Social marketing to the business customer : listen to your B2B market, generate major account leads, and build client relationships / Paul Gillin, Eric Schwartzman.
Por: Gillin, Paul .
Colaborador(es): Schwartzman, Eric .Tipo de material: TextoEditor: Hoboken, New Jersey : Wiley , ©2011Descripción: xxii, 250 páginas : ilustraciones ; 24 cm.Tipo de contenido: Tipo de medio: Tipo de portador: ISBN: 9780470939734.Tema(s): MERCADEO SOCIAL | MEDIOS DE COMUNICACIÓN DE MASAS -- MERCADEO | MERCADEO -- ASPECTOS SOCIALESClasificación CDD: 658.8
|Tipo de ítem||Ubicación actual||Colección||Signatura||Copia número||Estado||Fecha de vencimiento||Código de barras|
|Libros||Biblioteca General Fundación Área Andina - Bogotá||Colección general||658.8 G4816||1||Disponible||BB000010922|
Incluye referencias bibliográficas e índice.
Social Marketing to the Business customer.-- Contents.-- Foreword.-- Acknowledgments.-- How to Use This Book.-- Preface.-- Part One: Setting the Table.-- Chapter One: The Changing Rules of B2B Marketing.-- Chapter Two: Seven Ways You Can Use Social Media.-- Chapter Three: Winning Buy-In and Resources.-- Chapter Four: Creating a Social Organization.-- Chapter Five: Creating and Enforcing Social Media Policies.-- Part Two: Tools and Tactics.-- Chapter Six: Learning by Listening.-- Chapter Seven: Understanding Search.-- Chapter Eight: Choosing Platforms.-- Chapter Nine: A Non-Techie's Guide to Choosing Platforms. Part Three: Going to MarketChapter Ten: Social Platforms in Use.-- Chapter Eleven: Pick Your Spots: Planning Social Marketing Campaigns.-- Chapter Twelve: Lead Generation.-- Chapter Thirteen: Profiting from Communities.-- Chapter Fourteen: Return on Investment.-- Chapter Fifteen: What's Next for B2B Social Media?.-- Appendix: Elements of a Social Media Policy.-- Notes.-- About the Authors.-- Index.
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. Bet-the-business decisions demand discipline, knowledge, and lots of information.
This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next.
Features plentiful examples, case studies, and best practices
Focuses on the channels that are most effective for B2B marketers
Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books
Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!