Having coffee with fifty people is a great way to get input for a new project, startup or career move. I first wrote about the fifty coffees idea in Inc Magazine and it was based on an insight from Silicon Valley investor Mark Suster. Personally, I’m a bit shy so meeting fifty new strangers was a great project for me.
Last year, I wanted to immerse myself in London’s design and innovation scene so I had coffee with fifty people working in the industry. I learned a lot from their advice and even more from the questions that they asked me. I asked them about the future of innovation, design thinking and how different companies are adapting to social media. It was also a good excuse to check out some new cafes for my coffee blog the Coffee Hunter.
I wrote ‘Tickle: Digital marketing for tech companies’ primarily about B2B companies because they have unique challenges in managing their reputations online and reaching business customers. Dr Ross Brennan was kind enough to write a foreword to the book which has now been included in the latest edition. I’ve also reproduced it here as a guest blog post. Enter Dr Ross Brennan…
Getting a social media programme started for a professional services firm is surprisingly hard. My book Tickle: Digital marketing for tech companies is focused on technology businesses but professional services firms have many of the same issues as B2B tech companies (who are often selling consulting along with their software). I love helping other consultants with social media because I’ve met so many people who come across so poorly online, even though they are great in real life
Strategy consultants usually already have a social strategy but the gap is in implementation. The most common problem for product businesses is a lack of strategy and clarity. These are less of an issue for public relations and business strategy consultants whose stock in trade is strategic thinking. But somehow these firms still struggle with their own social media activities.
Too many social media professionals don’t understand how to market to a cynical business audience. They get lulled into a false sense of security because many B2B (business-to-business) sales look just like B2C (business-to-consumer) sales. After all, we’re all people. But really hardcore B2B marketing (to large, unsexy, enterprise clients) is a whole different ball game. Really serious businesses have long and complex sales-cycles involving multiple decision-makers and even a formal “business case” for your product.
A good B2B Social Media Book would have lots practical examples from unsexy industries and be grounded in rigorous business strategy. I’ve been working on the book to bring together the best of the marketing industry’s knowledge on enterprise scale B2B social media.
A lot of the techniques and tricks are simply a digital update of old-school sales tools from companies like IBM, Oracle, Cisco, Siemens and General Electric. B2B social media should be years ahead of B2C, because of the long-standing appreciation of the importance of personal relationships. But it’s not. Continue reading B2B Digital Marketing Book