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Monday, November 24, 2014

How Toshiba acquired global customers online with B2B Content marketing.


. Socialselling is the new order of B2B marketing in a social, mobile, digital world. So what exactly is Socialselling? It is estimated that by 2020 over 50% of B2B sales will be channeled through social media. Toshiba an engineering giant set out to do just this in 2011. They realised the power of social media and how the word of mouth marketing was being amplified many times. Toshiba introduced a concept called "Smart Community", to increase awareness and promote their renewable energies business, they decided to adopt a digital strategy. Selling Electricity, Water, Traffic lights & Healthcare was by no imaginable standards a sexy business to appeal to onliners as perceived by most unsexy B2B business even today. As per a recent reserach finding by Forrester "75% of the B2B buying cycle happens online even before the sales team is involved". Toshiba did a keyword search for "Smart Community" as most B2B buyers would do and found that their competitors had showed up. They set up social media channels and started sharing posts in an attempt to increase traffic to their websites, SEO and search engine rankings but none of this brought in quality leads and increased sales. They were following the B2C model of digital marketing, SEO, and were quick to figure out "B2B buyers are researching your success not your products" In 2013 Toshiba did a rethink with a B2B Content marketing strategy complete with blog posts, case studies, whitepapers, power point presentations. They used effective social media marketing tools including Linkedin's paid sponsored content to showcase how their products had transformed business to their target audience. Soon they had quality inbound leads filling up sales pipeline and were acquiring new customers across the world. "Toshibas showcase page also acquired over 160K followers on Linkedin". Well it did take Toshiba some years and lots of money to succeed online. So how do other unsexy SME's go about leveraging a B2B content marketing strategy? without having to build their own social media community.+VALVESOLUTIONS set out to do just that. We followed a similiar path like Toshiba in 2011 and over the last 3 years have built a focussed target audience of over 15000+ across all our social media channels. We are now building a cloud based share ready platform so that SME's can follow a similiar approach to showcase their content to for demand generation, qualified inbound leads and analytics.Signup here for Pre-launch promotional offer