For many b-to-b organizations, social media is no longer "the next big thing" but rather has already helped drive increasing levels of customer engagement and retention, as well as generating awareness among prospects. But according to our research, only 30% of b-to-b organizations are regularly using social media as a tactic to support demand creation programs. Clearly, there is a real need to adopt a best-practices approach to social media marketing from a demand perspective in order to leverage the social channel most effectively without alienating customers and prospects.
In this Webcast archive titled Leveraging Social Media in B-to-B Demand Creation, SiriusDecisions delivers a wealth of information about social media marketing, including:
- The best approach for using social media to seed and nurture demand creation from cold to close
- Avoiding a one-size-fits-all approach that many organizations adopt when using social media tools
- The critical process needed to ensure that social media is not overused as a marketing tactic
- Measurements that are most appropriate to demonstrate the effectiveness of your social media marketing activities