FROM THE EDITOR
The relationship between B2B marketing and social media can often be a mismatch like trying to force a square peg into a round hole.
We marketers have a long history of direct product and services messaging aimed at the end of the buyer’s journey and social media’s intent is to develop professional, mutually beneficial connections before a need to buy exists. Yet how often do we accept a connection invitation only to immediately receive an auto-generated sales pitch? This mismatch is not going to resolve itself. It is up to us B2B marketing and sales professionals to transform how we use social media platforms.
In this edition of our newsletter, we offer some advice on how to develop, or re-set, your B2B social media program for effectiveness. And we offer some thoughts from Abby Sorensen, our editor at large, on how to close the gap in understanding between B2B content marketing and sales.
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Thanks for reading - Perry
Chief Editor | Follow Your Buyer