Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships

Acknowledgments.

How to Use This Book.

Preface.

Part One: Setting the Table.

Chapter One The Changing Rules Of B2B Marketing.

Chapter Two Seven Ways You Can Use Social Media.

Chapter Three Winning Buy-In and Resources.

Chapter Four Creating a Social Organization.

Chapter Five Creating & Enforcing Social Media Policies.

Part Two: Tools and Tactics

Chapter Six Learning by Listening.

Chapter Seven Understanding Search.

Chapter Eight Choosing Platforms.

Chapter Nine A Non-Techie's Guide to Choosing Platforms.

Part Three: Going to Market.

Chapter Ten Social Platforms in Use.

Chapter Eleven Pick Your Spots: Planning Social Marketing Campaigns.

Chapter Twelve Lead Generation.

Chapter Thirteen Profiting From Communities.

Chapter Fourteen Return On Investment.

Chapter Fifteen What's Next For B2B Social Media?

Appendix Elements of a Social Media Policy.

Notes.

About the Authors.

Index.