Social media is a critical component in the B2B technology buying process. Buyers are increasingly turning to user-generated content and online recommendations to help make purchasing decisions. B2B technology marketers must leverage the power of social media to better meet the needs of potential buyers and build lasting business relationships.

This white paper will present new methods and approaches to address the challenges of incorporating social media into B2B tech marketing, and will:

• Define a process for expanding the use of social media by B2B technology marketers beyond limited tactical goals
• Provide a strategic framework for integrating social media into overall marketing plans in order to increase value
• Provide a prioritization approach and recommendations for the integration of social media into technology marketing efforts
• Discuss how to convey the value of social media to senior business managers
• Illustrate concrete success stories of the use of social media across three key areas of the marketing funnel:
• Thought leadership and engagement
• Awareness and demand generation
• Deepening customer relationships and loyalty