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B2B Fast-Track to New Media Success by Designated Editor

It’s true: Most new media successes stem from B2C. And so many B2Bs seem lost. Designated Editor’s Suzanne McDonald offered a fast-track for B2Bs in this presentation, requested by Swissnex Boston and hosted by the Cambridge Innovation Center.

B2Bs & social media: Where we’re at

“Ninety-two percent of prospects almost never book a meeting from a cold call or email.  In 2012, rather than make cold calls, sales executives will first seek connections through social media networks, and then increase response rates with warm introductions.” –  UNC’s Kenan-Flagler School of Business, reported by Mashable.

Social Media Reality-check

AdAge recently reported:

“Although few CMOs will admit this, social media costs less to execute on a per-impression basis than TV, print, and radio. But the organizational cost – both the number of people needed to execute these programs and the changes to corporate culture – can be significant.”

Stage 1: Get your website together

Key components: WordPress, themes, usability & identifying with your audience

Tools: Keywords (Google Keyword tool) and use them in the right places (titles, meta & content)

Remember: Search is increasingly becoming more about social  (Google Alerts)

Stage 2: Blog & email

Key components: Blogs enable you to demonstrate thought-leadership, brand personality; brand all of your experts as experts, not just the CEO

Tools:  Editorial Calendars should include trade shows, industry news, client questions, processes; make it multimedia; leverage blog to feed email

Remember: B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever

Stage 3: Social integration: Optimize profiles & content for you & team

Key components: Reserve brand profiles across platforms, determine which social platforms make sense, based on your audience

Tools:  LinkedIn use verify leads, connect, community; Twitter enables fast engagement, use hashtags, SlideShare = decision-makers; YouTube #2 search engine; Wikis, PitchEngine/HARO, Zemanta, Podcasts, Meetup, Facebook, Pinterest, Quora, Google+ (too many to bold)

Remember: You don’t have to be everywhere, so focus on your audiences and where they are

Stage 4: Measure & refine

Key components: Know what’s working & what’s not: Refine & adjust

Tools: Facebook Insights,, Klout, Google Analytics

Remember: You won’t know until you try & each brand is unique (or should be), so there’s no 1 size fits all

Designated Editor is working on “B2B New Media Success Guide” eBook & would love to feature your tips. Please share in the comments & be sure to comment on anything we’ve overlooked.

Many thanks to Swissnex Boston and the Cambridge Innovation Center, looking forward to seeing you again soon!

Here’s to helping B2Bs succeed via new media!

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About Suzanne McDonald

Former journalists, Designated Editor engages with your audiences, wherever they may be.


  1. very good post, i certainly love this website, keep on it

  2. You must engage in a contest personally of the highest quality sites on the web. I will suggest this site!

    • Wow, what a compliment, thanks so much. I initially started to help share what I was learning about SEO and social. After a few years, we’re not only sharing highlights and new information from conferences, but trying to help pull the big picture into focus as well. Happy to answer questions as well …

  3. you’ve gotten an awesome weblog here! would you like to make some invite posts on my weblog?

    • Thanks for the compliments & for taking the time to comment. Sadly, my plate is fairly full these days, so I likely won’t have time guest post. Be sure to let me know any follow-up questions …

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