Wednesday, February 28, 2024

Hashtag Team: Why it should be story time for B2B marketers

Last updated on July 28th, 2015 at 10:57 am

We’re back with another recap of what has kept the B2B social world buzzing. B2B News Network has partnered with Nexalogy to help sift through the social data and find the most relevant posts and stories to keep you ahead of the curve.

This week, it was all about helping B2B businesses tell better stories about themselves, looking at the differences between the social strategies of B2B and B2C, and the state of B2B content marketing.


Storytelling in B2B Marketing

According to this post in Forbes from Theo Priestley, “97% of CMOs think marketing must do things it hasn’t done ever before to be successful.” For B2B marketers, that could mean wading into a territory that has long been dominated by B2C: creating compelling stories and narratives to sell products and services. As Priestley aptly notes, “B2B technology marketing really struggles to get away from the product detail and just tell a story.” This post covers three reasons why B2B marketers need to start telling better stories.

B2B vs. B2C Social Marketing

Most marketers know that there are inherent differences between the B2B and B2C space. This post on Medium from B2B social strategist Steven Johnson covers a few differences between these two worlds that specifically relate to social media strategy and measurement—from the various social networks used most by each, to how they differ in performance analytics.

Pivots into the B2B Space

Making a splash on social media this week was the news on TechCrunch that Prismatic—a company that uses algorithms to suggest unexpected yet relevant content based on what your friends and connections were liking and reading—is pivoting as a business to enter the B2B space. They’ll begin by targeting three areas, publishers, app developers, and hedge funds. As TechCrunch reported, “by refocusing on B2B, Prismatic is hoping to step away from that race and at the same time provide tools to smaller companies and those who are not pouring millions of dollars of investment into data science, to help put them more on par with whose who do.” There are lessons here for other B2C firms looking to position themselves as B2B companies.


The State of B2B Content Marketing

It’s said that 91 percent of B2B marketers now use content marketing to generate demand and create new leads. This infographic, compiled by OpenView, details some insightful statistics about how B2B marketers are using content: the type and frequency of posts, the social strategy behind them, measuring success, and the buyer’s perception.

Hot stats include: 72 percent of marketers think that branded content is more effective than magazine ads; 73 percent of B2B marketers use video as content marketing tactic; LinkedIn generates more leads for B2B firms than Facebook, YouTube and individual blogs.

If you missed last week’s edition of Hashtag Team written by Brett Wilkins, head here to check it out.

As always, if you have any B2B content we think we should share next week, let us know below or via @b2bnewsnetwork.

Flickr photo via Creative Commons


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Sarah Dawley
Sarah Dawley
Sarah is an Ecosystem Copywriter at Hootsuite, where she writes a variety of materials about social media and its impact on business. Prior to joining Hootsuite, she was the Social Marketing Manager for the Music & Entertainment Channels at Bell Media, where she spent nearly four years building the presence of Much, MTV Canada, M3 and E! Canada into social communities of over 2.8 million fans and followers. Find her on Twitter @sarahdawley