{"product_id":"book-ee4b","title":"Social Marketing to the Business Customer","description":" The social media craze has, ironically, given birth to one of the  biggest booms in recent book publishing. The gaping hole in this  market, however, is B2B. Nearly every social media book that's been  published either targets the consumer market or treats B2B as an  afterthought. If you search for \"B2B social media marketing\" on  Amazon, the results revealed not a single relevant title. In fact,  Paul's own two social media books both turn up in the top 10  results, despite the fact that neither of them directly targets  this market.   This is a stunning gap, given that some of the earliest adopters  of social media were B2B companies like IBM, Sun Microsystems and  Cisco. There is also plentiful evidence that B2B marketers are  hungry for information about this topic. At the recent Inbound  Marketing Summit in Boston, a show of hands from the audience of  350 marketers revealed that about 70% identified themselves as B2B.  The authors' own consulting and speaking engagements, which were  principally to consumer audiences a couple of years ago, are now  almost entirely to B2B companies and trade associations.  The Business Marketing Association estimates B2B marketing  spending at over $80 billion annually. Among the top 50 companies  on the Fortune 500, nearly all have significant B2B sales. What's  more, the B2B market tends to be less price sensitive than the  consumer market, meaning that readers are more likely to pay a  premium price for specialized guide and to buy in quantity.  How Businesses Reach Businesses will build upon our  extensive experience in this space, the authors' two successful  social media books, and more than a decade of collective immersion  in this topic.  This will be a hands-on guide with plentiful examples, case  studies and best practices. It will focus on the channels that are  proving most effective for B2B marketers as well as on the topics  that are unique to this segment, including prospecting for clients,  long selling cycles and high-ticket items, using social media for  long-term client relationships, corporate transparency and  policies, etc.  ","brand":"Ascent Audio","offers":[{"title":"Audiobook","offer_id":49428283097392,"sku":"BDee4b","price":19.99,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49428283130160,"sku":"ZEee4b","price":45.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49428283162928,"sku":"ZMee4b","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/ee4b-cover.jpg?v=1762983468","url":"https:\/\/downpour.com\/products\/book-ee4b","provider":"Downpour","version":"1.0","type":"link"}