Social Media Listening Helps Qualify B2B Leads
Social media monitoring can help B2B marketers determine if a target company is indeed a good prospect to buy their product or service.
“You need to listen to the people in a company to help determine if they are indeed a good target,” says Amnon Mishor, cofounder and vice president, products, Leadspace.
Menlo Park, CA-based Leadspace launched a new targeting feature recently to help B2B marketers and sales teams more accurately target companies likely to purchase. The new capability is included as part of the latest version of Leadspace’s SaaS predictive lead targeting platform, which mines the web for targeted social indicators, such as products and technologies already being used by a company. Data from current buyers is used to create a benchmark, which is used to identify, score and segment leads baed on social conversations among individuals who fit this profile.
“Predictive lead targeting enables you to tap into the social conversations going on among individuals within your targeted companies, including job listings, news and more,” says Mishor.
“The challenge in B2B is always finding quality and quantity leads, and you need to target based on a likelihood to buy,” he continued. “You need to be proactive and get away from cold calling.”
“Social media allows you to communicate with those who care about your brand and those zealots will defend you and spread the word,” wrote Grant Johnson, CEO of Johnson Direct, in a recent Chief Marketer article on B2B trends for 2014. “However, be forewarned it can have the reverse effect as well.”
