How To Use Consumer Knowledge To Drive B2B Social Marketing

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Insight from Worldwide Partners Inc. B2B Social Media Experts around the globe.

The world’s largest network of independent marketing communications agencies, Worldwide Partners, Inc. (WPI) with 87 agencies in 54 countries, representing $3.4 billion U.S. in capitalized billings, recently asked several of its B2B partner agencies, Wächter & Wächter Worldwide Partners, Germany; Godfrey, Pennsylvania; Traction Creative, Canada; and Carton Donofrio & Partners in Baltimore; WPI to offer insights on how to maximize B2B social media marketing by using consumer knowledge.

Go With Goals.
Ingrid Wächter-Lauppe, Wächter & Wächter Worldwide Partners, stresses the importance of defining the goals of a B2B social media campaign. “Define your goals. Define your target group, then find them and listen to them. And be sure to define the measurements you’ll be using.”

Wächter-Lauppe goes on to explain the choice of B2B social media differs from B2C because of the need to create trust with the right content. “The B2B buying cycle is long and complex in comparison with most B2C cycles, “ she says. “To gain and retain trust is key and the social media recommendations are different. Facebook is less important. LinkedIN, Xing, Blogs and Forums as well as Youtube are better for reaching goals like thought leadership, improving SEO rankings, creating web traffic, getting feedback and lead generation.”

“As part of your goal setting, remember to integrate social media in your business plan and strategy,” Wächter-Lauppe concludes.

Branding Is Better.
“Invest in the future and help position your organization in your audience's mind,” states Jeff Lucas, of Traction Creative. “If you are not actively doing it, your audience may still have perceptions—but they may not be favourable.”

“Start by determining where your audience is spending their time online and where they are engaging in conversations,” urges Andy DeBrunner, of Godfrey. “Listen to what they have to say by monitoring those conversations, then begin participating as a valued member of their community.

Sell To The Individual.
“In all B2B communications, it’s important to recognize that, in the end, we are selling to people – not entities,” urges DeBunner. “Create emotionally-driven messages to reach that individual within the business,” he continues. “It pays off to go beyond sterile, company-centric messages. Communicate one-on-one using specifics as in segmented email campaigns based on specific browsing behaviors.”

Invest And Test. “It’s important to assign people, budgets and time to B2B social media,” asserts Wächter-Lauppe. “And along with resources, you need to empower your employees to make it a success, even as you allow yourself to be patient with these efforts.”

“Extensive testing and measurement will allow you to dive deeper into individual behavior,” states DeBrunner. “Examine multiple points of contact; connect Web analytics to the marketing program to monitor on-site behavior generated by each tactic. Use surveys to clarify buying behaviors. Use marketing-automation technology as in real-time data mining to enable personalized offers.”

Lucas says, “Test different messages within each campaign. Programs tend to be smaller in scale and organizations can test different messaging to determine which tone generates a better lift.”

Make It Multiple
“Market through multiple channels,” says DeBrunner. “Consider social communities, smart phones and the like.”

Although there are many who make assumptions about what B2C can teach B2B marketers, Jamie Rice of Carton Donofrio & Partners, explains that B2C marketers can learn a lot from their B2B colleagues. “B2B marketers have always had to deal with multiple message channels, influencers and complex decision processes. That discipline of looking at the whole decision process and multiple influencers is something that needs to be translated to the way consumers are buying (with peer influence and checking experts—like B2B marketers have always done).”

About Worldwide Partners, Inc.
Worldwide Partners, Inc. (WPI) is the world’s largest owner-operated advertising and marketing communications network made up of 87 agencies employing 3,900 people in 141 offices located in 54 countries across Asia, Africa, Europe, Latin America, the Middle East and North America. Based in Denver, Colorado USA, WPI is owned by the partner agencies that make up the network. WPI exists to explore and capitalize on global business development opportunities with multinational clients for its partners and to act as a hub that harnesses the creativity, local expertise and resources of the agencies in the partnership and apply them to solve problems for clients on a local, regional and international basis. This allows partners to expand their existing client relationships geographically and to compete effectively for international new business. Clients gain access to best-in-class, entrepreneurially driven agencies steeped in local knowledge in all markets they engage WPI shops. WPI’s partner agencies manage $3.4 billion in worldwide advertising expenditures. For more information, visit
About Carton Donofrio & Partners
Carton Donofrio Partners is a 50-year-young, communications firm in Baltimore. We’re a unique group of people obsessed with simplifying complex marketing challenges for brands that involve “considered-purchase” decisions. Our primary areas of expertise are in the education, financial services, building products and well-being market sectors. To this end, we use anthropologists to gain a deeper, more intimate understanding of who our clients’ customers are, how they act and what they want. Our fully integrated agency is a member of Worldwide Partners, which enables us to work seamlessly with 87 independent agencies in 54 countries around the world. For more information, visit or call 410.576.9000

About Godfrey
Godfrey is one of the leading B2B marketing agencies in the United States. Godfrey offers research, strategic consulting, brand management, digital marketing strategy and execution, advertising, public relations, digital marketing solutions, lead management, measurement and the ability to implement cutting-edge technologies. For more information about the spectrum of services Godfrey offers, please visit the company website at

About Traction Creative
Traction is a full-service, creative communications firm providing advertising, design, online, social media, brand activation and other marketing services to companies from a wide range of industry sectors. Since 1995 we have earned a reputation for strategic thinking, creative excellence and forming strong relationships with clients and suppliers. We are independently-owned, and located in the heart of Yaletown in Vancouver, Canada.

About Wächter & Wächter Worldwide Partners
Waechter & Waechter Worldwide Partners is one of the leading owner-managed MarCom agencies in Germany: Integrated, international, innovative, interactive, strong ideas, strong implementation, whose basic philosophy is to create marketing  and communication solutions that create business for their clients. The Waechter & Waechter group offers research, strategic consulting, brand management, digital marketing strategy and solutions, identity & design, advertising, PR and events and media planning and buying to global players and hidden champions mainly in B2B in close cooperation with its partners within Worldwide Partners, Inc. For more information please visit:

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