B2B is typically neglected with free knowledge resources
If you are a B2B marketer, you probably feel neglected by the marketing industry. Trust me, I feel your pain.
Working for a education/training company I have to wear both a B2C and a B2B hat. We have to market our classes to individual who is going to take the class as well as the company who is going to pay for it. Getting someone interested in a class is the easy part. You can put yourself in their shoes and build out your value propositions. You over come their obstacles to purchase and get them excited. But now there is a slew of obstacles that you face that are out of your control (as the marketer) and out of the control of the potential student.
Think about it. Maybe the student’s supervisor has concerns about them being out of the office for several days in a row. Maybe the approving manager is on vacation. Maybe the department head controls the budget and doesn’t see the direct value the training will bring to a smaller team’s project. These types of variables extend the sales cycle and create the complexity that is B2B marketing. And remember, all of these factors can work in reverse as well. If you market to the department head or supervisor, you can win their interest, but then have to win the individual. Getting all of these stakeholders on the same page is the challenge. And as your product gets more expensive the more stakeholders that come into the equation. Convincing someone into procurement to choose your company for their office supplies is a lot easier than convincing them to choose you as their vendor for the hardware used in their new data warehouse.
But many marketers don’t understand these challenge because they live in the B2C world. And because of all the nuances that are unique to each company’s situation it is hard to give sound general advice that works for all B2B marketers. So in addition to facing all of these marketing challenges, resources for advice are hard to come by. Instead, you have to take B2C case studies and figure out a way to apply them to your unique circumstances. But just because something works in the B2C marketing world doesn’t mean it will work in the B2B world.
That is where social media training from ASPE-ROI can help.
All of our instructors have first-hand experience with both B2B and B2C marketing. All of our courses also discuss the unique challenges associated with social media from the B2B and B2C perspectives. But most importantly, every course incorporates a section where each attendee creates a social media campaign specifically for their company. As a class students discuss and further develop their ideas with the aid of the instructor. Afterwards, students build a road map and plan on how to execute the campaigns that they have developed. This gives every student the chance to take the material they have learned and apply it to their unique situation. It also helps retention and deeper understanding of the information by also learning and discussing how to incorporate social media into other people’s situations. The peer interaction and brainstorming is one of the most valuable and interesting parts of the training.
So whether you are a B2B or B2C marketer, you will get the attention you deserve. You will be presented with material and then be guided through applying that information to better your company. You will brainstorm with your peers and the instructor to develop a social media campaign for your computer. You will leave class with an action plan for executing that idea, so that you can start immediately applying what you’ve learned once you return to the office. All students leave not only having learned to apply and incorporate social media to their marketing initiatives, but they are also presented with some tangible experience in both B2B and B2C marketing.
Why You Need Social Media Training…10 Reasons
Over the coming weeks, I will be posting 10 reasons why you need social media training. In this new and constantly evolving space it is imperative to stay on the cutting edge to be successful. Many people are hesitant to take social media training because they are skeptical of self-proclaimed experts and gurus. That is why we have put together a team of experienced and knowledgeable instructors who travel the US teaching companies how to properly utilize social media as a sales and marketing tool. We’ve done the heavy lifting for you and weeded out the snake oil salesman. As one of the nation’s leading training providers, we know who and what make a successful learning experience. The goal of this series is to show you why you should consider social media training from ASPE-ROI.