B2B companies have been utilizing social media in a variety of ways for several years now. I’m no longer hearing B2B marketing and communications people say “should we be using social?”. Today what I’m hearing is “how can we apply a strategy to what we’ve put in place? How can we show that our social media efforts are helping sales and the bottom line?” It is with that bottom line orientation that we started work on an evolved approach to leveraging social media for B2B companies at Ogilvy and within our technology PR practice specially.
Today we launched a new offering called Digital Influence for B2B. Check out our launch announcement. We aren’t new to using social media in B2B environments. What we are saying is that there is ample data and experience now to evolve our thinking and tighten our approach. Specifically:
The B2B buyer journey is starting earlier with prospects utilizing organic search, content and comments of others to influence their consideration lists. (often without the knowledge or help of sales teams). IDG has great customer engagement research that shows just how many pieces of content a prospect wants to consume before they’re ready to talk to sales.
Digital influence for B2B companies ought to be aimed at driving awareness, sales consideration and conversion and therefore requires an integrated team of specialists in B2B communications, social media and sales enablement.
B2B organizations should be encouraging their employees and ecosystems to engage in social media. B2B decision makers say colleagues are a top source for information influencing purchase decision-making (Forrester) yet many B2B organizations are slow to develop advocacy programs in social media to share the opinions of employees, customers and partners
There’s tremendous opportunity for B2B marketers and communicators (including Tech PR professionals) to consider the ways they can help optimize social media in the B2B environment. Our POV is simply to keep things anchored in the buyer journey and think cross discipline. The collaboration across marketing, sales, and PR has never been more important or valuable.
Enterprise technology PR professionals, stop your whining and start your engines. So you think the media and blogging worlds are only interested in your brand story if it is centered around a CE gadget running on 3G, delivering cloud applications and fueled by solar cells. Not so!
The b2b tech PR community breathed a palpable sigh of relief this morning (over coffee) in seeing William M. Bulkeley’s half page WSJ print (yes that medium) story on Cutting Tech’s Energy Bill; Computer Makers See Profits in Retooling Clients’ Data Centers.
Just what should we take from this? A perfect storm of questions more business journalists should be asking like:
a. Where is enterprise IT growth coming from? Data centers, Virtualization, Storage – you betcha, and more.
b. How is the corporate world impacted by energy costs and how will pain on the bottom line drive adoption of power-savings technologies?
c. Should more corporations be publicly reporting on their plans to curb electricity consumption?
Clearly, interest in speaking to ‘green for dollars-sake’ has not ebbed. As b2b tech PR professionals, it’s our job more than ever to think broadly about the constituencies who have an interest in these issues. Listen to them and engage with them as appropriate.
What do you see as the great untold b2b stories today? What companies are doing a good job in your view of making their enterprise technology stories relevant to broader social, environmental and economic trends? We want to hear from you!
Disclaimer: Ogilvy advertising works with IBM.
David Carlson: Social Media and Traditional PR