In B2B marketing we can learn a lot from our consumer cousins. But there are some tactics that while working well for B2C, just don’t work in the complex sales environment of B2B. One such tactic is still being hotly debated; and that’s social media. what is its role for B2B marketing and what is the best practice for social media?

The general notion is that if you’re putting your business out there by Tweeting and using Facebook you can cross ‘social media’ off your to-do list. Climbing numbers fo ‘followers’, ‘friends’ and click-throughs are surely testament to your success, right?

Troy Burk, CEO and founder of Right on Interactive (ROI), asks the ultimate question: “…with all of this activity, are you satisfied with the number of new marketing qualified leads (MQLs), sales qualified leads (SQLs) and closed deals?  If not, it may be that you’re seeing more commotion than motion.”

Troy will be presenting at DemandCon in San Francisco this May, and believes that customer Lifecycle Marketing transforms the way sales and marketing teams nurture business relationships. In his presentation, you will learn how to remove the noise and focus on the right metrics to truly optimize sales and marketing performance.  Learn how you can more effectively convert your leads into customers and turn your customers into brand advocates.

He knows what he is talking about. Prior to founding ROI, Burk was the director of sales in the start-up stages of Exact Target and in addition to his duties as CEO of Right on Interactive, he is also the President of the Indiana Interactive Marketing Association and serves on the Greater Indianapolis Chamber of Commerce’s Membership Marketing Committee.

Baked into this discussion is an assumption that we know what tactics we should be using at each stage of the buying process, or what we call the buyer’s journey.

In our B2B Marketing Training Workshop.on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.