While observing is a crucial part of participating in the Twitter arena, it's important for B2B marketing professionals to take initiative as well. Starting a conversation on the social media platform is one way to take the lead, and it allows businesses to stand out among other companies in a crowded social media space, capture people's attention and generate leads (1). To accomplish all of these objectives, B2B marketers need to go the extra mile by becoming leaders.
There a couple ways to take on a leadership role in the Twitter sphere. For example, instead of just accepting followers' requests, marketers can also ask each buyer a personalized question. This builds a stronger relationships with followers.
B2B marketers can host a Twitter chat on a topic, which shows that the company is authoritative and willing to share information with others, create content and add opinions when retweeting. Marketers have a better chance of capturing buyers' attention by offering something valuable (2). It should be a two-way street.