Webinar Recording: Secrets of B2B Social Media & Word of Mouth Marketing #B2BWOM

Below is the recording from our recent webinar on "Secrets of B2B Social Media & Word of Mouth Marketing" during which top marketers with a breadth of experience running B2B marketing shared social media success stories from brands like Intuit, Adobe, Microsoft, and CDW.

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Speakers:
Key Takeaways:
  • Only 5% of Chief Marketing Officers rate their companies' online marketing performance as excellent.
  • B2B marketers say their top challenges are generating more leads, reaching decision makers, and improving lead quality.
  • One of CDW's best marketers and salespeople is "Hard-core" CDW Advocate, Justin Dorfman.
  • 83% of online consumers say online reviews influence their purchases.
  • Intuit found that Advocates love to share new product information before the public launch (beyond just discount offers.)
  • Companies can double their conversions by putting Advocate-generated recommendations on product pages.
  • 80% of Intuit's sales are driven by Word of Mouth.
  • Brand Advocates are your secret B2B marketing weapon- 90% of buyers trust Word of Mouth vs 14% trust ads.
  • Advocacy best practices: 1) Don't pay your Advocates. 2) Make Advocate/Word of Mouth marketing part of ongoing marketing mix. 3) Scale and track advocacy programs.
  • How to identify Advocates: Ask them The Ultimate Question, "How likely are you to recommend our brand/product to your friends and colleagues?"
  • Build your brand army by identifying Advocates across touch points: Email, website, call center, product page, social media, packaging, etc.
  • Advocates recommend because they've had a great experience with your brand/product and they want to help others.

We also conducted a poll during the webinar and asked the audience, "How much of your business comes from Word of Mouth?" ANSWER: 48% say that 50% or more of their business comes from WOM. (See results below.)

Make sure to download our "Top 5 Myths of B2B Word of Mouth" whitepaper.

-Cara Fuggetta, Marketing Manager, Zuberance