16 of 18 people found the following review helpful
- Published on Amazon.com
I took a chance on this book, going against my better judgment. I usually never buy a book with only glowing reviews. So hopefully, this objective review will help some avoid the same mistake.
I bought this book because of Jon Yoffie's review. Read that review. It's informative. But don't buy the book.
And the bit on calulating ROI is bogus. Here it is. Lifetime Customer Value MINUS Cost of acquiring a customer EQUALS: ROI.
There's a whole lot more to calulating marketing ROI than that. Cost per lead, Cost per sale, etc. Look at any good direct marketing book for that.
The main problem with this book it is vague and general. It seems to be written more for corporate types. So if you are an entrepreneur or small business owner I would definitely skip it.
You don't need a book to tell you to use content to drive traffic to your site.
Also, I usually never comment on production values...but this is a hard cover book. Nice on the outside. Ashame that the publisher was so cheap with the paper quality and print on the inside of the book.
I'm returning this one.
15 of 17 people found the following review helpful
Jon Yoffie, Principal, Domino Theory: Smarter Business Communications
- Published on Amazon.com
Prior to launching Domino Theory: Smarter Business Communications, I spent 10 years in B2B marketing publishing trade media (and 15+ in consumer marketing and media before that). Long before anyone had heard of social networks, inbound marketing, or social marketing many of my days were spent convincing marketers that their advertising dollars were best spent reaching the audiences we delivered. Year after year, because we had the leading media brands in our space, these marketers were generally in agreement that our magazines, web sites, newsletters, and conferences were the right places to promote their messages and products.
In 2008 things started to change. In October, when the markets crashed, ad spending all but stopped. As the markets found their equilibrium, we business publishers found ourselves in a new world. Ad dollars were not returning to the market. As we probed and did research, we found that dollars once dedicated to ad spending were being spent instead on web development and other marketing efforts that did not require our media partnership.
During the next couple of years it became increasingly clear that while manufacturers told us they value our trade magazines, web sites, newsletters, etc., they were finding that their businesses continued to thrive despite their reduced ad spend. What had changed?
What had changed was that manufacturers had found that through their email marketing and web initiatives they were able to create their own communication channels. Where they previously needed trade media to deliver eyeballs, they were now able to generate an audience on their own. Fast-forward to 2012 and this trend is still accelerating.
The B2B Social Media Book<----->Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, E-Mail and More by Kipp Bodnar and Jeffrey L. Cohen is the best resource I've found to date for B2B marketers looking to leverage the changing media/marketing landscape. When Bodnar responded to a tweet I posted about the book asking if I'd write a review, I figured, why not?
The thesis of the book is simple, social networks, search engine optimization, e-mail marketing, and specific web site tactics, when applied properly and scientifically, have created an opportunity for B2B marketers to shift the cost of marketing from an expense to an asset. Because these marketing messages are no longer fleeting advertisements in an environment created and owned by others, Bodnar and Cohen make a compelling case that marketing becomes an annuity that continues to pay dividends long after the effort has been executed.
The general concept is one espoused by Bodnar's employer, Hubspot, called Inbound Marketing. The concept is to be a resource when your customers are looking for information and nurture them along in their education and decision process. In dong so, your company is able to successfully position itself as the solution the buyer was looking for in the first place. It's a quite a bit more more complicated, but you get the idea.
The mindset that Bodnar and Cohen espouse is that once marketers shift from thinking about generating leads, counting Facebook Likes, etc., and think about driving profit, the game changes. Marketers are now able to track customers from initial contact through the sale and beyond. Bodnar and Cohen show not only what to do, but why you should be dong it and how it's going to impact your career.
If You Can't Count It, Why Do It?
While this is hardly the first book to talk about using social networks as a marketing tool, Bodnar and Cohen take the important step of adding quantification. This is the piece that is most compelling to me. I've always believed the mantra that, "If you can't count it, why do it?" As marketing moves from the mystical to the scientific, The B2B Social Marketing Book offers a great road map.
The key piece to quantification is the formula the book provides that shows how to calculate true ROI of the marketing programs you put in place. By being able to demonstrate true ROI, marketing value increases dramatically.
Parts of the book covering content creation, blogging, use of social networks, etc., have been written about ad nauseam, but having everything one resource makes it easy to grab one reference whenever a question arises. However, there are good tips on leveraging social media at trade shows and removing internal roadblocks to marketing success that should be helpful to most marketers.
One word of warning, both Bodnar and Cohen work for companies that would like to sell you marketing services (Hubspot and Radian6 respectively). The book dovetails nicely with their companies' offerings, as it probably should, but there are more references to Hubspot's services than one might expect in a typical business reference.
For my part, I'm a big believer in the concepts put forth in the book and use many of them to assist my clients. The ability to quantify your marketing efforts is a game changer and I'm convinced all businesses will end up on this path eventually. If you're exploring how to move your company this direction or have already begun the migration, The B2B Social Media Book belongs on your desk.
Jon Yoffie, Principal
Domino Theory: Smarter Business Communications
6 of 6 people found the following review helpful
James A. Turner
- Published on Amazon.com
I've been waiting for a book like this for quite some time. Most social media books focus on the B2C aspect, but this is the first book I've come across that focuses on B2B. Also, I was glad to see that the authors included Email marketing in their mix of social media tools. Email marketing gets overlooked but it's one of the better (and most underutilized) secret weapons.
I also found the information on blogging quite helpful. The book kind of demystifies the whole blogging world and gives some good tips on how to use blogs for business.
I wish this book came out a while ago, but it was worth the wait. If you're looking for good tips written by guys who have the experience to back it up, I'd recommend this book. For me, it was just what a B2B person needed.
2 of 2 people found the following review helpful
- Published on Amazon.com
The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More
VP of Marketing, CEO, Sales VP, Business Owner...STOP WHAT YOU ARE DOING.....it isn't working any more. Cold Calls!!:(, email blasts, trade show attendance and everything you learned about selling/marketing and customer acquisition has changed, and it's for the better. These guys get it, Bodnar and Cohen put a step by step road map to cutting sales cost, condensing the sales cycle and generating leads via blogging ,Linkedin, Twitter, Facebook, email and more. Do not be the last person in your industry to read this book. Chapter 15, "10 B2B Social Media Roadblocks" is worth the price of book by itself, "legal wants full approval -of everything"' sound familiar. Find ways to make this roadblock work for you in Chapter 15, pg 185.
1 of 1 people found the following review helpful
- Published on Amazon.com
Let's get one thing straight, insist Kipp Bodnar and Jeffrey L. Cohen in 'The B2B Social Media Book,' social media marketing works just as well for B2B as it does for B2C -- and you can measure the results in dollars.
"Social media marketing," they write, "is not about generating buzz, creating content that goes viral, gaining positive mindshare, or using any other fluffy metric. Marketing's job is to contribute to revenue generation, not be a cost center for superficial activities with no clear return on investment."
"If you are not driving revenue, or leads as their proxy, it is difficult to measure the return," they note. "That's why lead generation is the cornerstone of this book."
The strong points of 'The B2B Social Media Book' are its chapter-by-chapter guides to establishing a B2B marketing program using your blog, LinkedIn and Facebook company pages, and Twitter. The authors provide tips for 'socializing' email marketing and present excellent ideas for making the trade show experience more social. Each chapter concludes with a three-step To-Do list to operationalize your program, along with key lessons and case studies from industry practitioners.
Bodnar and Cohen do a deep dive on content creation -- from blog posts to ebooks, webinars, B2B videos, and virtual conferences -- and discuss issues such as buying leads. There's a chapter on mobile, though it's more about optimizing existing content for mobile rather than actual mobile marketing or a robust discussion of apps and how to create an effective one for B2B marketing.
The book stumbles a bit whenever the authors try to tie in the hype of the subtitle about becoming 'a marketing superstar' and in sections on establishing a social media marketing program within a corporate hierarchy. These sections are far too short to do the topic justice and the recommendations suffer from a basic lack of expertise in the corporate arena.
The quality of their concepts, strategies, guidance, and tactics for B2B marketing on social platforms is so solid, the hyperbole is unnecessary. Ignore these final filler chapters and use 'The B2B Social Media Book' as a finely detailed road map for B2B marketers who want to start using social media right now to generate valuable leads and turn them into customers.