4 Ways B2B Marketers Are Using Twitter…


B2B marketers are adding Twitter to their integrated marcom programs.

Who’s adding Twitter and Why?
Here’s a list of early B2B Twitter adopters. I broke it down into four categories based on what I’ve observed on Twitter. Let’s keep the list going. If you or someone you know is using Twitter in a B2B marketing application, tell us by commenting on this post.

Note: If you plan to tweet, then become familiar with TinyURL.com. It’s a free service that takes long URLs and makes them much shorter and more usable for Twitter and other applications.

And now the list…

1. Sell products and services; drive buyers to your online store.
Several B2B and B2C companies are using Twitter to offer special prices to followers.

Company Followers
Dell Outlet 1,958
Direct2Dell 16
Direct2Dell (China) 34
Studio Dell 129
Woot 14,548
Apple 4,828

2. Build brands via knowledge sharing and user groups
This is also a great way to share product reviews and information from real world customers.

Company Followers
Accenture 375
BT 154
IBM System Z 31
IBM Tivoli Systems 98
Direct2Dell (China) 34
Q1 Labs (Infor) 109
Engadget 2,729
General Motors 881
Intuit 53
SAP 496
SaaS On Demand 211
MZinga 509
Yammer 819

3. Build relevant website traffic.
I call these posts “signposts” because they guide followers to more in depth content. They’re popular among media companies for headline news including:

Company Followers
Reuters 1,822
CNN 43,284
BBC (Off-site list links to BBC) 300-5,000
New York Times 8,614
WHP (CBS affiliate) 97
NPR 6,248
ZDNet 167
Conde Nast Portfolio 385
CNET News 7,104
Revision 3 8,504
CBC News 1,669
Techmeme 4,505

4. Event marketing
This not only lets your followers know at what events to find you, but also lets them meet up with you while you’re at the event. Twitter lets you send instantaneous feedback on speaker highlights, event information and more during the event…

Company Followers
IBM Smart SOA 111
Forrester Research 2,771

Give Twitter a try. Follow me on Twitter

Download a free pdf of this post.

Special thanks to my LinkedIn Colleagues for their input:
Bill Baithurst
Steven Cadley
Dave Greves
Tom O’Brien
David Peck
Sebastian Porta
Patsy Stewart

As for “Tweetiquette,” read Jeff Woelker’s Seven Habits of Highly Effective Twitterers. (Jeff is someone I follow on Twitter… Follow Jeff too.)

Related Posts:

» Just How Social Is B2B Social Media
» Why B2B Integrated Marcom Is Needed Now More than Ever
» A 47 Million Dollar B2B Social Media Success Story
» Do Your Marketing Communications Feel Like Marketing?
» Is B2B Marcom Creating Valuable Content?


6 Responses to “4 Ways B2B Marketers Are Using Twitter…”
  1. Jeff Woelker says:

    Hey Joan,
    Thanks so much for the link! Also – great article. If I come across any other’s I’ll pass them along. Tweetiquette – love it!

  2. Joan Damico says:

    Thanks, Jeff. Please pass along any other B2B Twitterers. Yes… you can have a lot of fun with words that relate to Twitter: Tweeple – people who use Twitter
    Halloween is a good time for Twick or Tweet… 🙂

  3. analytics says:

    Excellent article Joan and very relevant. I just had a client ask me today what B2B companies are using Twitter.

    For the record we are a B2B and we are building a decent following.
    Here you go Imulus Thanks again!

  4. analytics says:

    Got another for you. Accenture.

  5. Joan Damico says:

    Thanks, analytics… nice B2B site (Imulus)!

  6. John says:

    My company has just begun B2B tweeting in the contact center industry. (www.twitter.com/psshelp) So far we’ve pursued a “fly on the wall/get to know us” approach. Early feedback from our customers and prospects: A few dozen good tweets tell you a whole lot more about a company than a glossy marketing overview. They’re more authentic too… I’d love to get anyone else’s thoughts or comments on how we could improve our twitter timeline for B2B.

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!