b2b social media

Check Out Upcoming Online Summit April 12 on Social Media for B2B

Date: April 12, 2012                  Time: All day event                  Price: FREE REGISTER NOW

Webcast provider, BrightTALK, is hosting an all day online summit on the topic of "Social B2B" on April 12 where our Founder/CEO, Rob Fuggetta, will be presenting on brand advocacy.

Social media has definitely been the buzz word for the last decade, but what makes it unique for B2B organizations? Does Facebook and Google+ work for B2B and is LinkedIn the best social network to engage professionals? Experts will share their best practices on social media programs aimed at the B2B buyer, social CRM and the important steps you need to take to become a social business.

Some of the presentations include:

  • How Three B2B Companies Are Leveraging Brand Advocates to Drive Sales featuring Rob Fuggetta, Founder/CEO, Zuberance
  • Mastering B2B Social Media featuring Kipp Bodnar, Inbound Marketing, Hubspot
  • The Shift to Social Business featuring Michael Brito, SVP Social Business, Edelman Digital
  • The Secrets of Building Online B2B Audiences with Social Media featuring Quoc-Thai Dang, Demand Generation Marketing Manager, BrightTALK
  • And more!


Webinar Recording: How Box, AVG, and Parallels are Leveraging Customer Advocates

The recording below is from our recent webinar, “3 B2B Case Studies in 30 Minutes: How Box, AVG, and Parallels are Leveraging Customer Advocates to Drive Sales Now” featuring innovative marketers from leading B2B companies. Click here to view the webinar recording on Slideshare.

View more videos from Zuberance

Expert Speakers:

Success Story #1: Box (program live for 3 months)

  • Box has identified a brand army of 51,000 Advocates via email, in-product notifications, Facebook, and their newsletter. 46% of their customers highly recommend Box.
  • Box Advocates have created over 13,800 glowing stories which have generated over 17,000 in-bound clicks from Advocates’ networks.
  • For new press announcements and product launches, Box looks to their Advocates to add the halo effect and to get the social world chatting.

Success Story #2: AVG Technologies (program live for 4 months)

  • AVG has identified 26,000 Advocates mostly via Facebook. 66% of customers highly recommend AVG products.
  • AVG Advocates have created 7,200 positive reviews and rated the product on average 4.5/5 stars which were then posted to CNET, Amazon, Facebook, and Twitter.
  • 4,000 offers were shared by AVG Advocates to their social networks which yielded a 50% response rate.

Success Story #3: Parallels (program live for 4 weeks)

  • Parallels has identified 30,000 Advocates via email and in-product notifications. 66% of their customers highly recommend Parallels products.
  • Parallels has energized Advocates to create and publish reviews on Amazon which boosted ratings from 3.5 to 4.5 stars in two weeks- average of 4.7 star rating.
  • Parallels Advocates shared 4,200 offers with their social networks that yielded a 21% sales conversion rate.

Want to learn more? Download our whitepaper, "The ROI of Energizing Brand Advocates."

3 Case Studies in 30 Min: How Box, AVG, and Parallels are Leveraging Customer Advocates


3 B2B Case Studies in 30 Minutes: How Three B2B Companies are Leveraging Customer Advocates to Drive Sales Now

Date: Wed, Feb 29, 2012 Time: 11:00 AM PST/ 2:00 PM EST Twitter Hashtag: #zuberance

Word of Mouth is the “world’s most powerful sales tool,” according to Nielsen. Today, thanks to social media like blogs, social networks, Twitter and more, WOM is more influential than ever. Forward-thinking marketers are boosting positive Word of Mouth by finding and activating their enthusiastic customers (AKA “Brand Advocates.”) But how do marketers harness the power of social media and Word of Mouth in B2B environments?

Expert Speakers:

Key Takeaways:

  • How to identify and energize your best customers (AKA Brand Advocates)
  • How to generate referral leads and boost sales via Social Media
  • How to lower customer acquisition costs and increase conversion rates and sales via your Brand Advocates
  • How to measure the impact of mobilizing Brand Advocates

Please feel free to share the invitation with your social networks!

P.S. Do you have any burning questions about the best ways to energize your Brand Advocates? Enter them on the registration page and we'll be sure to address them during the webinar.


3 Surprising Facts About B2B Brand Advocacy



50% of B2B customers are highly likely to recommend products/services to their networks.




30% of B2B Advocates recommend the first time they are given the opportunity.


70% of B2B Advocates' contacts respond to recommendations (i.e. by reading recommendations, considering purchasing the product, or clicking through to purchase.)


Source: Zuberance customer advocacy data

Learn "How Box, Parallels, and AVG Technologies are Leveraging Customer Advocates to Drive Sales Now" during our webinar on February 29, 2012 at 11:00 AM PST/ 2:00 PM EST. Register here.

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.

View more videos from Zuberance
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

The Power of B2B Word of Mouth

Need more evidence that Word of Mouth is the most powerful driver of business for B2B marketers? 48% of B2B marketers say half or more of their business comes from Word of Mouth, according to a new Zuberance poll.

We conducted the poll during our September 21, 2011 webinar, “Secrets of B2B Social Media and Word of Mouth marketing.”

-Rob Fuggetta, Founder/CEO, Zuberance

Upcoming Sept 21 Webinar: Secrets of B2B Social Media & Word of Mouth Marketing #B2BWOM

Title: Secrets of B2B Social Media & Word of Mouth MarketingDate: Wednesday, September 21 Time: 11am PST/ 2pm EST

Twitter hashtag: #B2BWOM

Click here to Register now!

As a B2B marketer, are you harnessing the power of social media and Word of Mouth to drive leads and sales?

Register now to attend this free webinar featuring real-world case studies from leading B2B companies like Intuit, Adobe, Microsoft, CDW and more!

What You’ll Learn

  • How to generate referral leads and boost sales via social media and Word of Mouth
  • How to turn Facebook fans and Twitter followers into a powerful marketing force
  • The Do’s & Don’ts of social media marketing involving customer advocates

Expert Presenters

Laura Messerschmitt, VP of Marketing, Outright (@ljmesser)

Laura Messerschmitt is the Vice President of Marketing at Outright, an online bookkeeping solution for small businesses.  Prior to Outright, she spent seven years with Intuit, where she led social media marketing efforts and advocacy programs.   She holds a B.S. in Mathematics (Summa Cum Laude) from UCLA and an MBA from Stanford University.


Rob Fuggetta, Founder/CEO of Zuberance (@robfuggetta)

Rob has more than 20 years of experience in Word of Mouth marketing. His WOM strategies have created marketing success for Apple, Intuit, Norton, and many others. Fuggetta is a frequent speaker and author of the upcoming book, “Energize! How to Turn Fans, Followers, and Enthusiastic Customers into Social Media Marketing Machines.”

Register Now!

How many B2B Advocates do you have?

From the upcoming book, “Energize! How to Turn Fans, Followers, & Brand Advocates into a Powerful Marketing Force” by Rob Fuggetta. Here’s one of the biggest myths about B2B Word of Mouth advocacy:

Only a small fraction – maybe 1% to 5%  – of customers recommend the business products and services they use.

In fact, about 50% of business customers are Advocates, our surveys of business people have found.

The percentage ranges from 24% for a telecommunications services company to 81% for an IT reseller. (See chart below.)

Our polls are not scientific surveys. But the results point to a clear finding: if you’re a B2B company, you’ve got more Advocates than you think.

If you have 100,000 end users, you may have an army of 50,000 highly trusted, influential, and social media-powered Advocates.

What’s the best way to find out how many customers you have are Advocates?

Ask them if they recommend you. It’s that simple.

Read more about what's fact and what's fiction in the world of B2B Word of Mouth marketing here.

-Rob Fuggetta, Founder/CEO, Zuberance

Intuit: Advocate Recommendations are game-changing for us

Laura Messerschmitt, Senior Marketing Manager at Intuit, discusses how Intuit is leveraging the Zuberance Advocate Platform to systematically energize Intuit Advocates at scale.

Questions discussed:

  • What was Intuit's marketing problem? (Beginning)
  • How is Intuit identifying its Advocates? (:28)
  • How is Intuit energizing its Advocates? (1:15)
  • What are the benefits for Intuit? (1:49)
  • Why Zuberance? (2:24)
  • How is Zuberance different? (3:01)

Intuit identified Advocates through newsletters, in-product touch points, Facebook, Twitter, and their private community, the "Inner Circle." They mobilized them to write and publish reviews to Amazon (with an estimated revenue impact in the millions), and to share offers like their "Love a Local Business" campaign, a program that gives out $100K in small business grants.

The Results:

  • Intuit has identified 69% of their customer base as Intuit Advocates
  • 30% Intuit Advocates have recommended the company in the form of writing a review or sharing an offer.
  • On average, Intuit is getting approximately 2.3 in-bound clicks from prospects from Advocate shares. That’s a 231% Recommendation Click-Through Rate (CTR), which is hundreds of times higher than typical CTRs.

Click here to learn more about how to turn your customers into a powerful marketing force.

-Cara Fuggetta, Marketing Manager, Zuberance