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The Definitive Guide to B2B Social Media
A Marketo Workbook
www.marketo.com
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Contents
Why Should I Read The Definitive Guide to B2B Social Media?
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Part One
What is Social Media and Why Does My Business Need It?
Why Social Media for B2B? Choosing Your Social Media Identity Social Sharing Social Validation Advertising in Social Media Inbound Marketing 04 05 06 07 08 09 10
Social Networks Facebook LinkedIn Online Video Presentation and Document Sharing Widgets Bookmarking Photo Sharing Podcasting Social CRM CHECKLIST – Pitfalls to Avoid in Social Media Marketing
23 23 25 27 28 29 30 31 32 33 34
Part Two Laying the Foundation
CHECKLIST – Is Your Company Ready for Social Media? ACTION ITEMS – Developing a B2B Social Media Plan and Social Media Policy WORKSHEET – Your B2B Social Media Plan Social Media Policy
Part Four
11 12 13 14 16
Incorporating Social Media at Every Stage of the Revenue Cycle
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Developing Early Stage Leads Before They Enter Your Database (“Seed Nurturing”) 36 Building Relationships with Known Prospects (“Lead Nurturing”) 37 Supporting the Sales Cycle (“Opportunity Nurturing”) 39 Deepening Relationships with Existing Customers (“Customer Nurturing”) 40
Part Three B2B Social Media Tactics and Metrics
Social Media Tactics for Every B2B Marketer Blog Commenting Microblogging
Part Five
17 18 19 20 21
The ROI of Social Media
The Challenges of Measuring Social Media Focusing on the Business ROI Conclusion Contact and Acknowledgements
41 43 44 45 46.
© 2010 Marketo, Inc. All rights reserved.
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Why Should I Read The Definitive Guide to B2B Social Media?
Why this is important
Social media is here to stay. And, while consumer marketers may have taken the lead in harnessing its power, B2B companies can no longer afford to ignore it. As discussed in The Definitive Guide to Lead Nurturing, B2B buyers are spending a
