Trends Report

Driving B2B Demand With Social Media

B2B Marketers Must Focus On The Social Rather Than The Media

May 29th, 2012
JE
Jeff Ernst
With contributors:
Luca Paderni , Matthew Dernoga , David Cooperstein

Summary

When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another outbound channel to push company news and product messages but fail to see its potential as an ecosystem to engage influencers and potential buyers in conversations around big ideas and insights that can have an impact on their businesses. As a result, B2B CMOs have struggled to use social marketing to drive demand. This report describes how to systematize B2B social marketing activities to directly and positively affect the sales funnel.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.