Hashtag Team: Inside B2B sales research, how to jumpstart your social media marketing

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What’s trending this week in the B2B Twittersphere? To find out, B2B News Network partnered with Nexalogy, a Montréal-based social data analysis platform whose NexaMaster analytics tool allows us to sift and sort through every tweet out there to bring you news you can use.

This regular column sorts through the top trends in marketing, advertising, analytics, social media and B2B news.

This week, we feature topics such as the five-year forecast for B2B eCommerce, the significance of B2B content marketing, why B2B social media marketing must be helpful, and more. As always, the B2BNN Hashtag Team invites our readers to submit any buzzworthy B2B tweets or other links to @B2BNewsNetwork.

B2B Marketing:

Forrester Research, an independent technology and market research company, released its US B2B eCommerce Forecast: 2015 to 2020. In this first-of-its-kind report, Forrester predicts the US B2B eCommerce will soar from $780 billion this year to $1.13 trillion in 2020, when it will comprise about 12 percent of the nearly $9.4 trillion US B2B commerce market.

Bryan Bartlett, senior marketing manager at Chango and editor-in-chief of The Programmatic Mind, reminds us that B2B marketers are humans too, and that “the ultimate content marketing goal of B2B companies everywhere should be to support their clients by giving them tools and resources they need to do their jobs well.” Bartlett says the best way to do this is to “deliver content that marries functionality with fun.” He adds: “Why should consumers have all the fun?”

B2B Social Media:

Oktopost founder Daniel Kushner offers insight into three ways B2B social media marketing must be helpful. First, prove your return on investment. ROI can be demonstrated by showing how your solutions can save prospects time, money or other resources, or by proving that your product or service will increase returns for your B2B prospect. Second, present your solutions as simply and quickly as possible, and third, emphasize consensus.

B2B Infographics

Salesforce reports on Implisit’s analysis of the pipelines of hundreds of companies reveal that B2B sales processes are complicated by countless stakeholders and prolonged decision cycles, with some channels showing superior results at creating opportunities, but ones less likely to close. On the other hand, opportunities are harder to create, but more likely to close, in other channels. Click the link to learn more.

Social Media Today posted this infographic detailing the four LinkedIn campaign types every B2B marketer should know. ‘Intellectual’ campaigns should show off your company’s thought leadership. ‘Salesman’ campaigns are “suave [and] extremely knowledgeable about your company’s product or service.” ‘Social butterfly’ campaigns should rely upon imagery as well as using calls to action to draw customers in. ‘Spokesperson’ campaigns are like great politicians, letting “everyone know who your company is, what you do, and why your clients should choose you over the competition.”

Missed last week’s Hashtag Team column? Check it out here!

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We marry disciplined research methodology and extensive field experience with a publishing network that spans globally in order to create a totally new type of publishing environment designed specifically for B2B sales people, marketers, technologists and entrepreneurs.


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