March 13th, 2009 by Arie
Original Article by David Nelles
Even for companies in B2C area, it’s quite evident that social media serves as a very efficient communication channel in the area of marketing and company’s communication. However, what about the use of social media in the area of B2B? Does a digital and interactive dialog with decision-makers i.e. buyers in user generated media make any sense at all? In regard to this question, Forrester published a survey with quite astounding results. Josh Bernoff described one particular result as followed:
91% of these technology decision-makers were Spectators — the highest number I’ve ever seen in a Social Technographics Profile. This means you can count on the fact that your buyers are reading blogs, watching user generated videos, and participating in other social media. Note that 69% of them said they were using this technology for business purposes.
Why should the communication behavior of private consumers change? Even buyers in companies use user generated channels just like private persons. Sure, the results of Forrester’s survey are referring only to buyers’ behavior from technological sector, but these findings are actually also a good indicator for the global development. A successful and modern B2B marketing should be able to adjust to the shift of media use. But, how should marketers act in B2B area? Just like in every starting process of social media strategy, a detailed market analysis is also needed in B2B:
• Conducting research to understand more about a prospect’s or client’s “buying desires.”
• Finding decision makers for certain products and services.
• Extracting names from a given community for lead generation.
• Getting answers to questions, reaching out to other experts.
• Finding joint-venture marketing partners and creating various “cooperative opportunities.”
Such analysis of target group, multipliers and brands relevant themes can only be the first step to take for the B2B marketers in social media. Besides consumer insights, a well founded Netnographic can also show the way into the relevant communities. Why shouldn’t companies use it? It is certainly advisable for companies to get into direct dialog in user generated platforms with their respective target company i.e. with the person in charge.
For example, it would offer the possibility for a wood processing manufacturer to be active in a carpenter forum. At the same time, it’s not about switching on banners, but foremost it’s about getting into direct dialog with carpenters about daily requirements of wood processing etc. With such dialog, the company can also manage their existing customers in the sense of digital CRM in respective platforms. In the end, a B2B company must implement their brands in user generated platforms to get into dialog with target group. Just like in B2C, such action would convey the brand image and awareness of buyers in respective company. Thus, the improvement of the two mentioned parameters could lead to a sustainable customer loyalty as well as new customers.
Besides the improvement of brand image and awareness, could a good B2B strategy in the area of user generated media actually boost innovation leadership of the company in the respective segment? Well, e.g. A blog – in which employees can classify branch news, comment and even describe the market development and trends – could actually provide strategic benefit for the company. Let us assume, that the results of Forrester survey in regards to the use of social media for company’s buying decisions in the technological area also meet the requirements of other branches, then a corporate weblog, podcast or video channel can be the perfect channel to underline the innovation leadership. Eventually, an image as innovation leader can leave traceable impacts on buying decisions of other companies.
It’s quite obvious that marketing in social media doesn’t exclusively apply only to B2C marketing. Even buyers in companies are increasingly using user generated media to inform themselves before making buying decisions. U.S companies such as Intel, Chevron and Millerwelds show, how it could work, and as shown by the case of Westaflex, German companies are also active in this matter. This development evidently shows that in the area of B2B marketing social media is already being used. Hence, the area of user generated media belongs as well to a fixed part of marketing mix for B2B marketing area. Justin Hitt is right, as he says:
Social media is something I added to my existing mix, in some ways it does it better (saving time, money, resources).
