66% of B2B Marketers Now Seeing an ROI from Paid Social Media Marketing

As B2B marketers assess which types of strategies are helping them achieve key objectives, new research indicates that social media marketing is rising above the rest.

SageFrog recently published its “2022 B2B Marketing Mix Report,” and statistics indicated that the majority of B2B marketers (66%) are now seeing a return-on-investment (ROI) from paid social media marketing.

In general, most social media engagement for B2B marketers now comes from Twitter. The researchers behind the report note that more marketers are utilizing this platform for brand awareness and reputation management. However, LinkedIn remains the go-to platform for B2B marketers, with 85% of respondents citing the site as their most used social media channel. This was followed by Facebook (71%) and Twitter (61%).

“Many people place their trust in LinkedIn, considering it a safe and secure social outlet to pursue connections with both peers and prospects,” wrote the researchers behind the report.

B2B Marketers’ Shift to Social Media Marketing

Although B2B marketers have not always prioritized social media marketing, previous research suggests that it has started to paid off for them in recent months.

Oktopost conducted “The 2021 State of B2B Social Media Marketing” report, and data indicated that social media (82%) had become the top growing marketing channel of the year. Website (67%), search/PPC (39%) and email (37%) followed social media marketing on the list.

“Email marketing has always been the bright center of the universe for B2B,” wrote the authors of the report. “But with old-school channels shrinking due to pandemic closures, connecting with customers and prospects on social media has become more of a priority than ever.”