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The B2B Social Media Book Hardcover – December 22, 2011

by Kipp Bodnar (Author)
4.2 4.2 out of 5 stars 57 ratings
See all formats and editions
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Advance your B2B marketing plans with proven social media strategies

Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.

This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.

  • Describes a methodology for generating leads using social media
  • Details how to create content offers that increase conversion rates and drive leads from social media
  • Offers practical advice for incorporating mobile strategies into the marketing mix
  • Provides a step-by-step process for measuring the return on investment of B2B social media strategies

The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.

Read more Read less
Previous page
  1. Print length
    240 pages
  2. Language
    English
  3. Publisher
    Wiley
  4. Publication date
    December 22, 2011
  5. Dimensions
    6 x 0.73 x 9 inches
  6. ISBN-10
    1118167767
  7. ISBN-13
    978-1118167762
  8. See all details
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The Amazon Book Review
The Amazon Book Review
Book recommendations, author interviews, editors' picks, and more. Read it now.

Editorial Reviews

From the Inside Flap

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.

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.

Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (December 22, 2011)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 240 pages
  • ISBN-10 ‏ : ‎ 1118167767
  • ISBN-13 ‏ : ‎ 978-1118167762
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 6 x 0.73 x 9 inches
  • Customer Reviews:
    4.2 4.2 out of 5 stars 57 ratings

About the authors

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  1. Kipp Bodnar

    Kipp Bodnar

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    Full content visible, double tap to read brief content.

    Kipp Bodnar is Inbound Marketing Strategist at HubSpot, the inbound marketing software leader that provides integrated tools for marketers to generate and manage leads online. Kipp leads a team of marketers that guide and execute HubSpot’s inbound marketing content strategy. This includes creating content for Blog.HubSpot.com, webinars, ebooks, social media and other channels to help educate marketers and generate leads.

    He is co-author of The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More (Wiley), the definitive guide for B2B marketers who want to master social media and drive leads.

    Kipp is an experienced social media marketer who co-founded SocialMediaB2B.com, the leading online resource for social media’s impact on B2B marketing. He also writes on his personal blog DigitalCapitalism.com as well as guest postings on other leading marketing blogs.

    He lives in Boston with his loving wife and two hyper-active beagles.

    See more on the author's page
  2. Jeffrey L. Cohen

    Jeffrey L. Cohen

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    Full content visible, double tap to read brief content.

    Jeffrey L. Cohen is an award-winning marketer, strategist, author, speaker, blogger and podcaster with a 30-plus year career in business to business (B2B) marketing. Jeff is a Director Analyst at Gartner and the co-author of The B2B Social Media Book. He was also the co-founder and Managing Editor of Social Media B2B, the leading online resource for social media's impact on B2B marketing.

    Jeff led award-winning content marketing teams at both Oracle and Salesforce. He developed an undergraduate curriculum in social media marketing and taught full-time at Ball State University. One summer he even dressed up as a rooster to promote a radio station.

    Over his career, he has provided strategic counsel to both B2B and B2C companies in industries ranging from technology, manufacturing and industrial equipment to alternative energy, retail and financial services.

    See more on the author's page
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Customer reviews

4.2 out of 5 stars
4.2 out of 5
57 global ratings

Top reviews from the United States

Leonard Natural
5.0 out of 5 stars great bookgreat book great book, great book, great book, great book great book great book, great book, great book, great book gr
Reviewed in the United States on July 1, 2014
Verified Purchase
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Jon Yoffie, Principal, Domino Theory: Smarter Business Communications
4.0 out of 5 stars An Important Reference for Today's Marketer
Reviewed in the United States on January 9, 2012
Verified Purchase
Prior to launching Domino Theory: Smarter Business Communications, I spent 10 years in B2B marketing publishing trade media (and 15+ in consumer marketing and media before that). Long before anyone had heard of social networks, inbound marketing, or social marketing many of my days were spent convincing marketers that their advertising dollars were best spent reaching the audiences we delivered. Year after year, because we had the leading media brands in our space, these marketers were generally in agreement that our magazines, web sites, newsletters, and conferences were the right places to promote their messages and products.

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
[...]
jon@dominothry.com
16 people found this helpful
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Ray Giannone
5.0 out of 5 stars DON'T BE THE LAST PERSON IN YOUR INDUSTRY TO READ THIS BOOK !!!
Reviewed in the United States on January 24, 2012
Verified Purchase
The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

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.
2 people found this helpful
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InfoJunkie
3.0 out of 5 stars Nope
Reviewed in the United States on October 14, 2012
Verified Purchase
I took a chance on this book, going against my better judgment. I usually never buy a book with only glowing reviews. So hopefully, this objective review will help some avoid the same mistake.

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.
25 people found this helpful
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Joseph E. Kyle
5.0 out of 5 stars Rip Van Winkle woke up, the world had changed.
Reviewed in the United States on March 5, 2012
Verified Purchase
I've read a number of bad social media books lately - this is NOT one of them. This book is not a rush-to-market, try to capitalize on a trend, offering. The authors have actually spent years learning social media marketing and freely give of their experiences. If you've been asleep for the past 5 years, just woke up, and realized that something has changed marketing-wise you're right. Here's your guidebook to a new world of marketing. BTW, it's not just for B2B. Many of the principles apply to B2C as well. If you're wondering what this Social Media stuff is all about, even if you consider yourself up-to-speed, you should still read The B2B Social Media Book. Thanks to Kipp and Jeffrey.
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Top reviews from other countries

moreno
5.0 out of 5 stars Valuable reading
Reviewed in Italy on January 4, 2013
Verified Purchase
Really useful reading. It's rare to find consultants sharing valuable know how in their publications and that's the case. Good value for money.
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drchrisasmith
5.0 out of 5 stars A complete work book
Reviewed in the United Kingdom on April 10, 2012
Verified Purchase
A fantastic introduction to driving inbound leads using Social Media. Each Chapter is very clearly written outlining practical steps to take in order to achieve specific objectives. The result is a very easy transition from theory to action. Highly recommended.
2 people found this helpful
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Rich
4.0 out of 5 stars Great Book
Reviewed in the United Kingdom on September 3, 2014
Verified Purchase
This was a very good book with some fantastic tips, anyone needing to know where to go next with there business media, this is the book for you!
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Lizee100
3.0 out of 5 stars Alright
Reviewed in the United Kingdom on August 28, 2013
Verified Purchase
I assumed this would impart knowledge beyond that which I had already surmised simply by simply using the social media sites for personal and B2C use, but I was disappointed. If you are totally new to social media, it's a very useful book, but if you already have social media insights, don't expect any new info here.
2 people found this helpful
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Mafalda Melo
4.0 out of 5 stars Useful guide
Reviewed in the United Kingdom on April 22, 2013
Verified Purchase
Very good to learn the basics and have some great ideas. Isn't certainly the best book in the world, but have useful tips.
One person found this helpful
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