1. November 15, 2016
#B2Better
The CMO Guide to
Rocking B2B
Social Media
How to Create a Social Business
from the Top Down

2. #B2Better
Robyn Showers
Director of
Content
Marketing,
Tracx
Moderator
Jason Jue
Chief Marketing
Officer, Triblio
Panelist
Nick Panayi
Head of Global
Brand & Digital
Marketing, CSC
Panelist
Jenifer Kern
Chief Marketing
Officer, Tracx
Panelist

3. Agenda
1. The Big Myth About B2B Social Media
2. The Social CMO’s Role
3. Advice from the Experts
#B2Better

4. The BIG MYTH About B2B
Social Media
#B2Better

5. “My customers aren’t
using social media to
make business
decisions.”
#B2Better

6. Actually…
They are.
75% of B2B buyers have been
influenced by information they
found on social media.
Source: American University
#B2Better

7. 720 new social media
mobile users
1300 blog posts
56,000 Instagram
photos
360,000 tweets
1.7 million Facebook posts
2 million YouTube video
views
4.2 million Snapchat views
5.6 million Facebook video
views
SOCIAL MEDIA MINUTE
IN A
#B2Better

8. B2B has a smaller potential customer base, a higher average
price point, and a customer decision funnel that is more
influenced by word of mouth and reputation.
Turning your customers into advocates and marketers on
behalf of your brand pays off a lot more when you’re selling
$10,000 pieces of manufacturing equipment, than it does
when you’re selling $3 cans of Pringles.
— Jay Baer
In fact, social media can be MORE
transformative for a B2B company than a
B2C company.
”
“
#B2Better

9. The Social CMO’s Role
#B2Better

10. 30% of CMOs will be fired in
2017 for lacking the skills to
achieve digital transformation
and create social businesses
Source: American University
#B2Better

11. 3 types of Social CMOs
1. Traditional Taylor
Inherited social, but not comfortable with it. Needs help seeing the value and
getting started.
2.Savvy Sarah
First adopter with social. Knows her customers today are social-enabled and
wants to more deeply ingrain social into her organization.
3.Boxed-In Blake
Social is working fine in marketing, but it’s not a focus nor is it well-integrated
in other areas of the business.
3 types of Social CMOs
#B2Better

12. What are some ways B2B companies can (and should)
use social media?
B2B Use Cases
#B2Better

13. Awareness. Manage expectations and find your internal champions. Start at
the top (CEO) to gain buy-in and work down/out from there.
Adoption. Training and facilitating cross-departmental collaboration.
Advocate for social beyond Marketing’s walls — Sales, HR/Culture,
Recruiting, Security, Customer Service, and more.
Analysis. Don’t let social data go to waste. Tap into data for all kinds of
actionable insights.
Accolades. Share small and big wins. Communicate successes and tell your
stories to weave social into fabric of your business.
How to Build an A+ Social Business
#B2Better
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14. The time is now — social
media is only going to
grow in importance.
Lead your company to
success!
#B2Better

15. Ask the Experts
#B2Better

16. Ask the Experts
Nick Panayi
Head of Global Brand &
Digital Marketing
#B2Better
Social Success Story
"Extreme” social makeovers for SMEs, decision
maker social forensics, and targeted social
outreach in support of multi-million dollar sales
pursuits
How I Did It
• Built innovative Pursuit Marketing function
• Strong buy-in and collaboration with strategic
sales
• Showing social tools in action, when a
salesperson is at their most attentive (in pursuit
of a year-making deal)
How I Use Social Media Today
Social for pursuit marketing; brand and
campaign amplification; tracking and analytics;
and “scaled but personalized” outreach
Best Advice to B2B Marketers
Social is NOT a lead generation tool. It’s a
relationship and credibility-building tool, that can
eventually help you get a seat a the table

17. Ask the Experts
Jason Jue
Co-founder &
Chief Marketing Officer
#B2Better
Social Success Story
• Top 5 B2B Marketing Social Influencer Brand*
How We Did It
• All involved, not automated
• 1:1, not 1 to many
• Corporate feeds: Anybody can write
How We Use Social Media Today
• Branding: ecosystem engagement
• ABM: Identify & engage stakeholders
Best Advice to B2B Marketers. Social is:
• Best contact database
• Most efficient attention grabber for sales
• Measure engagement, not conversion
*Onalytica

18. Ask the Experts
Jenifer Kern
Chief Marketing Officer
#B2Better
Social Success Story
Convincing a multi-generational team of
Recruiters, Sales Reps, and Operations
employees to get active on social to expand
digital footprint, brand awareness, and generate
leads + trust.
How I Did It
• In small steps, so as not to overwhelm
• Making it “optional”
• Illustrating personal success they could
achieve and impact on our business
• Workshops and 1-on-1 guidance/support
• Social Media Task Force
How I Use Social Media Today
• To engage in relevant and timely dialogue
related to current events
• To humanize our B2B brand and make it fun
• Paid advertising, boosting

19. Ask the Experts
Nick Panayi
Head of Global Brand &
Digital Marketing
CSC
Jason Jue
Chief Marketing Officer
Triblio
Jenifer Kern
Chief Marketing Officer
Tracx

20. Thank you!
#B2Better

21. Curious About Tracx Social
Media Software?
#B2Better

22. Appendix
#B2Better

23. Appendix #B2Better

24. Maersk Line — Current Events #B2Better

25. CBRE — Humanizing your brand #B2Better

26. GE — Incorporate whimsy #B2Better

27. GE — Make “boring” topics interesting with content #B2Better

28. AMEX — Focus on the customer #B2Better

29. Tracx — User-generated content #B2Better

30. Cisco — Participate in trends #B2Better

31. Novartis — Showcase volunteerism #B2Better

32. Intel — Attract hires with employer branding #B2Better

33. HubSpot — Use social for lead generation #B2Better

34. Tracx — Engage one-on-one #B2Better