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Director, Customer Engagement, TrapIt
Business-to-business (B2B) social media marketing is undergoing a transformation. Though B2Bs have trailed behind B2C companies in social media marketing, they are catching up and taking a more strategic, sales-driven approach. Kim Babcock, director of customer engagement at social selling software provider TrapIt, spoke with eMarketer’s Maria Minsker about the unique challenges B2Bs face on social media, and shared her social selling best practices.
eMarketer: What are some common goals B2Bs have for their social media marketing efforts?
Kim Babcock: We know that buyers are doing research online and on social media, but they don’t engage with B2B organizations directly until they’re ready to buy. As a result, the goal for B2Bs has become positioning their sales force as subject matter experts and trusted advisors. In other words, they’re taking a much more consultative approach to their sales efforts. This is achieved through content marketing—it’s a great way to drive brand awareness.
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