MarketingSherpa’s B2B Summit in San Francisco

Jay Baer ended the first day of MarketingSherpa’s B2B Summit in San Francisco with a memorable keynote.  The core comments from Mr. Baer are worth repeating, and the graphics drive home the points even more so.  Consider these:

  • Your customers are using social media- it’s a myth to think they are not. B2B companies who ignore it are missing opportunities to interact with their customers and prospects.
  • Search is a big deal, and social media is important to fuel search success. Want people on your website? Get social.
  • B2C (business to consumer) and B2B (business to business) social media aren’t that different. It’s just some of the tactics that are different.
  • Social media is not about lead acquisition, it’s about lead and customer nurturing. Why? Because people need to ‘opt-in’ to see what you post socially. Right? They only follow you if they know you- so thinking of it simply as lead acquisition is not the best approach.
  • Even if people aren’t talking about you in social media you still need to participate. What’s differing is you will need something to talk about, so you need to start by creating content.
  • If people are talking about you in social media, you cannot ignore their complaints. According to Jay, most complaints on Twitter go unanswered. Don’t let this happen to your brand.
  • Free your content- and put it up all over the web. Get the word out. Don’t hide your content behind forms.
  • Break up your content into bite size pieces. This will allow you to spread the word more, and will give the search engines lots to share.
  • Do more with your content than having a social media page. It’s about how you interact on it, not that you have it.
  • Don’t measure social media marketing success by website visits. There are better ways, like leads generated, or by looking at Net Promoter Score for those connected to you in social media and those that are not.

Break down the myths – Jay has distilled them to the following points:


Maria Pergolino, B2B Marketing