Скачать или смотреть The Evolution of a Social Giant: Tapping into B2B | Jeff Swystun

In this episode, Steve Goldhaber discusses with Jeff Swystun, founder of Swystun Communications, the journey of a well-known global social network attempting to extend their offerings to a B2B audience, primarily small businesses. With comparisons to platforms like Shopify, this social media company sought to use its massive traffic and offer tools for small to medium-sized business owners.

Key takeaways from the conversation:

The social network aimed to offer tools for businesses—like local hairdressers, restaurants, and dry cleaners—to foster their community, ultimately driving more foot traffic to their stores.
With multiple consultancies on board, coordination was essential. Swystun's role was multifaceted, focusing not only on branding and product architecture but also on providing clarity amidst the many directions the client was considering.
Jeff highlighted the importance of organizational design, both in terms of the client's internal structure and the collaboration among external agencies. A significant part of his involvement revolved around streamlining and facilitation to ensure alignment.
When launching the new service, the platform decided to rely on its own media rather than external channels, aiming to rebuild trust with its users. Provocative messaging and financial incentives were central to their approach.
Drawing parallels with American Express's Open Campaign, Jeff emphasized the potential of storytelling in B2B, suggesting that a blend of emotion and narrative can enhance even the most straightforward sales pitch.
The essence of effective marketing, according to Jeff, lies in revisiting tried-and-true principles and adjusting them to contemporary contexts. Recognizing and addressing the pain points of small businesses can lead to more effective, solution-driven communication.

For more insights into B2B marketing, branding, and the challenges and solutions of organizational design, connect with Jeff Swystun and Steve Goldhaber on LinkedIn.