The role of social CRM and its potential impact on lead generation in business-to-business marketing. (1st January 2012)

• Record Type: Journal Article
• Authors: Rodriguez, Michael; Peterson, Robert M.
• Is Part Of: International journal of internet marketing and advertising. Volume 7:Number 2(2012)
• Page Start: 180
• Page End: 193
• Publication Date: 2012-01-01
• Subjects: social media -- CRM -- relationship marketing -- RM -- sales -- trust -- marketing -- business-to-business -- B2B; Internet marketing -- Periodicals; Internet advertising -- Periodicals; 658.872
• Languages: English
• ISSNs: 1477-5212

Abstract

The implementation of social media technology into a firm's marketing strategy has been a significant discussion for many sales organisations. Currently, only a fraction of business-to-business (B2B) organisations are using social media (e.g., Linked-In and Twitter), for reaching potential consumers. Thus, these media tools are underutilised in the sales and marketing process or often non-existent. With the evolution of the internet and Web 2.0, adding a social media strategy, also known as social CRM, to a company's marketing initiatives may provide a competitive advantage to firms who are able to cultivate the benefits. In this paper, we review how social CRM can be utilised in the prospecting process and customer engagement strategy. Also noted are some best practises for implementing social CRM in a B2B marketing environment by analysing current companies' integration of this new method for interacting with prospective clients.