Top B2B Twitter Accounts: What They’re Doing. What You Can Learn

Every day, more and more companies are harnessing the power of social media to enhance their online marketing efforts. While many B2B marketers’ key focus is Facebook, there’s no way Twitter should be ignored. This vastly popular micro-blogging site has 500 million registered users comprised of both individual and business accounts. That’s a huge amount of potential clients just waiting for news, product offers, retweets and more at 140 characters apiece!

Companies who venture into the Twitterverse for B2B marketing have many goals.

These include:

• The need to gather business intelligence and marketing data
  
• Interaction with customers, clients and industry insiders
  
• Monitoring their brand identity online and more
  
• B2B marketers can even chat about the state of B2B marketing in general by using the hashtag (#) “b2bchat.” 

How To Get To The Top
The top B2B Twitter accounts understand how to use social media correctly.

• They recognize the need to engage, not just to sell.
  
• They promote two-way conversation, not a one-way broadcast.
  
• They know what their message is and they stick to it.

What follows is a list of some of the most exemplary B2B Twitter accounts, what they’re doing right, how they do it and what you can learn from them.

Gartner

@Gartner_inc is a business advisory firm best known for “The Gartner Quadrant,” a four-section diagram analyzing the key players in a given field. High-level professionals understand the value of Gartner’s research, and the firm uses their place in industry to promote their own products as well as lots of helpful B2B information.

A look at recent Tweets shows promotion of free Gartner webinars, management tips, jobs at Gartner, links to helpful non-Gartner blog posts and much more! Tweets like this build loyalty by giving managers and industry professionals a reason to keep coming back.

Allstream

One of Canada’s top business-class communications providers, @Allstream uses their Twitter podium to do more than just sell their products. This can’t be stressed enough as a key to successful social media marketing.

Sure,  Allstream frequently Tweet about communications industry news, client success stories, technology news and information on new trends and products.

Allstream’s Twitter behavior is diverse, which is exactly what any B2B marketing communication needs to be in the social realm.

eMarketer

@eMarketer needs to be bookmarked and followed daily by any serious B2B marketing professional. eMarketer describes themselves as “the go-to authority on digital marketing, media and commerce,” and you will agree. Marketing pros could spend hours wading through eMarketer’s Tweeted links to amazingly helpful articles about building advertiser relationships, social media advertising tips, cutting edge marketing trends and vital information about how to properly execute marketing strategies in the digital age.

GeniusRocket

@GeniusRocket won the 2011 B2B Twitterer of the year award in the “B2B Small/Medium Size Business” category. This Washington, DC-based advertising firm approaches marketing and advertising differently, using a crowdsourcing approach to execute well-rounded campaigns with the help of hundreds of industry pros.

A unique, cutting edge approach is characteristic of GeniusRocket’s Twitter use, as well. B2B marketers can learn more about the power and value of crowdsourcing, how to execute a better web design plan and how to market smarter, not harder.

One glance at GeniusRocket’s feed also shows a very high level of one-on-one interaction with their followers. This is vital but, sadly, severely lacking on the part of many companies’ marketing efforts. B2B marketers need to follow GeniusRocket’s lead with regard to real, personal interaction. It’s the major advantage of social media over any other marketing effort.

Cisco Systems    

@CiscoSystems won a B2B Twitterer award for themselves back in 2010. This manufacturer of any and all networking products is a vital source of information for IT professionals, but that’s just part of their appeal. Cisco doesn’t just Tweet the latest tech news and tips, though. They also offer management strategy, tips on business presentations, marketing help and more.

If you’re avoiding following Cisco because “that’s just geek stuff,” think again. 

Which great B2B Twitter accounts are you following? Help spread valuable information and share your knowledge with us!

Brian S is an IT professional, entrepreneur and freelance writer. When he's not keeping computers talking to each other or writing, he's working out, enjoying time with his wife and his cat or traveling.