Twitter Becoming Powerful B2B Marketing Tool

Scott Gulbransen
Scott Gulbransen Vice President Global Communications & Digital Marketing, DSI

Posted on March 18th 2014

Twitter Becoming Powerful B2B Marketing Tool

Twitter and B2B are a match made in heavenWith each day that passes, and with each mobile user who signs up for a Twitter account, the importance of the platforms for businesses reaching out to their clients and prospects deepens. With over a billion people now registered for the service, and over 300 billion Tweets sent, the network isn’t a fad and it continues to grow.

But how does Twitter play out in the B2B space? Is there any use for it when it comes to landing deals?

When I first joined a B2B company, a colleague said to me: “At least you don’t have to deal with Twitter anymore.”

Nothing could be further from the truth.

Last fall, the Content Marketing Institute, and Marketing Profs, reported that 85% of B2B marketers use Twitter as part of their strategic marketing efforts. Surprisingly, that’s only 6% less than the traditional platform for B2B marketers – LinkedIn. 

This makes perfect sense at its core as Twitter is becoming ubiquitous as a way to quickly communicate or keep in contact with other people. While it doesn’t add the depth of over social communications channels, it does allow marketers in the B2B world to keep tabs and constant contact with their clients and colleagues. In growing, and

As I made the case a few weeks ago in this space, B2B marketing is now closely aligning with B2C marketing. Why? It’s simple: as the mobile device and social networks are used more and more by all of us, the actions we take as everyday people are no different than what we do as business people. The habitual nature of communicating via social networks from a mobile device have made this so. Now, someone wishing to check on the latest data from their manufacturing operation simply want to be as easy as when they check on their retirement account, or their kids grades from school.

Whether you’re a Twitter fan or not, the truths to its effectiveness driving top-of-funnel awareness and behavior are well documented. Just over a year ago, Twitter released a study, which found use of Twitter in the B2B space mimics what behavior the company sees from consumer users. In fact, in driving website traffic, Twitter for B2B showed a 47% lift in site traffic from B2B tech sites after users were exposed to Tweets from those companies.

In addition, Twitter users search for B2B tech brands at a significantly higher rate (30%) compared to the average web user. This all points to B2B brands who leverage Twitter strategically have a positive influence on brand consideration.

The same Twitter survey shows that Tweets also drive conversion. Of course, this is all coming from Twitter but we’re starting to see lots of third-party validation of this across the B2B channel. General Electric (my favorite), Adobe, Intel and others continue to show effective use of the channel to engage, drive traffic, and drive consideration via Twitter.

As this convergence of B2B and B2C only increase, my guess is you’ll see a flood of brands start to seriously up the ante when it comes to Twitter. Will they all do it well? Of course they won’t.

Those B2B brands that take the time to do it right will reap the benefits both from a brand perspective and a demand generation perspective as well.

It just goes to show you, 140 characters can mean money to your bottom line.

Scott Gulbransen

Scott Gulbransen

Vice President Global Communications & Digital Marketing, DSI

Over the past 19 years, Scott Gulbransen, Vice President of Global Communications & Digital Marketing at DSI, has parlayed a deep level of experience in public relations and online marketing into a successful career built on innovation, creativity and hardcore business results.

A former print journalist, Scott moved into the world of public relations and corporate communications cutting his teeth at one of Fortune’s top workplaces – Intuit. For 10 years, Scott served as a primary spokesperson, communications strategist and social media innovator for both the TurboTax and Quicken brands. Recognizing the full-throttle freight train that social media was becoming, Gulbransen worked to establish a social media and content strategy for Intuit’s Consumer Group. With TurboTax, Scott lead the effort to establish the first of its kind customer support project, @TeamTurboTax, by using the new and emerging channel to help customers during tax season. He also helped to create, design, and launch the brand’s content hub.

In addition to his work on TurboTax, Gulbransen also helped turn around the Quicken brand with the launch of its new, free Quicken Online product – all of which was done primarily through the use of social media. Part of the success of the launch of Quicken Online led Intuit to acquire Mint.com – the nation’s leading online personal finance website.

Next, Scott was asked to create and lead social and digital media at the world’s largest casual dinging chain – Applebee’s. In his time there, he created a robust paid social strategy as well as the much heralded “National to Neighborhood” model for local Applebee’s restaurants. In just over eight months, Gulbransen and his team launched locally controlled Facebook pages for over 1,200 restaurants and the brand itself. Because the Applebee’s brand is focused on micro-local areas, he correctly surmised the social relationship had to be locally driven. That strategy continues to pay dividends for the brand and its sister IHOP. Gulbransen also led the complete overhaul and architecture of the new Applebees.com website and launched the companies first foray into mobile-driven marketing as well. Applebee’s, thanks to his vision, strategy and foundational work, was recently named as one of the top restaurant companies in social media

After just over a year away from taxes, Scott was again knee-deep in the middle of it again as H&R Block hired him away to push its influencer marketing and social media content strategy into high gear. Gulbransen ramped up the 54-year old brand’s social marketing and communications efforts by restructuring its social platforms, launching its new social content hub, and building new analytical approaches to social measurement He joined previous to the 2012 tax season and quickly made a huge impact. Besides being named one of H&R Block’s Top 100 Employees that year, after just eight months with the company, he also launched the award-winning campaigns to end all campaigns – The ‘Stache Act and Million Mustache March. The online-driven social campaign, designed to help the brand build relevance with millennial taxpayers, struck a nerve with customers and prospects and changed Block’s “buzz” trajectory. In besting his former employer, Gulbransen quickly elevated the brand in online and social media with the kitschy campaign.

That same year, Scott repeated his success from past stops as he created a robust, award-winning and industry-leading content strategy for the tax giant. In launching the brand’s first-ever client-focused content hub, BlockTalk, his strategy to engage tax clients all year with relevant finance and lifestyle content has paid dividends for the brand. Block now enjoys the largest share of voice and social engagement of any tax brand in the space.

In addition to his professional accomplishments at the corporate level, Gulbransen is also a prolific blogger named as one of the Top 50 Daddy Bloggers in the US by Cision in 2011. Gulbransen was ranked #21.Gulbransen is also an avid writer contributing to Social Media Today, Forbes, Technorati, SpinSucks.com and other publications. He also is a busy public speaker attending conferences and offering his views and thought leadership in PR, social media, and influencer marketing and content marketing.

Scott graduated with a Bachelor of Arts in Communications (emphasis in Journalism) from UNLV, and is the married father of five kids (16, 13, 6, 4, 2), and lives in Kansas City.

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