Social networks are an important source of B2B leads. For both marketing and sales. But beware, communicating on Qatar Email List be improvised. You must build and carry out a strategy adapted to your target, your objectives, and your market. How? ‘Or’ What? Let’s see!. n 2007, that was enough to generate results in B2B. We were in the infancy of social media and the competition was weak to non-existent..Today, the game has really become more complex! However, many B2B companies continue to communicate as I did in 2007. To no avail. Perhaps this is your case? Don’t be ashamed, this is the case with the vast majority of B2B companies that I meet.

To remedy this, we decided with Meltwater, Sébastien, and myself, to host a webinar on the subject: “How to communicate well on social networks in B2B and generate leads?” The Webinar for Communicating well on Social Networks in B2B – The Replay: Over 250 B2B companies watched this live webinar, it was really cool. The feedback has been very good, I hope you find this Replay useful! Do you prefer to read? Here is a digest of what we presented in the webinar. Why communicate on social networks in B2B? Let’s be clear: the question is no longer really knowing why to communicate on social networks but rather how to communicate well on social networks!

You have to go further by working on your Persona

For the most skeptical, because I know there are some, here are some arguments that will convince you to integrate social networks into your marketing and sales strategy. The B2B decision-maker uses social networks in his purchase thinking This is undoubtedly the phrase I repeat the most in client meetings, in training, and on this blog: the B2B decision-maker is always more connected and autonomous in his purchase thinking. Let’s put ourselves in his place! (You will see, it’s obvious!) Until a few years ago, say the end of the 2000s, the B2B decision-maker had no choice but to consult your communications. Your catalogs, your Emailings, sales calls… If he had a need, he would give you his full attention.


Now, with the Internet and social media, decision-makers have all the information they need just a click away. Better, he can access it whenever he wants! B2B decision-makers are always more connected. The B2B decision-maker now wishes to conduct his purchasing thinking alone, at his own pace. He no longer accepts to be interrupted in his daily life by communications that he has not requested. This is the main reason why salespeople find it increasingly difficult to prospect. The challenge for you is therefore to do everything to attract the attention of the decision-maker in his purchase reflection. Social networks are essential. To go further, here are the 5 benefits that you can appreciate if you communicate effectively on social networks in B2B.

Good social networks

Social networks allow you to understand the B2B buyer. Social networks allow you to strengthen your brand image. So how do you communicate well on social networks in B2B? Let’s get into the thick of it. The fundamentals for communicating well on social networks in B2B. The objectives. Why do you want to communicate on social networks? Of course, to generate leads and grow your sales. But that, these are not objectives, they are purposes. How many leads do you want to generate? So many clients do you want to sign? How long will it take? Ask yourself these questions and take the time to answer them precisely. This is essential to know what actions you need to take and to what extent.

Working on your objectives is also essential to define performance indicators to follow to analyze the performance of your actions and adjust your strategy. The people. To communicate well on B2B social networks and generate leads, you need to know who you are talking to. I am not talking about the traditional marketing target here. Knowing that you are targeting companies that generate $ 10 million in sales and that operate in a certain field of activity is not enough. It is a question here of defining the criteria which characterize your ideal prospect, the problems which he encounters, the questions which he asks himself in his reflection of purchase, and the way in which he seeks the answers.

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