Social media is, theoretically, a B2B marketer’s dream, especially LinkedIn. It gives you the power to reach hundreds, thousands or even millions of people, and it puts speed, creativity and humour above all else.
The problem, of course, is translating that into any meaningful business results. After all, what good does 1 million people liking your company’s post do if they’re all the wrong people, not in market, or you can’t prove that any of those engagements turned into a sale?
Because of these reasons (and then some), social media often doesn’t get the investment it deserves from B2B organisations. Fortunately, there are ways that B2B marketers can build social media into their overall marketing strategies that can be proven to drive growth. In this session, guest speaker Ian Bruce, Forrester VP, Principal Analyst, explains:
- How to use social media as one part of your omnichannel marketing strategy.
- How to prove the impact it’s having on marketing success, and making the business case for investment.
- How social media can be used to build brand equity and drive engagement with your prospects throughout your campaigns.