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Making sense out of B2B social listening

Radically Transparent Published: November 05, 2020
Jen Gutman
Making sense out of B2B social listening

Ever wonder why B2B social listening is considered a black hole in terms of ROI?

On this podcast episode of Radically Transparent, I decided to catch up with Saif Ajani, CEO and co-founder of Keyhole, a social media listening and online monitoring solution to explore the amazing ways B2B marketers can approach social listening. Saif amazes us with his compendious knowledge of B2B social listening. He explains how much social media can influence a product roadmap and talks openly how to treat social as a place to gather business intelligence to make actionable business decisions.

Listen to the podcast:

Like what you heard?

Radically Transparent is one of Oktopost’s popular original podcast shows on our channel, B2B Marketing Now.

Created and hosted by Jennifer Gutman, Oktopost’s Director of Social Strategy, each episode features a B2B marketing leader to share their radically transparent truths behind being a modern day marketer using social media to grow ideas, take risks, and impact change.

For more mind-blowing episodes, subscribe to our channel B2B Marketing Now wherever you listen to podcasts or catch us on Apple Podcasts or Spotify.

Looking for more about B2B social listening?

Follow Oktopost on LinkedIn, for meaningful conversation on how to build a B2B social listening strategy that strengthens your business or check out our partnership with Keyhole.

Frequently Asked Questions

How can B2B social listening generate measurable ROI?

B2B social listening, though sometimes perceived as lacking clear ROI, becomes a powerful tool when used to gather precise business intelligence. By analyzing social conversations, B2B marketers can uncover actionable insights that directly inform product roadmaps, refine marketing strategies, and drive impactful business decisions, thus demonstrating tangible returns.

How does social listening influence B2B product development?

Social listening provides invaluable insights for B2B product development by monitoring industry trends, competitor activities, and customer feedback in real-time. This intelligence allows companies to adapt and shape their product roadmap directly based on market needs and user sentiment, ensuring offerings are highly relevant and competitive.

What actionable business intelligence can B2B marketers gain from social media?

B2B marketers can leverage social media as a rich source of business intelligence to make actionable decisions. This includes identifying market gaps, understanding customer pain points, tracking competitor strategies, and spotting emerging industry trends, all of which inform strategic planning and resource allocation.

Why is a dedicated B2B social listening strategy crucial for modern businesses?

A dedicated B2B social listening strategy is crucial for modern businesses to move beyond surface-level engagement. It transforms social media into a direct channel for gathering competitive intelligence, understanding market sentiment, and identifying opportunities to strengthen business relationships and product offerings, fostering growth and innovation.

How can B2B companies translate social listening data into strategic business decisions?

B2B companies can translate social listening data into strategic business decisions by analyzing conversations for patterns and insights, not just mentions. This involves identifying recurring themes in customer feedback, assessing brand perception against competitors, and pinpointing industry trends to inform product enhancements, content strategy, and market positioning.

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