This deck goes over why a B2B marketing/sales/etc. professional would want to use social media - specifically social media's impact on a company's bottom line. Although there is not immediate ROI, this deck helps explain how social helps facilitate the buying cycle.

1. B2B Social Media?
Last Updated: January 2014

2. Social Media in the B2B Space?
• Social Media is a form of instant communication where
B2B Marketers can connect directly with their customers
and their target audience.
• The ultimate goal of social media is to make new quality
connections. The first step is to join and create
conversations.
• A new channel to create opportunities and pipeline, IF
done correctly.

3. Why Social Media?
• Social media serves as a vehicle to facilitate two-way
conversation between individuals.
• You should be building relationships with others.
• The marketing funnel has changed.

4. Why Social Media?
• Our customers are on
social media.
• It is a free or low-cost
channel in which to
disseminate information
quickly.
• Social media has the
opportunity to reach a
large audience –
especially when things
go “viral.”
Source: eMarketer.com (December 2011)
provided to Aberdeen Group (March 2012)

5. B2B Social Media
• The majority of B2B
companies are using
social media.
•
•
•
•
•
Cisco
IBM
Salesforce.com
Intel
Dell
• Our competitors are on
social media.
Source: eMarketer.com (February 2012)
provided to BtoB Magazine (March
2012)

6. Social Media’s Business Impact
Though there may not
be an immediate ROI
from social, there are
many lingering effects
of social.
• Thought leadership
• Lead Generation
• Sales/Request For
Information
• Reputation
• Brand Awareness

7. B2B Social Media Lead Generation
Source: eMarketer.com (2012) provided
by Chief Marketer (March 2012)

8. Social Media’s Business Impact
Social can help decision
makers and researchers
find information on our
products.
• SEO
• Direct click through rate
(CTR) from corporate
and employee social
media posts.
• Word of Mouth
generated by social.
Source: Social Marketing Forum
2012

9. Social Media’s Business Impact
• Millennials are more reliant on whitepapers, blogs or
webinars to gain information (Social Marketing Forum
2012).
• Although they are not the main decision makers yet,
they will be as their careers progress.
• Millennials are still part of the decision making
process.

10. So Which Channels Should B2B Marketers Use?
• Depends on your
organization.
• What is the company
culture like?
• Work with all different
parts of the company to
decide which social
media platforms to focus
on.
• What are the company’s
main goals?
• What are the main
campaigns the company is
promoting?
Source: eMarketer.com (2012)
provided by The Frantz Group (April
2012)