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The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More Hardcover – Jan 24 2012
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From the Back Cover
Be the best! Drive revenue with proven B2B social media strategies
With social media, it has never been easier to uncover opportunities, engage in conversations, discover new information from trusted sources, and forge new relationships. Kipp Bodnar and Jeffrey L. Cohen, business bloggers, speakers, and marketing thought leaders, unveil the secrets of generating B2B leads using social media. Revenue is the only metric you need to become the superstar of your company and get buy-in from the C-suite. The B2B Social Media Book will teach you how to:
- Build your own social media lead-generation strategy, based on a simple five-step methodology
- Create content for all parts of the B2B social media lead-generation process, from ebooks that rock to tweets that drive traffic
- Connect offline lead-generation methods, such as trade shows, with social media tools to amplify lead-generation results
- Overcome roadblocks that derail your B2B social media strategies and tactics
Through examples and case studies, along-side proven methodologies, The B2B Social Media Book gives you the knowledge and tools you need. Connect with customers, increase online leads, and establish a new way of marketing that will make you a marketing superstar.
About the Author
Kipp Bodnar is an Inbound Marketing Strategist at Hubspot, the inbound marketing software leader. He leads HubSpot's inbound marketing content team focusing on top-of-the-funnel lead generation. He is cofounder of SocialMediaB2B.com, the leading online resource for social media's impact on B2B marketing.
Jeffrey L. Cohen is a Social Strategist at Radian6, a salesforce.com company. With more than twenty years' marketing experience, Jeff has provided strategic counsel to B2B companies of all sizes. Jeff is cofounder and Managing Editor of SocialMediaB2B.com.
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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
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.
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.
The book, in my opinion, qualifies academically as a supplementary reading for undergraduate level programs based on the following:
1) The authors provide a broad perspective of how a sorely neglected B2B domain can benefit from social media.
2) The “how-to” approach and helpful tips provides undergraduate students with a useful hands-on tutorial.
3) Both authors have exceptional expertise in marketing automation and inbound marketing.
4) Unlike many other books that scatter their functional perspectives across many marketing objectives, this one is focused and organized around B2B lead generation.
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