Modern B2B Marketing

May 19, 2009

The Who, What, When, Why and How of Twitter for B2B Marketers

Posted by Maria Pergolino

Twitter is a hot topic for marketers right now, but B2B marketers often have questions about why they should use Twitter, when and how to get started, who should be handling these efforts, and what content to promote.  As a follow-up to Marketo’s webinar, Marketo’s Secret Sauce for Demand Generation, and to help other B2B marketers start using Twitter, I wrote, “The Who, What, When, Why and How of Twitter for B2B Marketers, Marketo’s Secret Sauce for Twitter”. 

In this paper, I not only detail out what we do on Twitter, but the benefits we are receiving from these efforts.  While we are still learning, there have been some great reasons to engage in micro-blogging, including:

• increasing the number of people that read our blog posts
• alerting customers of new product features and upcoming events
• allowing us to monitor competitors
• keeping analysts updated on new Marketo information
• introducing our product to prospects
• sharing information during tradeshows or events

Any one of these would be enough to prove we should make use of this technology, but together create powerful support of why we should have a Twitter presence.  

In this article, I don’t just list off best practices.  Instead, I share exactly how we participate.  I’m sure some people will disagree with our approach, or have alternative ideas.  I hope that I receive feedback about how I can improve Marketo’s Twitter strategy, as well as help those not using Twitter join in on the conversation. 

Want to know 'the secret sauce' on using Twitter?  Check out our new resource, “The Who, What, When, Why and How of Twitter for B2B Marketers, Marketo’s Secret Sauce for Twitter”.