Social Media for B2B Lead Generation Takeaways
Last night I attended another SVAMA event - Social Media for B2B Lead Generation. HubSpot CEO, Brian Halligan, started off the discussion with Mike Linton, former CMO at eBay, and Zack Urlocker, of MySQL now Sun/Oracle. The panel was moderated by Lilia Sherman, author of 42 Rules for Growing Enterprise Revenue, and Managing Director of The Shirman Group.
One key theme of the night that emerged was around content creation. For B2B companies this is crucial for social media engagement so that you can entice your audience back to your website, but not try to push them with a hard sell.
They key takeaways were:
Always test - At Sun/Oracle Zack found that calling something a “guide” vs. a “whitepaper” resulted in more leads.
Be part of the community, but don’t manage it - Mike says that once he helped create an eBay community, he had to step back and just be a member. If he tried to control it, he would fail and members would fight back.
Start a content creation machine at your company - Brian wants all companies to go out and start creating content, even if you sell left-handed monkey wrenches. At HubSpot, we create videos, whitepapers, guides, e-Books, webinars, presentations, and blog articles.
