Tagged: b2b

B2B social media marketing and the niche of one

Peter Thompson is working in a really interesting book about B2B social media marketing. He’s posted the outline on his blog.

In what he describes as the “most controversial” chapter he proposes a “niche of one” model for social media campaigns to influence a single business decision maker:

creating a dossier of their online habits, to writing blog posts optimised to their personal interests and even creating targeted advertising addressed to just one person. For most companies this would be wastefully over focussed, but for B2B enterprise sales where a single sale can be worth hundreds of thousands of dollars, then the time taken to gently influence one person online is time well spent. This is a delicate art and the risk of spooking the prospect is so great that this chapter also covers etiquette, ethics and maintaining anonymity (when appropriate).

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