webinar new seo strategies increased vaue of social marketing for b2 b

New SEO strategiesfor companies that market to CFOs

Increased value of B2B social marketing

after Penguin update

The purpose of this webinar is to demonstrate the increased value of social marketing for B2B companies after recent Google updates, as well as explore new social strategies and holistic approach to content creation and distribution.

Find more on ProformativeInsights.com

© 2012 Proformative

The growing need for B2B social marketing couldn’t be clearer; in an ongoing effort to promote social marketing strategies and to improve its Search Engine experience, Google has created the SEO Penguin update.

The essential goal of the Penguin is to minimize and eliminate loopholes and exploits used by SEO experts to artificially inflate a website’s page ranking.

Search Engine ranking will now be determined by an improved algorithm that more than ever assigns value to high quality, relevant content and rewards pages actively shared on the social net.

This is just the latest of several initiatives launched by Google to improve the user experience of its search engine.

More Backlinks Or Social Content?

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Possibly the largest effect of the Penguin update to the SEO strategies being used is its new treatment of backlinks.

The new policy will now ascribe values to each backlink with the goal of rewarding what are viewed as good backlinks while penalizing those that come from low-quality content pages.

This is intended to root out web spam and SEO gamesmanship.

Companies now are required to implement more social content and will be forced to provide quality, original content with links that are useful to users.


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This is good news for businesses and search engine users alike.

Gone are the days when keyword-loading and content-copying are rewarded with the highest page views.

Going forward, we can expect more relevant and accurate answers to our queries that will save time and reduce confusion.

Imagine attaining the most up-to-date and relevant answers to your queries that are not convoluted by paid search ads that distort search results!

By making social content an essential criterium of page ranking, Google has fundamentally re-shaped the way companies design content marketing strategies for their online properties and digital assets.


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Social content marketing has re-written the rules of communication between a business and its prospects.

Now more than ever, corporate executives are sharing their experiences through tweets, Linkedin and Facebook groups and status updates, Proformative’s expert pages and its B2B Marketplace interactions, Instagram photos; they share their knowledge on YouTube and Metacafe via Proformative’s video papers and interviews, and communicate via emails.

Fortunately, the blending of content, SEO and social media has created a unique opportunity to optimize each customer’s attention throughout each part of the sales cycle from initial brand awareness to purchase.


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Keyword optimization and social media promotion are essential aspects of the content-marketing process.

By optimizing and socializing content that is relevant to stages in the buying cycle, prospects can find solutions through search and be inspired to share what they’ve found through social media.

The best sales for any product come from happy customers.

Social content marketing empowers your clients to share their satisfaction with their peers and generate a word of mouth for your services.

We observe that Proformative’s B2B Marketplace now has more active reviewers and review pages.

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There is now an easy way that your business could directly reach hundreds of thousands of corporate executives and add juice to your social strategies.

Proformative has built an unmatched peer-to-peer network of over 600,000 corporate finance professionals.

The vast majority of our members are corporate directors, vice presidents and above.

Among other marketing solutions, we provide a platform for interactive B2B social marketing that allows each company to connect with prospects and cultivate relationships with members that will generate quality leads and result in increased revenue.

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© 2012 Proformative9

The business value that comes from effective optimized and socialized content marketing comes in many forms.

To get a clear idea of what that means, it's important to understand the many advantages of B2B social marketing across the customer lifecycle:



Brand Development.

Give your brand that personal touch that will attract new customers.

Effective social content marketing allows you to control your brand’s message and build trust in your target market.

It also makes it easier for prospects to get acquainted with your brand and learn what it can offer to them.

Advantages of B2B Social Marketing


Product Differentiation.

The best way to make a lasting impression on any marketplace is to be unique. Engaging content can help firms stick out amongst the pack and give your company a well-defined identity.

By being different, you are able to connect with your customers more effectively and tell them what sets your company apart.

By drawing a contrast between your brand and the competition, prospects are able to buy into your products and company culture.



Audience Analysis.

Successful marketing and optimization isn’t simply about persuading customers to choose your product; it is also about understanding why.

Social content marketing gives you all the tools you need to track and evaluate your progress.

With up-to-date web analysis of customer trends, you will have access to conversion percentages, the most successful keywords and more.



Improved Customer Service.

Informative content allows customers to easily find needed information about your product.

With the ability to access vital information such as service policies and FAQs, prospects are able to have an improved understanding and experience with your product.



Stronger Client Relationships.

By keeping customers and prospects engaged, your company will get the rapid customer feedback essential to better serving your client base.

Satisfied customers also will be able to communicate their positive feelings with their peers through social channels.

This will generate word of mouth that will result in more leads and increased sales.



There never has been a more effective way to target, inform, engage and reach potential customers.

Social marketing is not simply about a one-way communication to prospects; it’s about starting a conversation via your content.

As a B2B marketer, you need to be sure that your content and marketing approach is equal to the dynamic Internet marketing landscape.



Equipped with the proper goals and measurement approach, a “socialized” framework for content marketing can help marketers deliver more qualified and motivated prospects to sales.

That framework begins with better defining customer segments, while at the same time understanding your prospects’ pain points and goals.

It means developing a content plan that takes them on a unique journey that ends with their expectations met and their needs fulfilled.

Socialize Your Campaigns


The value of content marketing goes beyond attracting leads and sales.

It fosters good will and brand value. It empowers fans to refer the products and services they like to others.

As you develop and implement your content plan, consider the holistic impact of content on reaching and engaging your customers.

Right Content via Right Channels


Engage With New Audiences On Proformative.com


PROFORMATIVE’S SOLUTIONS for social & thought leadership marketing


Our Audience


Selected Clients


• 360 SolutionsAdaptive PlanningAhead Human Resources, Inc.Alight PlanningAlineAlliance Cost ContainmentappfolioArancaAriba, Inc.Avalara, Inc.Baker TillyBarney & BarneyBI 101BirstBlackLineBNA SoftwareBOARD USABurr Pilger MayerBusiness Intelligence 101Callidus Software Inc.CapTrust Financial AdvisorsCatavolt, Inc.Cloud IdentityComdataConcur TechnologiesDeloitteDemand Solutions GroupDeWinter AssociatesDLA PiperEchoSignEpicor Software Corp.Ernst & Young LLPERP GuruExcel4AppsExcel4apps IncExecustaff HRExplore ConsultingFiREapps

Foley & LardnerFrank, Rimerman & Co.Frank, Rimerman ConsultingGlobal SharesGorilla ExpenseGorilla Expense is Reefin, LLC.Habif, Arogeti & Wynne LLPHanson BridgettHedge Trackers, LLCHein & AssociatesHost AnalyticsIBM Business Consulting ServicesIBM ClarityIBM CognosIndeed.comInforIntacct CorporationIntralinks

• LegiantMarcumMarcum LLP Accountants & AdvisorsMcGladreyMoyo GroupmyDIALS, Inc.Nair & CoNetSuiteOpen Systems, Inc.Optimized Payment ConsultingPerficient, Inc.Peterson Sullivan LLPPlanviewPlatte Valley BankPricewaterhouseCoopers LLPPROPHIX Software Inc.PROSRavix Financial, Inc.Real Asset Management Inc

Receivables ExchangeReplicon Inc.RevalSAPSAP America Inc.SEISilicon Valley AccountantsSilicon Valley Bank / SVB Financial GroupSOA ProjectsSumTotal Systems, Inc.SunGard Availabilty ServicesSutiSoftSVA CPATagetik North America, LLCTatum LLCTeknos Associates LLCTeradataThe HeightsThe Melita GroupTreasury DynamicsTribridgeTrinet HR CorporationTriNet-DWA MediaTrinTechTwo Step SoftwareUC Berkeley ExtensionUltimate SoftwareUS BankVaricentVISAVISA / OMD NYWeiland FinancialWestern UnionWestern Union BSGWoodruff-Sawyer & Co.WorkDayXactly

Client List

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