B2B Social Media Case Study: How I made $47 million from my B2B blog

b2b social media case study

By Sander Biehn, {grow} Community Member

It’s true.

I helped my company get $47 million in new business through a blog-centered social sales strategy. Here is our story.

Late in 2011, my company, AT&T, put together a new sales team to re-build business relationships with a Fortune 100 company in Atlanta. We decided to take an entirely new approach that heavily favored building relationships through social media. We HAD to try something new.  Our relationship with this client had suffered in the past five years, creating strain between our executive offices. All sales had dried up.

With training from Mark Schaefer and support from our internal team, we began implementing a content strategy aimed at strategic “persons of interest” from our former customer.

successThis created unique new opportunities to discuss and connect away from the heat of the emotion between our companies. Slowly, we saw a thaw and  a major shift in the relationship started. This led to productive conversations about the business solutions that were being discussed in the targeted content.

Inside of 18 months $47 million in brand new business was awarded to AT&T, directly attributable to our social media outreach.

Did that get your attention?

Good. Now let’s cover how it actually worked — a successful social sales strategy.

The Social Sales Strategy

To make this work, we knew from the onset we would have to place exceptional content related to potential solutions in front of them. But what would that content be?  To do this the sales team first looked at available AT&T solutions that were best suited to the customer’s vertical market. There were a total of 10 solutions targeted. We needed to teach our customers about these unique opportunities in a helpful way.

We decided that the primary source of this new content would be AT&T’s B2B blog, called Networking Exchange.

Of course putting content out there was not enough. We also had to let them know it was out there and build an audience. Making sure the content was viewed by “persons of interest” at the client was the next part of the strategy. To do this, we settled on leveraging two social sites that customers most likely frequented: Twitter and LinkedIn.  By placing original content in front of budget owners we reasoned that AT&T would be viewed as a thought-leader and we would not only be invited to bid, but we would be pre-disposed to win these RFP’s.

Tactics

Content —  One initial hurdle was finding exceptional content to put our technology in the right light. The content that existed was targeted at technologists, not business people, and often had too much of an AT&T sales slant. Our new effort needed to be focused more on the customer’s business and discuss their problems in their vernacular.

To better align with this target group, we wrote entirely new posts customized to the customer and their roles. The content was not only approachable and business-focused, it was also personal to help us build relationships and encourage engagement with the authors. No ghost writing. We did the work.

Moving the Content — As Mark Schaefer preaches, content is only powerful if it moves. We needed to build a relevant network.

happensOur first move was Twitter, probably the fastest way to build a network. I first had to connect with Twitter users in our customer base. We used many of the tools covered in The Tao of Twitter to help us find relevant Twitter users and we employed many of these tactics.

I looked to connect not only with customers who had job functions in areas where I believed there was budget for our solutions, but we also targeted industry specialists. Routine engagement with this targeted group included re-tweets and replies to tweets that they sent.  Additionally, when there was positive press about the customer I made sure to tweet that and mention key contacts congratulating them on their work to get on their radar screen.

I also tweeted relevant articles and blogs from the Network Exchange and elsewhere. Finally, I tried to engage these customers with the customized content from the blogs I wrote by not only tweeting it but also asking specific questions related to the content and mentioning the customers and people of interest from Twitter. I received engagement from the customers, who began to ask questions or agree or challenge points we made in the blogs.

I approached LinkedIn in a similar fashion by using well-established methods to find people in our customer base who performed the functions most likely to hold budget for the solutions we were targeting. I then examined the LinkedIn Groups that these people belonged to and correlated the groups between customers to find the groups most likely to have the largest base of potential customers attached. Sometimes these were industry groups or groups associated with the job functions or the even a group dedicated to employees of the customer.

The employee LinkedIn group for our customer had more than 5,000 members. After joining the groups I began to interact there. I joined discussion groups and posed questions and tried to bring in helpful solutions whenever possible. Also, I posted relevant articles and ideas from the industry and even from our competitors. Of course I was sure to post positive news about our customer and mention group members by name if they were involved with the news items.

Occasionally I dropped in our targeted blog content, which also elicited engagement when we asked questions and solicited opinions and ideas.

Results 

The reaction to our authentically helpful content and engagement was palpable. I began getting questions — and then requests to bid for projects — that mirrored the information we were providing on our 10 strategic solutions.

hereThis was an enormous breakthrough. Remember that relations between our companies had been icy and not exactly conducive to business, Our social media presence was changing the relationship with the customer.

We were being regarded as an expert resource and we were building relationships with people from new departments that had been out of contact with us.  They told us our approach was “refreshing” because we were building relationships without bombarding them with phone calls, emails and meetings (like the competition).

The ultimate proof of the power of social media marketing was that when these precious bids came to us, we were no longer outsiders. We had the inside track to win these bids because the RFPs appeared to have been written based on the proprietary information they were gleaning directly from the blog posts I had been putting into the information eco-system.

In less than 18 months from the moment we started our social media strategy, we were awarded $47 million in new business, all of it directed to the 10 target solutions we had strategized from the beginning.

I’d love to hear your comments on our case study in the comment section!

sander biehnSander Biehn has worked in B2B sales at AT&T for the past 17 years. He recently transitioned into a new position helping the sales force integrate social selling.

Illustration courtesy Flickr CC and Flytography

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  • Thanks for this. Great, fact based evidence that “social media Marketing” and “content marketing” works. In a BIG way.
    We could actually exchange names of Mark’s books. “The POW of Twitter” and “Unlock the TAO-ER of Influence”
    Take CARE,
    Al

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  • A great success story! thanks for sharing it. What’s really great about it, is that you really made “social” about relationships and solutions, not about marketing, and saw great success.

    Hopefully your story will inspire others to “do social” the right way.

  • Gary Schirr

    Great article Sander! I hope this gets more people to your blog. You have an important message.

    Remember I was one of your early followers 😉

  • Congratulations Sander…

    Thank you for sharing your outstanding ‘Social Media Case Study’ as a result of the training received from Mark Schaefer.

    (Have bookmarked to refer to as a valuable resource)

  • jennifer lehner

    What is so great about this is that even though ATT is a giant, the methods he used on social media can benefit even the smallest business, in virtually any industry. Great post. I’ll be tweeting it and sharing it. Thanks.

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  • Edward Quarm

    first of all well done,
    I knew a few months age when i put this blog at the top of my blog rolls that it would be insightful,I also now know that relationship building is the key to a long term business,you are an expert in this field,look forward to learning much more form you.

  • Craig Lindberg

    Congratulations Sander! Too often results, even very positive examples like this don’t see the light of day even though they should. Mark has to be gratified to learn this (his fee btw will be higher next time 🙂 but he like many of us is always looking for case study-worthy examples of B2B inbound ROI this definitive especially in a very large corporation, a category that has been slow to embrace and quick to dismiss this new fangled inbound/social/content marketing discipline.Thanks for sharing.
    Cheers!
    Craig

  • Jeff Simmons

    EPIC! Way to go Sander. You’ve proven there really is a pot of gold at the end of the social selling rainbow. Thanks for an inspiring story.

  • To be fair, what got our attention was the $47M number– acknowledged by the author.

    This is a case study between a Fortune 10 company and a Fortune 100 company, whose revenues (at least AT&T’s for 2012) are measured in the hundreds of billions of dollars. I honestly can’t say how big a coup $47M is beside AT&T’s other accounts over 18-months versus the opportunity cost of this project.

    Without knowing the time/budget of the social media outreach team expended on this project, it’s impossible to fully gauge its success, particularly in relation to other forms of lead/NB acquisition that AT&T employs.

    Having said that, I’m always eager for more evidence in favor of social to enter into the canon. While this case study is necessarily short on details, it’s clear that others have picked up on its enthusiasm, which I salute.

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  • A fantastic case study and some great “ammo” to share with some people. The headline of the blog post, I am nominating for “Headline of the Year”. Just more proof that this social “stuff” works, if used properly.

    Like Jenifer mentioned, neat to see a big brand do this, but also smaller brands can as well, if they are willing to put the time & effort into it.

  • uskovic

    Thanks for sharing such a powerful case study. Content marketing is such a hard sell to get the execs excited about it. When there is a successful case study shared, it helps all of us with the value proposition sell in internally. I’d love to hear more about your tactics. This is awesome!

  • Sander Biehn

    Thanks Jeff. My question is how do we activate enterprise business sales in a world to do more of this kind of selling? Do you agree that this isn’t just good for the salesperson, but also for the buyer?

  • Sander Biehn

    You hit the nail on the head, Craig. Too often I see B2B compared to B2C selling. The problem is that everyone assumes the same ROI and metrics apply. While they may, I am trying to cut this down to a simple idea: work a plan and make a sale. The metric is simple: the dollar size of the sale. Do you know of other examples like this? It would be cool to assemble them in some way for those of us working on making B2B Social Selling a reality in our markets.

  • Sander Biehn

    I agree. More case studies are needed in order to get the attention of CMO’s and VP’s of Sales. The interesting thing is that budgets seem to be shifting toward digital and social, but I am not sure the money will be wisely spent if the desired result is not fully understood. I will reach out to you to discuss or find me @sanderbiehn

  • Sander Biehn

    Thanks Jennifer. You are right. I have even used the same tactics to better educate my execs on the power of these tactics as it relates to the sale. It sounds rather tautological, but I like social because it accelerates the rate of information sharing and builds thought leadership.

  • Sander Biehn

    Glad you agree that more POS may lead to more adoption and a better world for both buyers and sellers. I think we sometimes stray from the purpose of sales (selling) when we discuss B2B Social Selling. Do you agree that shifting to case studies like this is a needed additional part of the on-going dialogue?

  • Sander Biehn

    Truth be told that Mark had a lot to do with the title, proving (again) that the human mind is much more powerful than the TitleBot sites.
    Using Social properly is key. The biggest challenge I see is scaling work like this. Any thoughts on that? That is where my passion and work now lie,

  • Sander Biehn

    I have been working in sales at AT&T for 17 years. When I came to Atlanta to revive this customer relationship I took an enormous bet on social because nothing else seemed to be working. You are right that $47M is not the largest sale AT&T made this year. However, the relationship that was built is worth much more. My goal is to scale this and present charts and graphs of success stories next.
    But here’s the thing: I know it will work because I did it…single-handedly. I would enjoy discussing further if you desire. @sanderbiehn

  • Sander Biehn

    Thanks Edward. Relationships are what this is about. But not just a relationship about kids and soccer over a light lunch or round of golf. By proving to B2B buyer that we are people AND thought-leaders we earn a following. What has your firm been up to in this regard? It would be fascinating for me to hear.

  • Sander Biehn

    Yeah! My goal is to spread the word and enhance B2B social analytics with incredible stories. Let me know if I can ever help with your work.

  • Sander Biehn

    Thanks Gary! Your support along the way has been invaluable. We need to stick together on this message because it is important and will ultimately improve our world, I hope.

  • Sander Biehn

    You have understood it perfectly and it sounds like you have been beating this drum too. What have you done to give B2B a relationship slant? It can be very hard and tricky. Being a real person always is!

  • Sander, the biggest difference I see between B2B and B2C
    selling is the length of the sales cycle. Aside from large ticket items (cars, appliances, homes) the vast majority of B2C sales transactions is short. Then look at B2B purchases. So many of them are relation-based which require on-going support and interaction such as cloudware, software, capital equipment, financial services, banking, etc. The reason I point this out is the duration, frequency and composition of the content program required to nurture that lead through from the top of the funnel to the sale is greater and more complex. I’m finding that many companies are simply unaware or remain skeptical
    of the potential of a content driven inbound marketing program. Even when they get beyond I’m hearing over and over a major misunderstanding of the dedicated resources necessary for an inbound program to achieve its full potential. Honestly, it’s daunting so I understand. I like your suggestion of cutting this down to a simple idea of “work a plan and make a sale” because it wraps up the single biggest benefit statement you can make to your stakeholders and influencers to get their attention and interest, like any good content should 🙂 I’d want to make very certain that everyone was on the same page regarding expectations especially the time frame. Then its “go time”!

    I’ve got a lot of case studies including many that earned
    industry recognition. I’ll look among them for ones like yours as well as reaching out to others who may have some they’d be willing to share. I think it’d be great to have a collection anyone could reference especially to make the case with peers and upper mgmt. Then as to a showplace for them, well I’d be glad to host them on my website though I’d need to complete some changes ahead of time. Currently it’s mainly my blog but that’s going to change. If you’d like to discuss further my contact info is here: http://sparkb2b.com/b2b-marketing-best-atlanta/

  • I also worked for a multi-billion-dollar Fortune 100 company and your skepticism seems normal to me. But it is thinking like this that is also depressing innovation in America, at least at large companies. In a mega company, if your idea isn’t worth $100 million it is dismissed. Now in your lifetime, how many $100 mm ideas are you likely to have?

    My former company routinely passed over small innovations with high margin potential in favor of big volume at low margins. It’s like that old Saturday Night Live routine about the bank that makes change. How do they make money? “Volume.” Except this isn’t funny. Companies focused on volume are sub-optimizing profitability and long-term growth by swinging for the fences.

    I think the other thing about this case study that I loved is that Sander was able to differentiate his relationship among busy procurement people through a new communication channel. When was the last time that happened?

  • Holly McIlwain

    Takeaway for me, read the “Tao of Twitter” before making another move. Secondly, encouraged that a 17-year sales veteran, such as myself, has dived into social media and reached such chest-bumping results. Congrats to Sander and the AT&T sales team. I know the feeling oh-so-well and there’s nothing like it.

  • Goosey

    Do you have any examples of the content you produced? What formats did you employ? Videos, infographics, white papers, blog posts etc…

  • Hi Sander,

    Thank you for the favor of your reply. You know, I hope my post wasn’t perceived as that of an “attack dog”– I’m nothing more than an analytical type, and a cautious optimist when it comes to social.

    There are quite literally 100 million tree-shakers out here attempting to generate leads and new business from social, all using similar techniques to those you cited in your case study. So what was the difference-maker for AT&T?

    One commenter suggested that we read “The Tao of Twitter” first. Probably good advice, but seems a bit facile. Another commenter aptly noted this was a B2B and not B2C sale, which will mean different things to different readers.

    For me, the primary difference between AT&T’s strategy and that of the rest of us entrepreneurs…was that AT&T used a shotgun approach to spray Twitter and LinkedIn to win back the business of one (rifle-like) customer.

    Did I miss the mark…?

  • Point well-taken Mark! (I know that joke well…always makes me chuckle.)

    I’ll say this: I’ve never worked for “Corporate America” (only with), so it’s more difficult for me to appreciate the demands put upon Senior Mgmt who work there.

    As co-owner of a successful, national small business for many years, I’ve had the good fortune of being able to instantly implement ideas without levels of interference or delay. I can appreciate the difficulty of turning a “Big Ship” around– particularly when it comes to a marketing tactic like social media.

    I also think your point about “differentiation” is extremely valuable– it’s one I’ve written about frequently in my columns. In the digital world where information is free, we have to find new ways of differentiating ourselves, either by filtering, collating or re-presenting that information (usually into more upscale, higher-quality formats).

    As you pointed out, Sander reached “busy procurement people” through a new communication channel. As we’ve always maintained, social media is just another form of communication, which is why we say, “If someone called you, you wouldn’t dare NOT pick up the phone, right? So what’s the ROI of a phone call?”

    Cheers!

  • Jeff Simmons

    Good question. I think its going to grow in small groups, one at a time.
    Also, as more and more buyers see the value of doing business this way, they will expect more of their suppliers to participate.

  • Absolutely. Thanks again Sander.

  • Uday Menon

    The key is – building relationships

  • Scaling is tough as this stuff takes time/effort/strategy. I am a one man shop and haven’t came to the issue of scale, but it is certainly something I think about. I offer a posting service that can be scaled as I am treating it like a MaaS (Marketing as a Service). It’s in the very early stages, so we’ll see. I may fall on my face with the idea.

  • Sander Biehn

    I can appreciate the treeshaker comment! My approach was super targeted, though. I started by figuring out what we were trying to sell and to whom. Then I propduced content that matched the company and (get this!) the buyer. Then I interacted with that buyer as a person and thought leader. Pretty surgical.

    I applaud your skepticism. I am not claiming victory. I am just infusing a novel metric into Social Selling: dollar value sales. Let’s keep this conversation going. I like your style and I want to replicate this.

  • Sander Biehn

    If you look at AT&T’s Networking Exchange Blog you will find the content. I did written posts and video.

  • Sander Biehn

    My opinion is you need 3 things to succeed: 1. Sales experience 2. Writing skills 3. Social Media skills

    No one is at a disadvantage to make this work. Gen Y’ers can have #2 and #3 but often lack #1. Older workers have #1 and maybe #2, but may lack #3.

    The mind is like a muscle and can always learn new things. I am glad you are inspired. Awesome!

  • Sander Biehn

    Don’t worry about falling down. We are all learning.
    Businesses are so used to the “Plan then Execute” model. We need to build in time to learn to get better.

    Thanks for the good discussion.

  • Holly McIlwain

    My comment that I will read the Toa of Twitter was offered, because I am new to Twitter and I need the help. I’ve read Mark’s blogs for a few weeks and I’m convinced he is my on-line mentor, so thought I should check out his book. What Sander Biehn accomplished was no different than the strategies business development execs have used for years, but the tactics he adopted to social media access is brilliant with measureable gain. The transparency of social media is good for the salesman and the buyer and something it is taking me a while to get used to. The sheer access is something I would have died for 10 years ago. Skepticism is important. When two peeps in business agree, one of them is not necessary. Thanks Y’all.

  • Holly McIlwain

    Sander, one more question. With the transparency of social media, how do you suppose your competitors will react? (to this story and to your teams social strategy moving forward.) I realize that your content was sincere and targeted, but it had to have some sort of spin that someone in the biz would recognize. Am I far off?

  • Well said Sander. There might be one more thing — something intangible and that is an openness to change. So many sales folks want to hold on to the old Rolodex file and never change. A relatively small percentage of sales people embraced this opportunity as you did. You had that extra “special sauce.” : )

  • You have an advantage in your flexibility because you are not a public company. Wall Street depresses innovation because of the demand for quarterly (not long-term) emphasis on numbers. My humble opinion. Stay thirsty my friend! : )

  • If you are new to Twitter, The Tao of Twitter is a very good start. It has helped thousands of people all around the world!

  • Sander Biehn

    Thanks for the kind words Holly! I agree with you. This is kind of selling is good for both buyer and seller. I am bringing that notion to the Colab summit in Atlanta next week. I think this way of working can be expanded to many other areas of business and collaboration.

  • heidicohen

    Sander–Thank you for being transparent about your experience. It shows that social media requires time and engagement. It’s the 80-20 rule of content -20% of your time is spent on content creation and 80% of your time is spent on content distribution. Happy marketing, Heidi Cohen

  • Surgical, yes. I think that’s the right term for your technique, now that I have a better grasp. Thank you for clarifying!

    I appreciate Holly McIlwain’s remark below: social does give us better “access”. It’s so easy and democratic for any two people to begin communication, from pauper to king, from fan to idol, from assemblyline to C-Suite…how vast the potential, right?

  • Not to stray off-topic, but in my field (insurance) we often hear a similar remark: the pressures of Wall Street can wield inordinate influence on some carriers to perform toward quarterly results, to the detriment of other interests (namely, policyholders).

    Meanwhile, “mutual” companies, who are *not* traded on the market, are thought of as the overly-conservative, “boring” ones.

    Go figure…

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  • Brian Connolly

    This is such a misleading title. It wasn’t down to “my blog”, it was a corporate blog. A corporation called AT&T. Dealing with a Fortune100 company. Supported by multiple channels. Hardly the work of one blog.

  • I chose the title for the post. Technically you are correct, it was the AT&T blog. But the blog posts created to support the sales strategy were written by Sander.

    AT&T does a superb job with its content marketing across several channels but Sander truly led this effort single-handedly. Perhaps it would have been more accurate to state “my blog posts” instead of “my blog” but I don’t think in the context of the story or the achievement it really makes a material difference.

    I do accept your point and agree the headline could have been more precise. Thank you for commenting.

  • For the record, I totally disagree with that stat (that seems to be gaining momentum on the web). I think it should be the other way around — 80% creating something great and 20% promoting it. I can’t imagine spending 4X the time promoting what I do versus writing it in the first place. If you focus on insanely great content instead of insanely aggressive promotion, you will be more likely to get the inbound pull. My two cents.

  • rhonda hurwitz

    I love this post! It was so rich in ideas, with a B2B blueprint that will work in any vertical.

    I wonder it the management of any company considering embarking on this strategy will see “18 months” and have the stomach for the long game. (not that there’s any choice … what’s the alternative).

  • rhonda hurwitz

    one of my B@B client’s is very rooted in the old “rolodex” traditional sales methods. Your post has me considering how I can coach them to do what you did. I feel like I am standing at the base of Everest … but thank you for the vision!

  • I think that is THE question Rhonda! Cultural adaptation.

  • Sander Biehn

    Definitely! It is inspiring. That is why I choose to work in this fashion.

  • Sander Biehn

    Rhonda, I agree the journey may seem long to management. I saw results of the approach inside the first 6 mos. in the form of soft metrics like impressions and new social interactions. But the main metric needs to be a sale. I think if I were selling this approach, I would remind the decision maker of that. Buying a new social platform or a training suite will have a much more nebulous ROI in comparison. Do you agree or what do you think?

  • Sander Biehn

    Point taken. It is true that AT&T has a great brand name, but the solutions sold to this client rest firmly in the “I didn’t know AT&T did that” bucket. For me the magic occurred when my words which were targeted at my customer’s problem set were acknowledged and we began a different dialogue from what we were both used to.

  • Sander Biehn

    Heidi, Thanks for comment. Social engagement demands time and intelligence. For me, it is the equivalent of being on a sales call that has met an Einstein-ian time machine so the conversation is protracted over a long period…just like my tardy response to you! Our conversation will continue as long we are helping, inspiring and challenging one another. It is no different with a customer. I think marketing copy will need to become more customer-specific in the coming years to support this. Do you agree?

  • Sander Biehn

    Holly, sorry for the late reply. I think that if every competitor took up this approach it would be a more efficient market for everyone…reducing sales overhead and cost of selling/marketing. I was talking to my customer about this on Saturday. They have no time anymore to evaluate vendors the old-fashioned way. She said “the vendor who is the easiest to do business with will win”. To me that means providing her with the information she needs first and allowing her to tie that back to my company. Customers know when we are spinning our story and this only serves to frustrate them as they try to make an unbiased decision. My mantra it to help the customer. I know my company is in business for a reason and we will win our fair share of the deals.

  • Sander Biehn

    Thanks Mark!

  • rhonda hurwitz

    great comment … link is broken, FYI, Craig …

  • rhonda hurwitz

    I absolutely agree, Sander. I am an inbound marketer, thru and thru. Conversion to sale is the bottom line metric that matters … and as you point out, you can tease out some insights on “progress” from softer metrics along the way.

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  • Best ROI story I’ve read in sometime.

    A wonderful example of what I call “Listen and Love” or “find out what they want and see that they get it” thinking.

  • Sany Colen

    How about calling the decision maker and inviting them to a braves game? Buy the beers and you’re back on the RFP list. 18 days vs 18 months. Fun post though, tweets saved the day!

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  • Lisa Hanson

    Brian, I don’t disagree with your comment, but if it’s true (what the author is saying), I’d love to understand how it flowed from blog to negotiation… to sale. I’ve read it and still don’t see it. But it’s got my attention!

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  • “content is only powerful if it
    moves. We needed to build a relevant network.”
    I absolutely love this statement!
    The post is so loaded in ideas, plenty of fantastic tips and very alive conversation about B2B.

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