B2B social strategies: the Next Hydraulics case study as a bridge between tradition and innovation.

The B2B purchasing process is a complex and strategic journey involving multiple decision-makers and stages, from need recognition to evaluation, negotiation, and after-sales activities aimed at building long-term relationships. Unlike B2C, B2B decisions are collective and based on rational, strategic, and evidence-based criteria. Client companies seek not only products but strategic value, demonstrated through case studies, benchmarks, and testimonials. Digital transformation has reshaped the purchasing process, making it circular and iterative rather than linear. Buyers independently gather and compare information online—studies show they spend only 5–6% of their time in direct contact with suppliers. This underscores the need for companies to provide clear, reliable, and accessible content that supports every member of the purchasing group and reduces perceived risk. The modern buyer’s journey can be interpreted through Kaushik’s See-Think-Do-Care model: SEE (awareness through social media and ads), THINK (consideration through SEO, PPC, and reviews), DO (conversion through demos, white papers, and personalized contact), and CARE (loyalty through feedback and customized communication). In B2B, these stages are reinforced by the relational dimension of networks, where trust and collaboration determine long-term success. Social media now plays a strategic role in branding, lead generation, and relationship management. LinkedIn has become central for B2B influencer marketing, where credibility and technical expertise matter more than popularity. Artificial intelligence further enhances these dynamics by identifying micro-influencers, optimizing content, and enabling predictive analysis of buyer behavior. The case of Next Hydraulics exemplifies this evolution: the company uses social media to increase brand awareness and generate contacts, focusing on the Maxilift line and platforms such as Facebook, Instagram, and LinkedIn. Metrics are tracked via Meta Business Suite and web analytics, prioritizing concrete business results over vanity metrics.