B2B Brands Adopting Social Marketing with Multiple Goals in Mind

B2B brands are looking to social media marketing to assist with a variety of marketing goals, according to Chief Marketer’s 2012 Social Marketing Survey.

The most common goal B2B marketers have with social media marketing campaigns is to drive web traffic (61 percent), followed closely by lead generation for future sales (60 percent). Results show 68 percent of the B2B brands that took part in the survey indicate they were actively marketing inside social media in 2012; an additional 16 percent plan to do so in the coming year. Just 10 percent of B2B respondents are not currently incorporating social marketing into their overall marketing mix.

As content marketing emerges as a powerful tool, 39 percent of B2B brands use social to promote their brand’s content. This shows the importance of social for driving business results in the B2B sector, as just 18 percent of B2B respondents cite earning “likes” or followers as an aim for social marketing.

Chris Baggott, Chairman and Cofounder of Compendium, says in a SocialMediaToday post, “You have to measure the most important thing and that’s not likes, that’s leads. After all, 90% of all marketing dollars today are being spent on acquisition. Know how to measure your social media effort so you know you’re spending them right.”

These survey results indicate social media is an integral part of the overall B2B marketing mix. By the end of 2013, this data shows 84 percent of B2B brands will have social strategies in place, with business results and lead generation at the center of their attention.


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