Statistics show that 83% of B2B (or business-to-business) marketers invest in social media to increase brand exposure while 69% to raise web traffic and 65% to gain market insights. You cannot blame these marketers for doing so, for B2B buyers today are 70-90% on their way through the buying journey before reaching out to a vendor. Also, online sales account for about 35% of total revenue for B2B vendors.
This is the kind of scenario that encourages Alliance Software, Inc., a global application development company and business solutions specialist that was established in 2000, to invest, set up and admirably maintain its social media presence on Facebook and Twitter. The B2B company also has a Youtube account for their videos.


In Facebook and Twitter, Alliance promotes its Alliance EDGE Business Software, a line of business automation suite dedicated to giving businesses “accurate and real-time data for efficient, maximized, and profit-driven decision-making” process.
The suite includes WebPOS, HRIS+Payroll, ERP, Customer Relationship Management (SugarCRM), Mail (IBM Notes), Professional Services, Website-as-a-Service, Reservation System (Bus and Restaurant), all designed as solutions to help entrepreneurs manage a business from sales, human resource, finance, marketing, customer relationships to various IT support services.
 
You will notice on its Facebook page how the latest call to action feature and most of the posts lead visitors to the company website, particularly its contact page, increasing the potential for leads. But not just leads.

Social media has become one of the incredible tools for Alliance in its research to understand its audience. In the process, it posts content and other messages that address the audience’s needs while reinforcing the company’s brand. Alliance has done an excellent job communicating its hashtag #yourNEXTmove and using it to connect with other businesses.
Alliance, which has grown to be one of the Philippines’ largest and most respected independent software companies, makes use of social media to showcase its expertise as well as contribute useful information to target markets. Doing these help make Alliance visible to buyers and appear helpful and credible rather than a company in search for a hard sale.

With great and consistent content coming in, what more this B2B company can do is to check about investing on Facebook advertising to increase reach and relevant page likes.
For Alliance, which already have established offices in cities of its key markets (Tokyo, Manila and Cebu), social media is another platform to connect in a global marketplace. Investment and efforts to regularly and consistently communicate through their social media channels have helped open opportunities for brand awareness and loyalty and eventually, leads and sales for the company.