Panel Discussion: Does B2B Social Media Marketing Work?

 

Panel: Does B2B Social Media Marketing work?

Learn how to avoid falling victim to the hype and succeed

There has been a lot of hype around social media. And while there is ample evidence that it works for business-to-consumer (B2C) marketing, does it work for business-to-business (B2B)?

B2B sales cycles are often longer and more complex than B2C ones, and the price point is usually higher.

  • So do B2B prospects & customers really care about Facebook, Twitter, blogs or branded communities?
  • Is it worth investing your resources, e.g. time, money, and people in social media marketing? Or could you get a bigger bang for the buck otherwise?

During this panel discussion, five Silicon Valley social media professionals will answer these and YOUR questions, sharing what has worked for them and what to avoid. Come with your most pressing questions or post them ahead of time in this group, on our Facebook page, or send them in via Twitter @SVForumMktgSIG.

Don’t miss this session if you want to be able to make an educated decision about integrating, or not integrating, social media into your company’s B2B marketing strategy.

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About the Panel:

Panel Moderator

Natascha Thomson, MarketingXLerator:

Natascha is the Owner & Founder of MarketingXLerator, a B2B Social Media Marketing Consultancy and the co-author of the book 42 Rules for B2B Social Media Marketing. She has over 15 years experience in B2B marketing, and holds two master’s degrees. LinkedIn @NaThomson

Panelists

Audrey Stevenson, SAP:

Audrey is a Sr. Editor and Community Manager at SAP Community Network (SCN). As part of the core team that recently launched game mechanics in the community, Audrey helped to more than double the activity and engagement on the site in just the first month. @Oddss

 

Sudha Jamthe, eBay:

Sudha is Social Media Strategist at eBay and currently part of an exciting social commerce initiative. She is always hungry to lead metrics driven decisions and to build internal and external teams and partnerships. @SuJamthe

Dev Crews, Luminesa:

Devon Crews leads Marketing, Operations & Community Development for the Citrix Accelerator, which invests in startups to create mobile, cloud & collaboration technologies & solutions.  Dev has helped design & launch innovative products, integrate technologies, build popular brands & maximize new biz opportunities. @DevCrews


Christopher Kidd, Hitachi Data Systems:

Chris works at Hitachi Data Systems in Channel Marketing Communications, specifically promotions and social media.  He is an expert in instructional and promotional video creation and has extended experience with social media marketing and branding. @ChrisKiddHDS

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Thanks to our sponsors Moss Adams LLP and Nixon Peabody for their generous support, to Citrix Startup Accelerator for being the facilities host, and to Accenture as the food sponsor.

REMINDER: If you are not a current SVForum Member, admission will cost $20. You can pay in advance at REGISTER NOW or become a member for $145 and we'll waive $20 admission. Membership allows you FREE entry into ALL SIG meetings and discounts for other SVForum events. Join at www.svforum.org/join.

Location:

Citrix Startup Accelerator

4555 Great American Parkway, 3rd Floor
Santa Clara, CA 95054

Details on how to find the location!

Agenda:
6:30 - 7:00 p.m. Registration / Networking / Refreshments (Pizza & drinks)
7:00 - 7:15 p.m. Announcements and Introductions
7:15 - 8:15 p.m. Presentation and Discussion

8:15 - 8:45 p.m. Wrap-up / Networking

Cost:
$20 at the door for non-SVForum members
No charge for SVForum members

Security requires all to pre-register. Please do it here. Thanks.

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Join or login to comment.

  • Chris T.

    I would recommend a session on just Social Commerce...specifically driving revenue via social media marketing and doing what's possible to measure ROI. As Sudha pointed out, the "social media marketing" topic covers social listening, publishing, social commerce, and customer service. That's a lot for an hour. Each I'm sure could support an event of their own to get expert perspective, real experiences, discussion of tools, and so on. From comments below, many are focused on this. I would love to see a presentation at the beginning to educate us then lead into a panel discussion. And since I'm a small business, it would be great to have a small business perspective within that.

    All that said, the panelists last night were truly excellent. I was very impressed with Natascha's moderating because she was extremely knowledgable and didn't hold back if she disagreed. Kudos for the whole evening. It was my first one and I greatly enjoyed it. Looking forward to the next one.

    2 · August 13, 2013

    • Natascha T.

      Chris, thanks for your kind words and your candid feedback. I think it would be wrong to deny that ROI is not important. One reason we did not address it in depth, I think, is that the group of people you saw on the panel has discussed many of these topics in depth and we are all a bit burned out on "metrics" and "ROI" :-). Nevertheless, things keep evolving and I will make it my goal to put together such a panel or presentation as you suggest for 2014. Maybe you want to be a part of it or provide more input? I hope you'll attend.

      2 · August 14, 2013

    • Chris T.

      I'd certainly be interested in participating in some way. Just let me know. I am with a small company and drive our SMM efforts. We're also launching an application for marketplace sellers (eBay, Amazon, Etsy) to create, grow, and measure their social media marketing efforts. So it's a topic of significant interest to me. Just let me know how I might help.

      August 15, 2013

  • John D

    I don't know if I'm the only one who came away with the following thoughts: 1. Panel knew what they were talking about and Why Social Media Marketing should be used from a customer service and PR point of View (which I felt was a given for B2B and B2C). 2. I don't feel the topic Does B2B Social Media Marketing Work? was truly answered. I didn't hear statistics or studies of it working on any measurements, I kept hearing "depends on what you measure" Revenue and growth are the measurements most companies are judged by and I didn't hear how this is happening. I kept hearing people are going to be doing it no matter what so you should be there. My question to that is are my Key customers and influencers there and why haven't I already been in contact with them already through traditional phone, email, and face2face. I believe in social media, I want to leverage it for revenue and growth. Any Final Thoughts?

    2 · August 13, 2013

    • Natascha T.

      To add one more thing here, I agree with Audrey...while we want to measure as much as we can, maybe you can come up with metrics that are more realistic. There is the Net Promoter Score, surveys and other ways to get anecdotal or customer satisfaction evidence. We all want to have repeat customers, so just selling once is not the ticket for most companies. Satisfaction is high and social media closes the loop where marketing used to send (and sales, as many sales people don't care once the deal is closed). Social media is a continuous feedback loop and a way to communicate with your existing "following", "fan base" etc. to hopefully keep them coming back. Last, to illustrate Audrey's point: what is the ROI of telling your kids what is right and what is wrong? You will rarely see a direct effect but on occasion you get proof that your efforts were not wasted. Social media is like "real life" :-).

      August 14, 2013

    • Chris T.

      I don't think the point is to only talk about revenue metrics and ROI and that's the only way to justify social media marketing efforts...I think it's more what metrics are possible, what other ways are there to access the ROI and value of SMM? I don't think the bathroom or email analogies necessarily make sense. In marketing we spend time and we spend money. There has to be some way to determine where best to put those two assets even if it's imperfect and incomplete and might mostly come down to gut feel.

      August 15, 2013

  • Natascha T.

    Also, join our LI group: https://www.linkedin.com/groups?home=&gid=2954429&trk=anet_ug_hm to continue the discussion.

    1 · August 13, 2013

  • John D

    My hopes for this topic is to here about 2 things 1. Conversion rates (speed, BANT Qualified, and purpose) to being a sales ready interaction? and 2. What and How are the sales team interacting and utilizing this information?

    August 8, 2013

    • Natascha T.

      John, sorry we did not get to your questions. Saw this too late. Wish you had asked it yesterday but it was probably hard to get in the discussion :-). Conversion rates depend on so many factors and also your objectives, call to action, budget etc. In regards to 2. Many sales teams are not on social media yet, but it would help them to listen to what people are looking for, complaining about and by monitoring the right people they could even get an idea of what people need right now, their moods...as I am saying above, it's a big time investment, so sometimes hard to justify. But the pay-off can be big. It works best when integrated into your overall business and marketing activities. What are your thoughts?

      1 · August 13, 2013

  • Mark L.

    I think that panels are very hard to pull off but everybody did a fantastic job. There was so much knowledge from Natacha and the panelists that made this a great event. Thank you.

    1 · August 12, 2013

    • Natascha T.

      Thank you so much for taking the time to write this super nice comment! Appreciate your participation.

      August 13, 2013

  • Natascha T.

    Thanks for a wonderful time last night. What a wonderful audience!!!!!!!!!!!!

    August 13, 2013

  • Christine O.

    While quantification about the Social Media campaigns and their specific results was missing, the conversation supported the topic by underscoring the importance of communicating with your customers through social media on a one to one basis. Perhaps a future topic could tackle specific Social Media campaigns and the revenue results (or other measurements) that they are driving.

    1 · August 13, 2013

  • Mark L.

    I was amazed - very provocative. Good job, Paul.

    1 · August 13, 2013

  • Dana M.

    Very Interesting!

    1 · August 12, 2013

  • Shaheen K.

    Sorry

    August 12, 2013

  • Robin F.

    I have a schedule conflict. Catch you at the next one!

    August 12, 2013

  • Mark L.

    Driver: Phylis Davis

    August 11, 2013

  • Natascha T.

    Very excited as our event is approaching!!! The pizza they serve is also very good :-)

    1 · August 7, 2013

    • Christine O.

      This should be a terrific session. Looking forward to it.

      August 7, 2013

  • A former member
    A former member

    I am working for Japanese B2B company and I am in charged of international sales and marketing

    2 · July 17, 2013

  • A former member
    A former member

    Excited to share our gifts with one another!

    1 · August 4, 2013

  • Bobby S.

    Thank you

    August 1, 2013

  • Colm S.

    Hoping to hear about the use of social media - specifically channels such as LinkedIn, SlideShare, and Pinterest (esp in regards to infographics).

    1 · June 25, 2013

    • Natascha T.

      I am making a note to talk about the effectiveness of these channels and the popularity of Infographics. I hope you'll be there in person to elaborate on what you'd like to know.

      July 22, 2013

  • Eric L.

    Alas, I'll be in Canada but wish I could attend as Natascha (and Audrey) are wicked smart and throws great events.

    1 · June 25, 2013

    • Natascha T.

      Awfully nice of you to say that, Eric. Would be wonderful to have your know how at the event but I hope we can meet up in the near future?

      July 22, 2013

  • Solange

    Let's include Marketing Automation/Demand Gen to the conversation.

    July 10, 2013

    • Natascha T.

      Solange, I will add this to my list of questions.

      July 22, 2013

  • Anvesh Reddy J

    Looking forward to it

    1 · July 10, 2013

  • Natascha T.

    We look forward to meeting all of you. The panelist from Citrix has to travel so we now have a wonderful speaker from eBay to share her know how.

    July 22, 2013

  • Natascha T.

    I will be moderating the panel. Please feel free to send me questions ahead of time or bring them along.

    June 25, 2013

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