Jeffrey L. Cohen
I am a B2B marketing strategist with both agency and client-side experience. Social media may be a buzzword or the latest fad at your B2B company, but it is something that I live and breathe every day. Whether it is advising B2B enterprise companies on their social media strategy or writing compelling B2B content for a leading industry blog, B2B social media is my passion.Read Jeffrey L. Cohen's Predictions >
The widening of the content gap
One of the things that I’ve seen in B2B companies is that the quality of content at the top is getting much, much better. The experienced companies—companies like General Electric and Sysco—many of these companies that are award-winning content creators, their content just continues to get better and better in quality, in connecting with customers […]
Moving away from the ROI conversation
Ever since social media marketing started, B2B companies were constantly asked about the ROI—the return on investment—of their marketing efforts. And marketers always had a hard time answering that question. The reason it was hard to answer is that ROI is actually about dollars. Return on investment means how much money did you make, or […]
Is social media marketing becoming just another marketing channel?
When we look back on social media marketing 10 years from now, we might find that there was this small community-oriented blip. Lots of social media efforts from B2B companies took the approach of community engagement, and listening to your customers, and things that just felt very different than traditional marketing. But what seems to […]