Don't ignore lead generation from social

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BtoB: What's the most common mistake b-to-b marketers make when applying social media?

Jeff Cohen and Kipp Bodnar: They ignore the lead-generation possibilities. A good, solid engagement and content strategy drives traffic to a company's website, and marketers need to make sure they provide a call to action to capture sales leads.

BtoB: What's the best tip you can offer for breaking down resistance from recalcitrant executives?

Cohen and Bodnar: Conduct a 90-day pilot program with very specific, measurable goals. Once you can show success with this short pilot, it's easier to get approval to move forward with a larger plan. Another option is to present an audit of top competitors' social media profiles.

BtoB: What one example of social media b-to-b excellence stands out in your mind from the past year?

Cohen and Bodnar: Cisco launched a social media portal at This single page provides feeds from Cisco's blogs, communities, YouTube, Twitter and Facebook outposts. The page also includes links to Cisco's social media policy and social media playbook.

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