[Webinar Recap] B2B Social Marketing: How to Leverage Your Employees’ Networks
Personal trust and relationships drive B2B purchasing decisions, so B2B marketers need to leverage social networks to influence those behaviors. That was the key takeaway of last week’s webinar featuring SEI‘s Senior Marketing Manager, Amy Sitnick, Forrester Research Analyst, Zachary Reiss-Davis and Michael Idinopulos, Chief Marketing Officer at PeopleLinx.
“Social Marketing is more about how people interact and not just what platforms are being used” said Reiss-Davis.
Reiss-Davis presented compelling data showing that personal relationships are particularly influential in the Engage phase of the buying cycle, which typically comes after initial purchase.
Sitnick reinforced the Forrester findings, and reported that 95% of financial advisors are using LinkedIn for business purposes. She described in detail how SEI uses LinkedIn to generate leads and “facilitate introductions of new financial advisors.”
Another main focus was how management can turn employees into social marketers. Reiss-Davis said it best when he explained how there is a big difference between paid sponsorships, and an employee independently writing a personal blog post, using their personal brand to further a company message. Getting employees to
talk about a brand organically rather than paying for it has major benefits.
Reiss-Davis continued extrapolating on how to balance trust with targeting in social reach. “Frankly, the marketing team is the least trusted, no one loves to hear a marketer talk…” People will listen to an employee speak in a way they would not listen to a marketer. In the end, this content feeds the marketing engine that all employees, advocates and influencers rely
Michael Idinopulos then capped off a powerful webinar by detailing a bit about the PeopleLinx platform and answering questions.
If you missed the webinar, you can catch the replay here: