The Long Lunch Is Dead! How B2B Marketers Socialise

The Long Lunch Is Dead! How B2B Marketers Socialise
SHARE
THIS



In this guest column, Isentia’s CMO Richard Spencer (pictured below) argues that LinkedIn, Twitter and Snapchat are replacing the boozy long lunch as the new place to do business…

Forget The Wall Street Journal, believe it or not social media is one of the most powerful tools for influence in business. It provides business leaders the unique opportunity to deliver personal insights around contentious issues directly to their audience. Much like the theory behind the age old long lunch, having personal dialogue within your business networks helps break down barriers and forge closer connections.

Unknown

Linking in

Take for example when Qantas CEO Alan Joyce’s use of LinkedIn to voice his business case for LGBT Inclusion. His audience was very clear – other business leaders, including the 136,000+ who follow his broadcasts. An so was the intent: while this might not be considered a direct B2B campaign, it achieves something very tangible – a level of authenticity that builds trust between Joyce and his followers, and by default, Qantas.

As a B2B platform, LinkedIn provides a powerful opportunity to communicate within the context of three incredibly potent qualifiers. ‘My Network’ highlights powerful connections and the ‘Write An Article’ function allows users to broadcast carefully crafted content to the very people they’re hoping to influence.

How can you use platforms like this to reach the key people in business that you’d like to influence?

With a potential audience of eight million users in Australia and over 450 million worldwide, the most important ingredient is ensuring the content is both creative and compelling.

Cisco has also shown great use of LinkedIn to push content to other businesses. It’s Fast Technology and Slow Waiter Campaign created by VP of Marketing and former David Letter comedy writer, Tim Washer, the epitomises great B2B content. By placing technical members of the team in the comfort of hotel restaurants, the campaign is relaxed, entertaining and humanizing for the technology brand – and manages to creep in a vast amount of technical information along the way.

The power of a tweet

Twitter is another great avenue. Adobe is particularly smart at using the platform as a selling tool. Very few of their tweets go without a brand plug. Their latest campaign turning boring stock images into apparel is particularly commendable. This clever idea was designed to promote it’s royalty-free image service, Adobe Stock to other businesses. The hilarious clichés not only promoted general awareness of the new service within the design industry, it also managed to highlight the benefit of uninterrupted workflow… and undoubtedly bagged a couple of sales along the way.

Get snapping

This may come as a surprise, but given by 2025 Millennials will make up 75 per cent of the global workforce, this segment of the market cannot be ignored. With a 100 million daily users – many of who are Millennials – Snapchat is a great place for brands to start conversations with the future decision makers of business. Like any good BDM knows, relationships take time – sometimes even years of conversations.

Who knows where the Snapchat conversation you start today could lead your business?

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine