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Maybe for these reasons, many people think social media marketing cannot work in B2B like it is in B2C, or does not work in general. OPENTEXT: A software solution for enterprise information management, created a personalized new customer onboarding site offering a variety of assets (white papers, checklists, product pages, ebooks, case studies) and content to welcome new clients and provide upsell, cross-sell opportunities. OPTUM: A health services business, created an integrated marketing campaign to support the launch of a new solution, support sales and build thought leadership. XEROX: Created a targeted “Get Optimistic” campaign to connect with 30 top accounts and partnered with Forbes to create a magazine that offered relevant business tips.

If you need more convincing, you can download my complimentary eBook, 166 Case Studies Prove Social Media Marketing ROI. They identified their target audience and monitored social media platforms for relevant topics and conversation. The content marketing mix included: advertorials, display ads, email, direct mail and a campaign website.
The plan including sprucing up the website, integrating a blog and social sharing, and offering some valuable content by free download.

The campaign increased web traffic by 119%, traffic from social media by 4800%, lead conversions by 3900%, quote requests by 500% and new qualified sales opportunities by $3.4 million.

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