Marketing Automation and Social Integration: Hand-in-Hand or Hand-to-Hand Combat?

By Justin Gray, Business 2 Community:

When it comes to social media, questions about its usefulness to B2B marketers rage on. Some say that not having a social presence hurts you more than having one helps you. Others believe it’s just a thing you MUST do, but that it doesn’t deliver tangible ROI. What’s for certain is that implementing social media into your marketing automation stirs up an entirely fresh set of questions. Will these two disciplines be friends on the playground or is The Force against them, like two magnets pushing your brand in two different directions? What we do know, though, is that if you are going to give your marketing automation programs a boost with social media, there are some best practices to follow:

  • Evaluate and strengthen current B2B marketing strategies. Social integration will not thrive as its own entity (or upgrade your entire marketing strategy) unless the overall strategic direction and fundamentals are in place. If you currently operate your brand’s Web and email campaigns – start there. Figure out how to best optimize the staple pieces before you entertain the idea of integrating social into the blend… Read more
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