Why There's No Such Thing As B2B Marketing Online

By Dave Kerpen People often ask me, "How does social media apply to my B2B business? Since we're not B2C, we don't need to have conversations with people on Facebook. We're marketing to businesses, who aren't on social media." Those people are right about one thing: your B2B organization probably doesn't need to invest a lot in Facebook.But there's really no such thing as B2B marketing online, if you think about it. There's only B2P.

No matter what you do, you're not marketing and selling to a business, you're marketing and selling to people - to individual decision makers who, on behalf of their business, will choose to hire your business. These decision makers, like the rest of the country, are surely using social networks to connect with others and gather information.

The only question that remains, then, is where they are doing this. Our B2B company has generated the most leads from Slideshare, followed by LinkedIn and Twitter. We've also generated a lot of leads from our blog. Sure, we're on every social network from Pinterest to Facebook to Foursquare, but we have to be, because we're a social media company. You don't. So where are your prospects and customers hanging out on the web? Where are your decision makers congregating? Go there, create value for them, be likeable, and above all else, be human.

Remember, in social media, it's not B2B, it's B2P.