Report: B2B Marketers Generating More Activity on Facebook Than One Year Ago

A new report from AdRoll titled, “Facebook by the Numbers 2015,” indicates that B2B marketers are seeing more ROI from their Facebook activity than they did one year ago.

The data shows that year-over-year, B2B marketers’ click-through rates on Facebook have increased 140 percent while the average clicks-per-thousand-impressions have increased 115 percent. Further, average spend per advertiser has leaped 60 percent. There are now 1.4 billion global monthly active users on the social network, which is a 13 percent increase from last year.

“Media consumption habits have shifted and B2B marketers have had to adapt by becoming more like their B2C counterparts,” wrote the authors of the report. “As a result, B2B marketers are now executing successful branding and lead generation campaigns on Facebook.”

Facebook and B2B Social Media Marketing

According to research conducted by Janrain in Spring 2015, B2B marketers have been moving toward Facebook for social media marketing for months. A study released earlier this year looked at Q1 logins across the Web, and the results showed B2B marketers favoring Facebook over other channels.

Over the quarter, the number of Facebook logins jumped from 24 percent to 35 percent, surpassing Google Plus, LinkedIn and Twitter. The researchers concluded that increased control over personal and consumer data may have driven more marketers toward Facebook.

LinkedIn, which had previously been favored by B2B marketers, saw logins fall to 25 percent in Q1 2015. This is a 10 percent drop from the fourth quarter of 2014.