Posts Tagged ‘B2B’

How British B2B companies use social media: Anglo American

Wednesday, July 24th, 2013

This is the first in a series of posts looking at how some of Britain’s biggest B2B companies are using social media within their organisation. 

Anglo American Logo

In January 2012 the British mining giant announced via YouTube it would be entering the world of social media to “have conversations with people” and “to show what we’re about.” What does this actually mean though?


On Facebook almost every post features a high quality image and a question. Each post offers a nugget of information related to the mining industry and appears to be pitched perfectly for a Facebook audience where many fans of the page may have a passing interest in the mining industry without having great technical expertise. Did you know Metallurgical coal is primarily used in the steelmaking industry, making such items as cutlery?

2013 mobile adoption statistics for B2B marketers

Friday, June 7th, 2013

Lists. There are plenty of them on the internet and I wanted to jump on that bandwagon. This one is specifically intended to show you just how important mobile is going to be (and is already) for marketing purposes. Business to consumer brands are well down the path of adopting mobile technology already and now it is time for B2B companies to make the change too.

  • Mobile internet use accounts for 15% of all internet traffic (Readwriteweb)
  • This is predicted to rise to 30% within 18 months (Readwriteweb)
  • Globally, 21% of mobile phones are smartphones, which presents huge growth for future mobile internet use. (Readwriteweb)

The best examples of B2B firms using Pinterest

Monday, May 27th, 2013

Pinterest Header
There are many great examples of businesses using Pinterest with great success. One need only to look at the major US retailers such as Walmart, Target, Walgreens and Home Depot to see how to do it well. While Pinterest might not have such a direct win for B2B firms using it (few B2B purchasing decisions are likely to be made off the back of a repin), there are still some big B2B firms using Pinterest to great effect.

General Electric

Ok, calling General Electric a B2B firm is like calling Leonardo Di Vinci a scientist; it is accurate but it doesn’t tell the whole story. GE work in both B2B and B2C fields and their Pinterest boards reflect this. They share fascinating, insightful content that inspires and educates Pinners while helping to reinforce the GE brand.

Seven steps to ensure your B2B website goes completely unnoticed

Friday, April 26th, 2013

In contrast to our usual helpful and informative selves, we thought we’d put a slightly different spin on things for this post. Read on and you will learn how to fall into the key traps of B2B website development thereby ensuring that you fail to attract the attention of customers and prospects alike.

1. When developing a website that is destined to perform poorly, it’s important to get everything wrong from the outset so let’s start with the brief. Key to this part of the process is avoiding the use of phrases such as lead generation, conversion and return-on-investment. This is important as the best briefs for websites that deliver little or no impact, unsurprisingly, avoid clear objectives and meaningful metrics from the off.

Does inbound marketing really work?

Wednesday, March 27th, 2013

Read any marketing blog at the minute and you are likely to find some mentions of inbound marketing. It is considered by some to be the buzzword of the moment and many are rightly asking if it really works or is it all hype? That issue was resolved in January when the results of an MIT Sloan MBA student completed a research study on the ROI of using HubSpot, the all-in-one marketing software.

Read the full report here or check out the highlights below. Click on the images to enlarge them.

Inbound marketing increases leads through websites

Leads from website since using IM

One of the headline statistics from the report was this: 92.65% of survey respondents had seen an increase in leads from their website since using inbound marketing.

As many corporate websites are little more than online brochures, it is obvious that there are a great deal of businesses who could be generating more leads through their website.

Inbound marketing significantly increases leads through websites

How much have leads from your website increased smallUsing inbound marketing is not just a way of increasing leads, it is a way of generating a significant increase in new leads.

56.33% of respondents to the survey said that inbound marketing had resulted in a 50% increase or more in leads generated through their website; 38.37% of respondents saw leads increase by 100% or more!

Inbound marketing increases lead to sale conversions

Not only does inbound marketing methodology produce more leads for your sales team to contact, it also helps to convert leads to customers due to the process of lead nurturing.

41.5% of respondents noted that they have seen an increase in sales for nurtured leads
versus non-nurtured leads. The process of lead nurturing helps to educate and persuade potential customers so that when they are ready to buy, your business is the one they trust and turn to.
Change in rate of leads to sales conversion

Leads will increase quickly

When did you first start to see an increase in leads
Over 65% of HubSpot customers surveyed saw the number of leads generated increase within three months. Almost one fifth of respondents didn’t even have to wait that long and reported that leads increased within one month of starting inbound marketing using HubSpot.

B2B vs B2C

Survey profile


The firms included in the study were predominantly B2B with just over a quarter of those involved being B2C.

Is the hype justified?

The findings from this study show that inbound marketing using HubSpot software increases leads as well as lead-to-sales conversions, and it often does so within three months.

If leads and sales figures aren’t enough to convince you, consider this: 84.32% of customers overall agree that HubSpot has helped them reach their marketing goals, while 32.30% within that group “Strongly Agree” with the statement.

By Martin Broadhurst

Six great examples of B2B companies using social media

Monday, March 25th, 2013

Social media provides a valuable set of tools for B2B marketers. Here are some of the best examples of B2B firms utilising social media across a range of business activities.


Hubspot twitter profile

If you’ve ever searched Google for email marketing, social media marketing, SEO, lead generation or almost any other aspect of digital marketing, you are quite likely to have discovered HubSpot’s content. They are masters of content marketing. Pushing out eBooks, webinars, checklists, toolkits, blog posts and slideshows by the bucketload.

Lead generation with social media

HubSpot utilises social media channels to distribute their content for the purposes of lead generation for their inbound marketing campaigns. Calls-to-action, landing pages and high quality materials ensure that they add large volumes of leads to their marketing funnel, each of which can be tracked by source – even down to the individual tweets. Learn more about how to use inbound marketing in your business.


Executives are often compelled to ask what social media has delivered in terms of revenue whilst missing the additional benefits it can bring; Boeing executives are not of this breed though.

Early adopters

Boeing’s use of social media really kicked off in 2005 when Randy Baseler, then VP of marketing (now retired), set up Randy’s Journal. It gathered 500,000 visitors in the first two years online with a strong and active community of employees and enthusiasts alike. Since then, Beoing’s social media usage has increased, with social media playing a significant role in the digital marketing and stakeholder engagement strategy for the Boeing 787 Dreamliner (see the video below for more details about that).

Social media newsroom

Boeing look to use social media to engage a wide range of stakeholders – media, customers, shareholders, aviation enthusiasts, etc – with exclusive content that would only ever be available through the company. For Boeing, social media offers a chance to take control of the media output and become their own newsroom.

At Farnborough International Airshow 2010 Boeing created their own microsite which produced news articles throughout the event. Todd Blecher, Communications Director at Boeing, stated: “We attracted 103,710 visitors who made more than 225,000 visits and 222,300 views of our videos. That was remarkable for us. I’m very proud of that effort.” In short, it was a runaway success.


Peddinghaus are manufacturers of structural steel fabrication machinery. Structural steel fabrication is not a glamorous industry (trust me, I worked in it for five years) but Peddinghaus Corporation has embraced the latest digital marketing trends by establishing themselves with a large, active and very visible presence on YouTube and Twitter.

B2B video marketing

Peddinghaus offers a good example of what can be achieved when a manufacturing business takes online marketing seriously. Since starting to utilise YouTube two years ago, Peddinghaus has gained over 28,000 video views on their channel. Videos range from basic product demonstration videos through to a series of short case studies showing you the benefits that utilising Peddinghaus equipment can bring to a steel fabrication company.


One business that has completely embraced social thinking throughout the corporate structure is IBM. Where as many businesses use “social” as a marketing activity, IBM has turned itself into a social business.

Creating a social business

Transforming a business into a social business requires more than simply getting all the employees on to Twitter and LinkedIn. It isn’t just about engaging with customers through blogs or online communitities either. Becoming a social business requires social thinking to be embraced for internal communications as much as external communications. As IBM puts it, “When you inspire your workforce to innovate and collaborate more productively, you create tangible business value.”

The presentation below details how IBM transformed from a traditional business into a social business over the past 20 years.

IBM Social Media Marketing from Tiffany Winman


Cisco has been “doing social” for some time now. In 2010 it published the Cisco Social Media Playbook: Best Practice for Sharing (embedded below) which details how Cisco intends to use social media including the four steps of their social strategy: listen, plan, engage, measure, and they have a section of their website dedicated to social media activity.

Reducing costs with social media marketing

One of the most compelling early cases supporting social media marketing came from Cisco back in 2010. When it launched a new router exclusively through social media, the results were astonishing: nearly three times as many press articles as with traditional outreach methods; 9,000 people attended the social media product launch event – 90 times more attendees than in the past; one-sixth the cost of a traditional launch.

The campaign won awards and saved the business over $100,000 compared to a traditional product launch. Impressive results by anyone’s standards.

  Cisco Social Media Playbook:  Best Practice Sharing by Cisco

RS Components

RS Components are the world’s largest distributor of electronic products. As part of a task to develop their online presence within the electronic design engineering community they created DesignSpark, a “global gateway to online resources and design support for engineers.”

The results were impressive:

  • DesignSpark is the fastest growing community of its kind with 45,000 members in its first year.
  • The DesignSpark PCB tool has been downloaded over 60,000 times, helping RS increase their presence within the EDE community.

Read the full DesignSpark case study.

By Martin Broadhurst