While sports teams, news outlets, car companies, universities, non-profits and the entertainment industry dominate the top 200 business pages on Google+, a growing number of B2B technology companies have embraced Google+ as well.
As with any top consumer brand, consistent engagement is crucial to success. B2B technology brands are developing relationships with prospects just like on any other social platform. In the world of optimizing customer experience across the B2B sales cycle, Google+ for businesses offers B2B marketers an opportunity to connect with buyers in a meaningful way and provide relevant information.
Thought leaders and subject matter experts increasingly serve as trusted sources to help business buyers determine the best solution to solve a business need. Knowledge and expertise combined with social media have trumped the peer influencers of the traditional buyer, giving rise to the “B2B Social Buyer”. [Source: ITSMA pdf]