{"product_id":"9780470639337","title":"Social Marketing to the Business Customer Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships","description":"\u003ch1\u003eSocial Marketing to the Business Customer\u003c\/h1\u003e\u003ch2\u003eListen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships\u003c\/h2\u003e\u003ch3\u003ePaul Gillin | Eric Schwartzman\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Sales \u0026amp; Selling \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eThe first book devoted entirely to B2B social marketing  \u003cp\u003eB2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information.\u003c\/p\u003e \u003cp\u003eThis hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures plentiful examples, case studies, and best practices\u003c\/li\u003e \u003cli\u003eFocuses on the channels that are most effective for B2B marketers\u003c\/li\u003e \u003cli\u003eBuilds on the authors' more than 30 years of combined experience in the new media\/social media space, as well as two previous successful books\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eLeverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with \u003ci\u003eSocial Marketing to the Business Customer\u003c\/i\u003e!\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e  \u003cb\u003ePAUL GILLIN\u003c\/b\u003e (www.gillin.com) is a veteran technology journalist, author, and speaker. In addition to his three books on online communities, he has written hundreds of articles and logged more than 200 radio and television appearances on media outlets such as CBS, CNN, the BBC, NPR, FOX, and MSNBC. Previously, he was editor-in-chief and executive editor of the technology weekly \u003ci\u003eComputerworld\u003c\/i\u003e and founding editor of online publisher TechTarget.  \u003cp\u003e\u003cb\u003eERIC SCHAWARTZMAN\u003c\/b\u003e (www.ericschwartzman.com) has advised Boeing, Johnson \u0026amp; Johnson, Southern California Edison, the U.S. Department of State, and the U.S. Marine Corps on corporate communications, public affairs, reputation management, and social media strategy. He is also the creator of the Social Media Boot Camp, host of the award-winning podcast On the Record . . . Online, and founder of iPressroom.\u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e18 January 2011\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780470639337\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e272\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e16.0\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44314259914892,"sku":"9780470639337","price":25.16,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780470639337_478891e9-77e5-4065-b183-188c2f338c9d.jpg?v=1780100561","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9780470639337","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}