Two B2B Rockstars in Social Media

From personal experience I can say that implementing social media for a B2B is far from simple. It takes way more effort than for a B2C. For example, people are way more likely to “like” or “follow” a brand like Burberry or Gucci because they love their clothes. But how likely are they to follow a marketing agency or tech service? A little harder, right? That’s why I commend companies such as Hubspot and Forrester who not only kick butt company wise, but demonstrate that B2Bs can also be awesome in their social media efforts.

1. Hubspot

Hubspot totally rocks it on both Facebook and Twitter. They make it so their posts and Tweets are not only informative to their target audience but also friendly…aka, human!

They share webinars, blog posts, events, and more. Basically Hubspot has figured out what their target audience wants and needs and gives it to their audience from each medium, so their consumers can digest the information from the vehicle they prefer…whether it’s Facebook, a RSS feed, Twitter, or whatever else.


2. Forrester

Forrester Research, like Hubspot has realized the benefit of truly engaging with their target market. They do not just post and Tweet, and throw information at people like spam. They provide not only relevant information, but they take the time to comment, reply, question, and truly engage with the people who follow them on their social media platforms.

As seen below on Twitter and above on their Facebook Page, Forrester is showing numbers can be reached even with a B2B. However, don’t judge a “book by its cover” or a “brand by its #.” I’ve learned that some of the most engaging and best brands don’t necessarily have the best #s. However, they have a loyal following, and repeat customers one day lead to future customers. So learn from Hubspot, and Forrester, and realize that even B2Bs can be leaders in the social media space. It’s not just about B2Cs anymore…




5 responses to “Two B2B Rockstars in Social Media”

  1. Tim

    Hi there,

    Thanks for the article which highlights the lesser reported B2B side of social media. Did you speak to anyone at either of the 2 companies as I’m interested to hear what they hope it will achieve for them and also how they measure success?


    @FactBoyTim & @Gemalto

  2. Allan Schoenberg

    Pam — A well done post and you clearly understand how B2Bs can successfully use social media. We’ve been using social media at the exchange since 2007 starting with Facebook and expanding from there. It’s not easy, nor should anyone expect it to be, but the rewards of loyalty (as you point out) and brand recognition are a reality.
    @[email protected]

  3. Josh

    That’s so good to see examples. If they can do it so can we.

  4. Pam Sahota

    It depends on the target market you have, the segment your company is in, and the “home base” you consider for your social media by which you deliver said content. Normally I say it can be trial and error to figure out what works best, but real strategy is helpful as with any marketing campaign.

  5. Gaurav singhal


    Nice examples of B2B social media compliant companies.
    This article leaves me with a question that how do we know what content can engage the most ?