Velocity’s B2B Content Marketing Workbook

We are very excited to bring to you Velocity’s latest eBook: The B2B Content Marketing Workbook -Thought Leadership for B2B Lead Generation and Beyond. Velocity’s latest eBook not only has a great overview on strategic B2B content marketing but also a very slick design.

Velocity’s B2B Content Marketing WorkBook covers these topics.

  • What is Content Marketing
  • Why you need to get good at  Content Marketing
  • Why you’re perfectly placed to do it really, really well
  • How to pick a topic prospects care about
  • What ‘good’ B2B Content Marketing looks like — lots of examples

We have invited Doug Kessler, the author of B2B Content Marketing WorkBook to discuss his eBook. Doug Kessler is the Creative Director and co-founder of Velocity, the London-based B2B marketing agency specializing in technology markets.  He started his career at Ogilvy & Mather New York on consumer accounts but quickly migrated to B2B, where his heart lies.

Doug Kessler

Blog Velocity-B2B Marketing Twitter DougKessler

Ambal Balakrishnan: Doug, it is a great pleasure to discuss your B2B Content Marketing WorkBook. What prompted you to embark on writing this eBook?
Doug Kessler: At Velocity, we believe that content marketing is the single most powerful weapon in the B2B marketing arsenal.  But we don’t see it well-executed very often.  The eBook is a quick, approachable way to introduce people to the principles and practices of content marketing.

Ambal Balakrishnan: Please walk us through the eBook writing life-cycle. How did it evolve and its journey from concept to launch?
Doug Kessler: It was quite quick, really.  I wrote it in a few hours (we live this stuff), had colleagues review it and comment, then gave it to Stuart Rothwell, one of our designers.  He did a great job making it friendly and easy to read.

Ambal Balakrishnan: Who is your eBook addressed towards?
Doug Kessler: It’s aimed at business-to-business marketers (though the ideas work in consumer marketing as well).  I was picturing a less experienced marketer but I hope there’s some value in it for more experienced people too.

Ambal Balakrishnan: How is B2B Content Marketing different from B2C?
Doug Kessler: B2B is about convincing someone to do something with rational argument.  B2C is often about appealing to people’s emotions.  I like building a case, in the same way as a lawyer does.  Of course, this also involves emotion, but you need a strong, rational argument. When I was in the consumer world, I never felt so good about executing strategies that essentially boiled down to ‘Be a good mother, use this fabric softener.’  It wasn’t so much a moral objection – just a bit embarrassing!

Ambal Balakrishnan: What is one change you recommend to B2B firms to do better in their Content Marketing initiatives?
Doug Kessler: Sounds obvious, but work hard to deliver real value to your audience.  The triple goal is to make them go out of their way to get the piece, to ‘consume’ it to the very end, and to recommend it to others.  That’s a tough challenge.  You can only meet it by putting yourself in the audience’s shoes and thinking hard about what information or insight they need to do their job better.

Ambal Balakrishnan: Give us few examples of businesses that are great at B2B Content Marketing?
Doug Kessler: Marketo is really good at it.  IBM and Cisco are massive (and pretty slick) content publishing machines.  Salesforce is excellent.  And one of our clients, ShipServ, really gets it too.  They’re tiny compared to the big boys mentioned here but they use Content Marketing really effectively (shameless brag: we just got shortlisted for a New Media Age Effectiveness Award for our work with them).

Ambal Balakrishnan: What are the 3 key lessons you want readers to take away from your eBook?
Doug Kessler: 1) Content Marketing is the most important thing you can do as a B2B marketer. 2) Harvest the expertise you have in-house and package it up with confidence. 3) Don’t just stick it on a shelf. Market the hell out of it (measuring all the way).

Ambal Balakrishnan: What one “get started on right way” change do you recommend to the reader of your eBook?
Doug Kessler: Look at your current content archive, decide what’s under-exploited and correct that. Re-package a boring white paper into a sexy eBook.  Stick it on SlideShare and ‘pimp’ it across the relevant social media groups (and Twitter).

Ambal Balakrishnan: Doug, thanks for taking the time to discuss Velocity’s B2B Content Marketing WorkBook and sharing your insights with us.
Doug Kessler: Thanks Ambal.

Download Velocity’s B2B Content Marketing Workbook here. Also check out Doug Kessler’s Using Twitter in B2B Marketing and Going social in B2B: seven automatic actions for every piece of content.

Over to you…
What is the one lesson from Velocity’s B2B Content Marketing WorkBook you will put to use in your Content Marketing?

Rebels Brown’s eBook on Positioning – It’s Not About You Anymore

We are very excited to bring to you Rebel Brown’s Positioning eBook It’s Not About You Anymore. Rebel Brown is a go-to-market strategist and Spin Doctor specializing in start ups, turnarounds and start-arounds in the high technology arena. She has helped to define, position and launch over 75 individual products and companies since she began consulting 20 years ago. Her clients who are technology vendors and venture firms leverage her strategic marketing and go-to-market expertise. She identifies and transforms differentiation – customer’s crown jewels – into compelling, customer-centric value that sells. Her business is PeopleWhoKnow. Rebel’s Blog is Phoenix Rising. Rebel’s Twitter handle is RebelBrown

3 great ideas in Rebel’s eBook It’s Not About You Anymore

  • Great positioning tells a compelling, attention-grabbing story – a story that resonates with your audience and will attract prospects and customers to your door, and keep them coming back.
  • Build your positioning using three pivot points(key areas that answer the Who, What, Why and How of any story) and then provide the evidence within each area that best addresses a specific customer scenario.
  • Be prepared to change your positioning as your company evolves.

We have invited Rebel Brown to discuss her eBook It’s Not About You Anymore

Ambal Balakrishnan: Rebel, it is a great pleasure to discuss your latest positioning eBook. Thanx for finding time out of your very busy schedule to provide your valuable insights to our readers. What prompted this eBook?
Rebel Brown: This eBook is an overview of the thought processes I use with clients to create positioning strategies and stories.  It’s also the first step toward a book of the same name that goes into more depth on how to identify true value, evidence that value in compelling ways and spin customer-centric stories that compel our audiences to action.

Ambal Balakrishnan: Who is the audience for your eBook?
Rebel Brown: Positioning is one of the most important things any company can do – perhaps the most important.  Anyone in customer-facing position – from sales to marketing to service – executive management, middle management, product management and even engineering can benefit from this eBook. The eBook is written with technology vendors as a focus – but the lessons can be applied to companies in any industry and of any size – from startups to SMBs to full blown enterprises.

Ambal Balakrishnan: What’s your view on how positioning is done today?
Rebel Brown: That’s a whole book, Ambal 🙂 Seriously, my goal with It’s Not About You Anymore is to teach people how to think about positioning in a more strategic, and much more customer-centric way. We spend too much time discussing positioning internally, and not enough time actively listening to our customers, prospects, partners and the market. We also tend to focus on ‘feeds ns speeds’ and chest thumping claims – instead of telling stories about our customers, their business results and their perspectives. This eBook helps readers focus on their audience and what matters to them.

Ambal Balakrishnan: Why do you think companies haven’t changed the way they position themselves?
Rebel Brown: People and companies get locked into ways of thinking, ‘the way we’ve always done it’ mode.  We also assume that our audience’s are on the same page as we are. We spend our lives focused on our business and the products we deliver to our markets. So it’s natural to focus on what we know, what we believe, what’s comfortable for us. The challenge is that what we ‘know’ often isn’t what our audience believes or cares about.  That’s where the positioning disconnect begins.

Ambal Balakrishnan: What are the 3 key lessons you want readers to take away from your eBook?
Rebel Brown:
I think a reader’s takeaway depends on their own personal perspectives – as with any audience.  That said, there are a few key areas of focus that I think are important, all of which are around the concept of customer and market-centric positioning.

  • Identifying our true value  – through the eyes of our customers
  • Describing our value – 3 Pivot Points of Positioning
  • Spinning stories that touch our audience

Ambal Balakrishnan: What one change would you recommend to a reader of your eBook ‘It’s Not About You Anymore’?
Rebel Brown: Listen to your audience and try to minimize your own opinions.  You may be the subject matter expert – but your audience makes the rules – their perception wins every day. Get out and talk to your believers, your doubters and even your naysayers. They will teach you more about who you are, and the distinct value you bring, than hours of internal debate.

Ambal Balakrishnan: Rebel, thanks for taking the time to discuss your eBook and sharing your insights about positioning in your eBook.
Rebel Brown: Thanks Ambal.

To learn more about customer-centric positioning – Download the FREE eBook

Over to you…

What are the 3 pivot points for your positioning?

How do you tell your message in stories that resonated with your customer?

White Papers – List of Lists – Part 2

This is the third installment of white paper lists for the month of June. The earlier posts on this subject were White Papers – List of “How To” Blog Posts and White Papers – List of Lists – Part 1.

I pulled together a list of lists on white papers. There is a treasure trove of information in these lists on how to write and market white papers. I separated the list into three sections:

  • List of Lists on writing white papers (published last week)
  • List of Lists on marketing white papers (published today)
  • List of Lists on assorted topics related to white papers (will be published later this month)

Buckle up for a fantastic ride!

Blog Posts on Marketing White Papers
3 Worthy White Paper Marketing Tips
A white paper is not an ad. It is a great marketing tool that can deliver qualified leads. Michael Stelzner summarizes Larry Chase’s ideas in his blog post Three Worthy White Paper Marketing Tips.

3 Ways to Make Sure Prospects Find Your White Papers
How do you maximize the visibility of your white papers? Stephanie Tilton shares three proven steps you can take to increase the likelihood that prospects will find and read your papers in her blog post 3 Ways to Make Sure Prospects Find Your White Papers.

4 Ways to Make PDFs Search Engine Friendly
A properly formatted PDF file can actually come up very high on search engine results and translate into more exposure for your white paper. Michael Stelzner shares tips on 4 Ways to Make PDFs Search Engine Friendly.

5 Steps to a White Paper that Pulls in the Perfect Prospect
Many companies fail to connect with the right prospects through their white paper because they commit one or more critical white paper mistakes. Stephanie Tilton gives five key steps that will help you take your white papers to the next level in her eBook 5 Steps to a White Paper that Pulls in the Perfect Prospect.

5 Quick Tips For Using a White Paper Effectively in Your Marketing
Bruce Carlson shares ideas for using a white paper in your non-tech small business or independent practice in his article 5 Quick Tips For Using a White Paper Effectively in Your Marketing.

5 Reasons White Papers Are Marketing Super Weapons
Are you seriously considering adding white papers to your mix of marketing tools? Michael Stelzner explains why in his blog post 5 Reasons White Papers Are Marketing Super Weapons.


Tips on how B2B marketers should leverage social media

Social Media Marketing is now getting a lot of interest not only from cutting edge startups but also from mainstream B2B companies. We have invited B2B Experts to shed light on the following question: What is your one tip on how B2B marketers should leverage social media? Read on to get their insights.

Recommended Resources from B2B Marketing Experts




Ardath Albee

Blog Marketing Interactions Twitter Ardath421

Integrate Social Media with Your Nurturing Storyline

Ardath Albee’s Bio

Ardath Albee is a B2B Marketing Strategist. Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content. She empowers her clients to create customer-centric nurturing programs that leverage strategic story development to engage prospects until they are sales ready. Ardath’s book, E-Marketing Strategies for the Complex Sale, will be published this fall by McGraw-Hill.

Ardath Albee’s Tip

Social media can provide a conversational extension to a B2B company’s nurturing programs. In addition, social media can help B2B marketers drive inbound demand by generating personalized interest in their ideas and expertise. When you’re sharing content designed to answer questions and provide information your buyers want and need to do their jobs better they have a higher tendency to engage. Social media gives us the opportunity to humanize our communications and make our companies more approachable.

In order to reap the biggest benefits, B2B marketers need to be relentlessly generous and stop with the quid pro quo mentality. Giving away valuable ideas and insights freely will return to you many times what your company would accomplish by gating information and demanding an exchange before granting access to information people want. The sooner we realize that payment of time and attention by people interested in our ideas escalates our credibility—as well as our trusted resource status—the better off we’ll be.

The most important thing to remember is that social media is not just another broadcasting channel. When a B2B company participates in social media, they need to remember how to have a conversation. Promote others, share great ideas—whether or not they’re yours—and make sure there’s not a sales pitch in sight. Social media is not for selling, it’s for connecting. And there’s a big difference between the two.

Finally, make sure that the strategy your company develops for incorporating social media into your marketing programs is on message. If what you say in social media is disconnected from your other marketing communications your prospects and customers will experience the Dr. Jekyll and Mr. Hyde effect. Not the best way to form a good impression or build trust and credibility.

Ardath Albee Recommends

Rebel Brown

Blog Phoenix Rising Twitter RebelBrown

Be Thoughtful

Rebel Brown’s Bio

Rebel Brown is go-to-market strategist and Spin Doctor specializing in start ups, turnarounds and start-arounds in the high technology arena. She has helped to define, position and launch over 75 individual products and companies since she began consulting 20 years ago. Her clients who are technology vendors and venture firms leverage her strategic marketing and go-to-market expertise. She identifies and transforms differentiation – customers crown jewels – into compelling, customer-centric value that sells. Her blog is Phoenix Rising and her business is PeopleWhoKnow.

Rebel Brown’s Tip

My one word answer is “Thoughfully”. Social media is a powerful communications tool. But it can’t be approached with traditional marketing messages and positioning. In the social media world – chest thumping and ‘me me me’ marketing is the fastest way to send your audience packing.
We have to be thoughtful about the purpose of our social media endeavors. Before you jump into social media, consider the following – thoughtfully:

  • Who. Who in your organization are the best fits to communicate via social media? Don’t assume it’s your CEO or CTO or CMO. Whoever takes the lead in your social networking role MUST be open, informative, objective, available and most of all – truthful. They have to be prepared to take the feedback regardless of its content, to respond openly and fairly, and to tell the truth no matter how much it hurts. Anything less, and your social media efforts will backfire.
  • What. What information do you want to communicate via social networks? Make sure it’s educational and informative and of interest to your audience – and not a thinly veiled promotion of yourself or your solutions. That will backfire faster than you can Tweet. We’ve all seen examples of this across social media communications – and we’ve watched the network participants publicly dismember the offending party. Don’t go there. Be thoughtful, educate, inform and speak in your customers’ language about things that matter to them.
  • Where. These days it seems every one of my client marketing teams wants to do a CEO blog – whether it’s appropriate or not. Don’t assume a blog, or social media in general, are the be-all for communication. Think about what your audience reads, where they look for their information. Social media may be the marketing rage – but ask yourself, “Do my buyers read blogs? Do they Tweet? Are they more the LinkedIn or the Face Book types? Are they social networkers at all?” For example – technical buyers may read the latest product review blogs, but do the economic buyers, in the form of CEOs, read blogs at all? Or do they read the more traditional communication media – like the Wall Street Journal and New York Times? Match your media and messages to your audience.
  • Why. One of the best questions to ask up front before beginning any social media effort is “Why would anyone want to follow me? What value am I providing? What ‘persona’ do I want to create?” Decide up front what your value and ‘catch factors’ are for your audience – and then stay focused on delivering against that direction.

Social media gives you the opportunity to put a face and persona around your company. Thoughtful social media interactions can deliver super insights into your audiences’ perceptions of your business – insights that you can use to improve and grow your market position.

Rebel Brown Recommends

Brian Carroll

Blog Start with a Lead Twitter BrianJCarroll

Use social media to ‘listen’ to and learn more about your audience

Brian Carroll’s Bio

Brian Carroll, CEO of InTouch, is part of MECLABS Group (MarketingExperiments, MarketingSherpa, InTouch) and author of Lead Generation for the Complex Sale and the B2B Lead Generation Blog with expertise related to B2B marketing, lead generation and complex sales.

Brian Carroll’s Tip

There’s no doubt that all the different social media applications out there are great tools for branding your company, making connections and sharing your expertise. But, don’t forget to set aside time to ‘listen’ to your audience.

Social media can be a bit like a bunch of people with megaphones blurting out their messages one-way. People will cover their ears (unsubscribe) and tune that out. But if they could simply turn those megaphones and put them to their ear instead of their mouth, they’ll hear much better. Then they will be prepared to simply talk and join in dialog in a more relevant way to accomplish their goals.
Twitter, for instance, can allow you to get to know your prospects on a personal level. If your prospects are online, they will be donating lots of information that’s useful in relationship building. Follow a prospect’s Twitter streams, and you’ll learn about their personal lives. You’ll learn about the challenges they are facing both personally and professionally. I like how Chris Brogan put it: ‘Twitter allows you to minds read from afar.”

LinkedIn is another great way to listen and learn about your audience. Even if you don’t participate in your LinkedIn group’s discussions, take the time to ‘listen’ to the conversations. Find out which groups your prospects participate in via LinkedIn, and find out what those groups are discussing. Chances are that your prospects are ‘telling’ you a lot about their company through their questions and their responses to discussions in these groups. Use the conversations as a chance to find out where your prospects are in the buying process. Read the discussions to find out what issues they are facing.

And knowing what issues resonate with your audience is a great way to build content for your blogs and webinars. Use your blog to address challenges and give advice. Build a webinar around a question that you find interesting via a LinkedIn discussion.

Don’t use the information you find through ‘listening’ to be pushy, nosy, or obnoxious. Use good judgement and follow the standard etiquette for the application you are using. If you’re not sure of the etiquette read up on it before engaging in conversations. After a while, if you’ll just sit back and listen, you’ll get a feel for when it’s right to enter the conversation.

‘Listening’ to your audience will help you keep your touches relevant and timely. And, isn’t that the key to all good lead generation programs?

Patsi Krakoff

Blog WritingontheWeb Twitter PatsiBlogSquad

Be helpful and ask for help

Patsi Krakoff’s Bio

Patsi Krakoff, Psy. D., is a former psychologist and journalist who has been working in online content marketing for the last 10 years helping professionals use e-newsletters and blogs to grow business. Her award-winning blog can be found at WritingontheWeb. She provides quality content and newsletter services for global executive coaches at ContentforCoachesandConsultants. She is co-founder of The Blog Squad, providing blog services and consulting. She lived and worked in Paris for 20 years and now lives in Ajijic, Mexico, where she is an avid tennis player.

Patsi Krakoff’s Tip

Small business professionals who want to attract people for their products and services through Twitter often start off on the wrong foot. They look at it and answer the question, “What are you doing?”

Who cares?
Start off by doing a search for keywords in your field. Use the search button at the bottom of the page and type in “Need help with …XYZ” and see what comes up.
On any day, people are asking for help with things on Twitter. You can answer their questions, refer them to your blog, and offer to help. Be sure to follow them when you do.
The next thing you need to do is set up alerts for keywords in your field. I use Every time someone is tweeting about my area of expertise, say content marketing, or leadership and executive coaching, I get an email alert.That way I can respond to their tweets and be helpful. I can also stay informed of the latest buzz.
Small business professionals who want to attract people for their products and services by using Twitter should use two important features:

  1. Use the search feature on Twitter. You can use the words your prospects might be using. Go ahead and try it. You’ll be amazed at how many opportunities there are for helping other people.
  2. Set up alerts for key words in your field. That way you get email updates each time someone talks about your area of expertise. You can find people in your field or prospects and then follow them. You can use a Twitter alert service through TweetLater.

Twitter is only as good as you make it. Don’t tweet like this:

  • “I do executive coaching in Podunk, CA.”
  • I write web copy for you.”
  • “Best real estate property in the state.”

Be Helpful
Focus on others, what you can do to help them. Act like you’re a new arrival in a cocktail party. Don’t try to draw attention to yourself and your business. But be sure to be helpful by sharing where they can get helpful information to help solve their problems.

I’ve got my blog posts set up to feed automatically into Twitter by using I blog most days, or at least every other day. People see my tweets on Twitter, and click to read my blog posts. It’s a major source of traffic to my blogs. People from Twitter are more likely to leave comments on a blog.
Since this is done automatically, I don’t spend any time on this. Apart from that, I read my TweetLater alerts in my inbox. I go over to Twitter when I see an alert and I can respond or re-tweet something helpful.
Sometimes strangers will see one of my blog posts they like and re-tweet the headline with the link. Be sure to thank them and follow them, since they are a great source for you getting known. Be sure to re-tweet other people’s good blog posts too.
Ask for Help
When I was about to write this tip, I used Twitter to ask others for their best tip. Here are two responses I got:

  • @xposure (Nigel Lamb)@Patsiblogsquad: Use the search for keywords. Answer questions that are your area of expertise. Recommend others, so they return the favor.
  • @leeodden (Lee Odden) @Patsiblogsquad: Search twitter using queries that describe prospects in a state of need & be helpful to them.

On Twitter, I asked people how they would answer the question “What is your one tip on how B2B marketers should leverage social media?”

Just imagine how you could create content for articles, blog posts, and white papers. The next time somebody says, “Twitter? Who’s got time for that?” you’ll know why it’s smart to use social media sites for growing your business.

Patsi Krakoff Recommends

Mac McIntosh

Blog Sales Leads Insights Twitter B2B_Sales_Leads

Does social media drive leads and sales?

Mac McIntosh’s Bio

M. H. (Mac) McIntosh is considered to be one of North America’s top B2B marketing consultants and an expert the subject of using marketing to generate leads and drive sales. In addition to consulting, Mac conducts marketing workshops and seminars, writes regularly for leading marketing and business publications, is the publisher of Sales Lead Report, a newsletter with more than 15,000 subscribers, and Sales Lead Insights, his B2B marketing blog. He holds the Certified Business Communicator (CBC) designation awarded by the Business Marketing Association and was designated by BtoB magazine as one of its “Top 100 in BtoB Marketing.”

Mac McIntosh’s Tip

Think of social media marketing as being more effective for branding, awareness and SEO, than for generating leads or driving sales.
Sure social media is getting lots of buzz, but is it really productive at meeting what I believe are the primary objectives of B2B marketing—driving leads and sales?

Although I’ve been diligently searching for evidence of success at generating B2B leads and driving sales via social media, the only clear cases of success I’ve found to date seem to fall into these three categories:

  1. Those businesses which sell products or services directly related to social media marketing to those who are interested in learning more about it, or need help getting their social media marketing up and running.
  2. Very small businesses (often solo-practitioners) including consultants, speakers, trainers, copywriters and designers who have the time required to effectively use social media as a way to market their products and services on a shoestring budget. In general the small businesses which seem to be most successful with using social media marketing to drive leads and sales are those which invest twenty or more hours each week in social media marketing.
  3. B2B salespeople who are using social media, specifically LinkedIn, as an effective one-to-one sales tool for finding and contacting prospective customers.

So if none of the above apply to you or your business, I recommend you consider social media to be one of the marketing tactics you can use to accomplish your branding, awareness and SEO objectives. But suggest you look elsewhere in your B2B marketing communication toolbox when your primary goals are generating leads and driving sales.

Mac McIntosh Recommends

Maria Pergolino

Blog Modern B2B Marketing Twitter Marketo InboundMarketer

Social media should be a part of overall marketing strategy

Maria Pergolino’s Bio

Maria Pergolino works as Inbound Marketing Manager at Marketo, leading their efforts in adoption of social media channels for brand awareness and demand generation. She has worked in marketing for over ten years, and specifically in online marketing including social media, search marketing, and lead generation and nurturing for the past six. Maria has a Marketing Degree and MBA from the School of Business at Rutgers University, is a Salesforce Certified Administrator, and a speaker at numerous marketing events. She has also written for many marketing blogs, and is a frequent contributor to Marketo’s popular blog, Modern B2B Marketing.

Maria Pergolino’s Tip

Social media should not stand alone as it works best when used in conjunction with all marketing resources and tools. Marketing campaigns should not be isolated, but instead cultivated using email, blogging, the corporate website, search marketing, and social media sites liked LinkedIn, Facebook, and Twitter. By doing this, you can look at the ROI of overall campaigns, focusing on those that work best for your organization, instead of spending your time trying to decide which Tweet is best or which email subject is most successful.

Marketers should become familiar with the social networks that their prospects and customers participate in and find the ways to share information on these sites. This means that B2B marketers shouldn’t just join every social networking site and broadcast their information to all using RSS. Instead, talk to customers and prospects about which sites their using and begin developing relationships on these sites, creating two way interactions. It’s also important to remember that social media includes websites with social functionality including sites that use comments and ratings like Youtube, Yelp, and Slideshare. These sites may also provide some extra punch, supporting your SEO effort as well.

By thinking of social media as a piece in your overall marketing strategy you will save your organization time, make customers and prospects happier, and provide a stronger return on your social media efforts.

Maria Pergolino Recommends

Seamus Walsh

Blog B2BContentMarketing Twitter SeamusWalsh

Social media is not a panacea, it is a means to an end

Seamus Walsh’s Bio

Seamus Walsh founded VAZT Global Inc. in January 2008. Seamus’ passion for sales, sales process and excellence enabled him to develop a platform that “finds, cares and feeds” prospects until they are ready to buy. Prior to forming VAZT, Seamus worked in sales and strategic account management for The Hackett Group, a strategic advisory and management consulting firm in Atlanta, For Gartner, a research, advisory and consulting company in Stamford, CT and Cambridge Technology Partners, a web development company, prior to its acquisition by Novell. Seamus resides in Essex Junction, VT with his wife and four children.

Seamus Walsh’s Tip

First understand social media is not a panacea, it is a means to an end and should be part of a thought out customer touch point strategy. Before you invest precious time ask your customers where they are, some will prefer a phone call, a salesperson meeting or a toll free customer service number.

That said, it is important to go to every identifiable social media site and register your company name and trademarks as userid’s, that way when you are ready to launch into a social media campaign you and your brand is ready and you are protected from unscrupulous intent. This approach acknowledges social media has its place but that does not mean you have to be everywhere day one, to start be where your customers are. At the same time, personal branding is vital. Ensure key members of your team have their first name, last name registered on existing and emerging social media sites.

Venues like Twitter, Facebook, Myspace or the plethora of other social sites may or may not be the right venue, but with your name/userid registered you can step into it on your and more important your client’s and prospect’s time.

Seamus Walsh Recommends

Read these interesting articles on social media for B2B Marketing

To learn more about B2B Marketing, get these following lists

Over to you…

What is the one tip from B2B experts you will put to use in your social media marketing?