People in the business-to-business (B2B) world finally have a book about social media marketing just for them. In this 26-minute podcast, I interview Eric Schwartzman, co-author (with Paul Gillin) of Social Marketing to the Business Customer. My favourite sound bite from this chat? “B2B buyers want steak; B2C buyers will settle for sizzle."
Listen to Eric explain how to grow that steak. You can download the MP3 audio file for this podcast if you wish. Or you can subscribe to the Trafcom News Podcast in iTunes. Or you can listen with the player below.
Here are the show notes:
00:01 Intro and welcome; about Eric Schwartzman
01:30 Eric cites B2B social media statistics, and says that B2B social marketing is where the action is; greater opportunities abound for B2B vs. B2C in marketing today
04:00 Book includes many social media tools, not just Facebook and Twitter; it is the first book devoted to B2B social media
05:00 Rational approach to social marketing; need management buy-in; steps to success include socializing the organization, building strategies based on where the action already is taking place; the social media monitoring dashboard
06:46 Blog is the Swiss army knife of social media; allows you to include text, photo, audio, video. Fact that many marketers have switched to Twitter is a good thing for bloggers!
08:12 86% of business interactions begin with Google; importance of search
08:30 How Eric and Paul picked examples for the book; difference between B2B and B2C case studies
09:20 B2B buyers want steak; B2C buyers will settle for sizzle
10:20 B2B decisions are often made by committees
11:13 In B2B market, it’s not about making a splash; you have to swim a marathon because of the longer buying cycles
11:43 Relationships more important in B2B buying decisions
12:40 Podcasting can generate remarkable success in B2B; Eric explains why and how
14:15 News-oriented podcasts vs. feature-oriented; features have a longer shelf life
15:40 His favourite case study from the book: SAP Communities Network; they built a white-label social network with 2 million members, mostly system integrators; helping people in full public view
17:50 Counter-intuitive star ratings demonstrate confidence
20:00 Case studies in the book are NOT all technology oriented
21:22 How to be successful today in B2B social marketing – humanize your business, experiment openly, be tolerant to risk
END of interview
25:22 Listen to this interview with Donna by Jennifer Tribe on “How authors and other experts can use audio products” (links to blog post, which links to MP3 and PDF transcript)
26:01 Where to send comments: Email donna AT trafcom DOT com or comment on the Trafcom News Podcast blog
Look for the Trafcom News Podcast on Blubrry.com. Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network (Music Alley)