As B2B businesses go social, tying into the back-end is crucial

01/7/2013 | Wall Street Journal, The

Business-to-business use of social media continues to catch up to consumer brands, with 68% of B2B companies now participating, according to a Chief Marketer survey. But B2B brands have to go beyond awareness, and "few industrial companies are tying information from back-end systems and social media sites together in a way that makes these efforts more effective," Rachael King writes. However, companies such as the Canadian electronics manufacturer Etratech are closing sales by showing off their manufacturing facilities with online video, and Caterpillar recently combined social media outlets with Salesforce.com.

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