How HDMZ Uses Twitter’s B2B Strategy for Life Science Thought Leadership

“Is Twitter useful for reaching my audience?”

We hear this question frequently. Sometimes the answer is, wholeheartedly, “yes!”, but more often our answer is “maybe!” Within the complex, real-time tweet-scape, there are opportunities for success, especially for a client seeking brand awareness or lead generation in a B2B approach.

Adapted from Twitter’s B2B Thought Leadership blog, here are a few guiding principles we use to make our clients successful:

• 96% of B2B buyers say they want content from industry thought leaders. Prove your moxie by sharing content leadership from various levels of your organization. CXOs down to data analysts can all share unique insights that sway your target audience.
  

  At Vineti, we’re dedicated to empowering #women and breaking down barriers – starting at the top! Cheers to #IWD19! #FoundersForChange #IWD2019 pic.twitter.com/4Qx23uyamB

  — Vineti (@vinetiworks) March 8, 2019

• On the other side of the coin, Twitter can be a simple way to identify individuals and organizations whose opinions matter to decision makers at your target accounts. Dedicate some time each month to develop relationships (read: communicate!) with Tweeps who are involved with your target personas.
  

  #medihackdk 2019 is complete! In just 9 hours, we brought our ideas to life. The winner will be announced at #NCID tomorrow. Thanks to @Lundbeck Chief Hack Officer @ppetcu and Alastair Clelow for hosting, and @Medidata #innovationlab @iamnotthelotus Laurent, Ray, Jelo & John! pic.twitter.com/Z7l5AhGaPS

  — Ross Rothmeier (@RossClinCloud) March 27, 2019

• Provide resources that educate. The “cocktail rule” of social media still holds true. The real-time pace of Twitter content means superficial selling tactics will not earn engagement.
  

  From https://t.co/u4u1Gawmam: Speedy Ebola tests help contain Africa’s latest outbreak https://t.co/dgSiK0cZsK

  — Cepheid (@CepheidNews) June 20, 2018

• Have a perspective on your industry, best practices, buzzwords, or new advances. Your Twitter feed is an opportunity to place a thought-provoking stake in the conversation, and find listening ears who care.
  

  When the Benefits of Statins Outweigh the Risks https://t.co/unw7G0COl4 Great piece by Jane Brody. My family CV history parallels hers as does my LDL profile. Statins very important to me.

  — John LaMattina (@John_LaMattina) March 18, 2019

• BONUS: Did you know you can use Twitter Analytics to measure how your tweets perform? (We’re all about knowing the numbers here at HDMZ.) Compare your internal thought-leadership content with third-party articles you share. Measure, adapt, and evolve your tactics as you learn what resonates best.
  

  A Comprehensive Guide On How To Use Twitter Analytics For Digital Marketers #twitter #twitteranalytics #SMM https://t.co/gZlCiFkQLp pic.twitter.com/c60DDYMS8D

  — Jeff Bullas (@jeffbullas) March 26, 2019