Socialnomics has a brief but interesting piece on using social media for B2B.
While it seems many B2B companies see Social Media as only appropriate for consumer interactions, in fact the ability to hear and listen to what the market is saying is just as important for B2B companies.
Here's a snippet:
This is a major maxim for B2C companies in social media, and it’s just as important in the B2B realm. Each B2B vertical uses social media differently, so it’s important to determine not only where the conversations are taking place, but what the conversations are about. Many tools can help a company collect this conversational data (including Radian6 and Filtrbox).
You will be able to better determine the needs of your most important clients by listening. Good B2B companies have always listened to their clients. Great B2B companies have always taken it one step further and listened to their competitors’ clients.