B2B Marketing & Social Media Marketing Are More Alike Than You Might Think

December 13, 2010

 

I’ve been relatively silent on this blog for the past five months. Starting a new job, at a startup nonetheless, and moving states with a family of five has a way of slowing down the all non-essential aspects of one’s life. That all said, i’ll be posting more regularly now. The last five months have been eye opening and a breath of fresh air for me. At Involver we’ve built the fundamentals of our marketing infrastructure and are about to turn the corner to run the team in a full agile model. I’ll be writing about:

setting up a marketing infrastructure in a startup
going from 0 to 100 miles an hour (creating repeatable programs in a startup)
nurturing in a startup
product & brand relationship early in the development of your brand and products
and more…

And i’m kicking today off by sharing my perspective of the similarities between Social Marketing & B2B Marketing:

As many struggle to identify the ‘right’ models to engage in social channels i’m asserting that B2B and Social have more in common than most have ever thought. In B2B and in social it’s important to always remember that you are dealing with people and that you are maintaining relationships over time. I like this graphic by EngageSciences. It shows a simple model that emphasizes the importance of maintaining a relationship through multiple cycles sometimes being much more directed than others.

B2B marketing may not have the same popular culture cache as Social marketing however, as you’ll see from this collection of quotes (collected by Marketo) there is a distinct human element that clearly aligns the two. For fun, I changed B2B to social on a couple…I think it works. Do you?

B2B:

David Meerman Scott: It’s fascinating how the fundamentals of business-to-business marketing are the same today as they were 50 years ago. It’s still about relationships although today we have new tools and techniques at our disposal.

Amber Naslund: In the world of B2B, your professional network is everything. Because your business is about business, the potential of who you know and who they know is where powerful connections happen.

Seth Godin: The only way to consistently grow in B2B is to be better than very good.

Revised Social:

David Meerman Scott: It’s fascinating how the fundamentals of Social marketing are the same today as they were 50 years ago. It’s still about relationships although today we have new tools and techniques at our disposal.

Amber Naslund: In the world of Social marketing, your professional network is everything. Because your business is about business, the potential of who you know and who they know is where powerful connections happen.

Seth Godin: The only way to consistently grow in Social marketing is to be better than very good.

image courtesy of engage sciences

 

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