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How CIOs can improve B2B social marketing

Matt Kapko | June 24, 2016
The recent rise of B2B social selling puts CIOs in a powerful position to help integrate critical digital marketing processes with key business systems such CRM and ERP.

As enterprises add more tools and tech complexity to their marketing objectives, the challenges for CIOs continue to mount. Mary Shea, a principal analyst with Forrester Research who recently authored a report on the rise of B2B social marketing, shared four tips for CIOs who want to enhance social selling efforts :

  1. CIOs can amplify the conversation throughout the C-suite and provide specific examples of how quality social marketing programs benefit the business.
  2. CIOs can assume leadership roles by communicating best practices to roll out and support social marketing initiatives, as well as how to measure progress. 
  3. CIOs should ensure that social engagement platforms effectively link back to enterprise systems of record, to provide a comprehensive view of the accounts and contacts that enable contextual outreach.
  4. CIOs should partner and collaborate with their marketing counterparts to ensure the right controls and policies are in place to effectively manage related efforts, and then make sure they're communicated throughout the company.

"This is not an easy challenge for CIOs, but providing the systems needed to align social media efforts with the rest of the organization can have a significant impact in the company's results," Castanon-Martinez says. "Organizations have developed the know-how for B2B social marketing," but they still need to figure out "how to adequately support these efforts to produce results."

Source: CIO US

 

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