B2B marketing, whether online or off, is all about relationships. With longer sales cycles, and often, larger purchase amounts, it’s the relationship that a customer has with a business that really determines whether or not they’ll make the sale. This also means that how the customer thinks and feels about the B2B company is vital to understand, throughout the relationship — especially in customer service after the purchase. eMagine has a good article on B2B online marketing tactics for 2014: The B2B Online Marketing Quick Checklist for 2014, and while they mention Facebook and LinkedIn, I think that social media marketing has to be one of the top tactics for any B2B company in 2014 — and that means finding the social networks that make sense for your particular business (which may mean publication or association social networks or even creating your own). Also vital to the success of any social media marketing efforts are being able to track customers throughout the sales cycle — which means a CRM that can be tied to social networks and campaigns and can find customers who are on social networks to know what they’re saying.
