Efforts from Hubspot, Cvent and Intel demonstrate the power of Facebook for business-to-business marketing, writes Ben Pickering. Hubspot has gained 350,000 fans of its marketing software and gathers leads through offers of content such as e-books. Meeting and event management company Cvent is practicing "fan-gating" -- granting access to content only to people who have "liked" the brand -- and running story-sharing contests it has cross-promoted with Twitter. Intel likes to speak directly to consumer end-users, and it uses games and witty blogs to attract both B2B and consumer fans.

Related Summaries