One of the biggest challenges B2B marketers face is measuring the success of social media marketing.
Oktopost’s Daniel Kushner believes his company can help. On a recent Rethink Podcast, he discusses how to use social media to convert more B2B leads.
Today’s modern marketer needs to connect the dots between Tweets and MQLs. However, many B2B marketers are stuck in the rut of thinking about social media as just a top-of-the-funnel tactic, or they’re too caught up with surface-level metrics such as how many followers and friends they have.
There is too much money at play just to be content scheduling a bunch of tweets, posts, and updates. More than $5.4 billion was spent last year on social media marketing. But 34% of marketers claim tying social to business goals is a challenge, according to Simply Measured’s 2016 State of Social Marketing Report.
In this episode of the Rethink Podcast, Act-On CMO Michelle Huff interviews Daniel Kushner, co-founder and CEO of Oktopost. They discuss how B2B marketers are using social media to convert more leads, what marketers are doing right and wrong on social media, the differences between B2C and B2B social media marketing, and how to encourage your organization’s team members to becoming your social advocates.
Enjoy the conversation, and we hope you can get one or two takeaways that you can bring to your business.
Michelle Huff: Daniel, thank you so much for joining us today. Can you introduce yourself, and tell us about Oktopost.
Daniel Kushner: I’m one of the co-founders and CEO of Oktopost. We like to call ourselves the only B2B social media management and advocacy platform. Basically, Oktopost is a platform that is used for managing, scheduling, and measuring social media content. And, as we’ll get in this discussion today, we very much focus on the B2B aspects of social media because we see this as a very unique and special market when it comes to marketing and especially social media marketing.
Michelle: I couldn’t agree more. And it’s interesting just even talking to people in the B2B space, because I think people approach social media differently depending on where they’re at in the adoption curve, and how they think about it and their own buyers. Since you talk to a ton of B2B marketers, from your point of view what are people getting right about marketing on social media today? And on the flip side, where do you think they’re falling short?
Daniel: Social Media is very different for every company. Because on social media we’re kind of opening up ourselves and being very honest with this non-corporate talk, if it’s about employees, work environments, products, releases, etc. And when we look at our customers, some of the things they might not be doing as well as Go to the full article.
Source:: Business 2 Community