Marketing experts are divided on the potential value of Facebook's paid messaging feature for B2B. "I view this as paying $1 to annoy a customer or prospect. It's a sure-fire way to paint your company as a spammer that doesn't understand real engagement," Marketo social media strategist Jason Miller says. But Salesforce Marketing Cloud manager Jeffrey Cohen says paid messaging could be effective if seen as a breed of content marketing. "While it is an interruptive method of reaching prospects, B2B companies need to make sure they are providing content that offers value," he says.

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