkable and Frequent Content Fuels Reach 58

    Paying for Reach Is Okay 59

    Nearsightedness Kills Great Marketing 61

    Three B2B Social Media Reach Building Steps to Superstardom61

    II Social Media Lead Generation in Action 63

    6 Creating Ebooks and Webinars That Prospects Love 65

    Create Ebooks Everyone Wants 66

    The 10-Step Blueprint to Ebook Awesomeness 67

    Webinars Are Low-Cost Trade Shows 69

    Five Steps for an Engaging Webinar 70

    Marketing with Existing Sales Tools 71

    Storytelling with Video 71

    Three Commandments of B2B Video 72

    To YouTube or Not to YouTube, That Is the Question 73

    Being Interesting Is the New Black 74

    Three B2B Social Media Content Offer Steps to Superstardom74

    7...

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The B2B Social Media Book
Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More
Kipp Bodnar
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