Skip to main content

How Marketers Can Humanize B2B Outreach in 2012


More forward thinking companies that market their business-to-business (B2B) offerings online are using social media as a key ingredient of their marketing mix.

Marketers believe that the more focused B2B networking sites, such as LinkedIn, are an effective way to generate leads -- while more casual social media sites like Facebook, Twitter and YouTube, are helping to reach customers in new ways.

"Leveraging social media for branding and awareness-building can help humanize B2B companies, establish them as thought leaders, and offer new touch-points for connecting with customers and prospects,” said Kimberly Maul, analyst at eMarketer.

Social Media Marketing as a Mainstream Practice

As of May 2011, 89 percent of U.S. based B2B companies were using social media marketing, according to web survey company iTracks. Their survey was conducted among Business Marketing Association members, CMOs and other senior employees overseeing B2B marketing programs.

The majority of survey respondents cite LinkedIn as the top B2B social media site, but others prefer Facebook and Twitter. According to Sagefrog Marketing Group, in summer 2011, 58 percent of U.S. B2B marketers that used social media used LinkedIn, compared to 50 percent for Facebook and 43 percent for Twitter.

While LinkedIn has proven successful for reaching customers and demonstrating thought leadership, B2B marketers are also working to leverage it to attract customers back to their own community sites and forums.

Some have already learned how to connect their online outreach efforts to leads and sales. We can anticipate that those efforts will likely increase in 2012.

The Most Credible People will Influence Buyers Online

"In addition to exposure metrics and engagement, marketers will need to develop strategies and goals with measurement in mind and follow their customers throughout the buying cycle to make that connection," said Maul.

Besides, I believe that savvy marketing executives will more effectively utilize acknowledged internal thought-leader talent to be the credible public-facing spokesperson for companies -- regardless of their rank or job title.

Customers and prospects are more likely to "follow" the authentic employees that they can relate to, not merely the companies or organizations that they represent. That's how you can really make your people-centered marketing strategy more meaningful next year.

Popular posts from this blog

Mobility-as-a-Service Creates Disruptive Travel Options

Building on significant advances in big data, analytics, and the Internet of Things (IoT), more innovative transit service offerings aim to increase public transport ridership and reduce emissions or congestion within metropolitan areas. By providing these services through smartphone apps, the transit services also significantly increase user convenience, providing information on different human mobility offerings -- including public transport, ridesharing, and autonomous vehicles. Mobility-as-a-Service Market Development According to the latest market study by Juniper Research, Mobility-as-a-Service (MaaS) subscribers will generate $53 billion in revenue for MaaS platform providers by 2027 -- that's rising from $5.3 billion in 2021. Let's start with a basic definition. MaaS is the provision of multi-modal end-to-end travel services through single platforms, by which users can determine an optimal route and price. The study identified a monthly subscription model as key to incr

Robocall Mitigation Solutions to Halt Criminal Threats

If you answer the phone and hear a recorded message instead of a live person, it's likely a robocall. A robocall is a phone call that uses a computerized autodialer to deliver a pre-recorded message. In 2020, the U.S. Federal Trade Commission (FTC) received 2.8 million consumer complaints about robocalls. Offering solutions to robocalling and associated fraudulent business practices, computerized mitigation platforms are an integral part of the solution. Platforms that are focused on actionable systems to disrupt unsolicited and potentially criminal phone calls help telecom service providers and industry regulators. Issues of whether one-size-fits-all developments are sufficient to be effective across the spectrum need to be addressed, and whether a single telecom network operator working unilaterally with a third-party platform could compromise desired or mandatory industry-wide standards. Robocall Mitigation Market Development According to the latest worldwide market study by Jun

Why a Distributed Workforce will Raise Productivity

While most senior executives at progressive organizations have already evolved their human resource policies to accommodate employee desire for flexible working models, others still resist change. Unfortunately, many of the laggards are now experiencing the "Great Resignation" phenomenon. The global pandemic required business leaders to rethink when, where, and how their knowledge workers and front-line employees perform their work. Yet even with the ongoing pandemic recovery slowly underway, some organizations are still trying to determine their workforce approach. According to the latest worldwide market study and recent survey data from International Data Corporation (IDC), stability and geography will likely define the balance of future work strategies. Distributed Workforce Market Development On a global basis, physical office sites are expected to be the dominant location for work as legacy organizations eventually find themselves in a more stable environment. However,