The B2B Research Blog

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Social media in B2B – the latest stats

The B2B Research Blog

The allure of social media in B2B is growing rapidly. Over four in five marketing teams (83 per cent) now post on social media – an activity that consumes one fifth of their time (20 per cent) – and three quarters (77 per cent) expect to spend more time doing this over the next 12 months. Instead, the power of social media is merging around two behemoths: Twitter and LinkedIn.

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B2B social media: Highlights from new benchmarking research

The B2B Research Blog

B2B social media; is it a case of the Emperor’s New Clothes? The social media Emperor is getting dressed, but is still in his underpants. B2B social media has reached the tipping point and in doing so it’s following the classic technology evolution curve. Social media is being used then, but how? There was a lot of talk.  Then we saw early pioneers.  Inexperience (11%).

Email marketing: Overcoming message overload

The B2B Research Blog

And as a bonus, not only will good content optimise email success, but it can feed other activity such as social media, events and PR. I’ve always felt my groaning inbox bore testament to the popularity of email marketing.  Now my suspicions are confirmed. . Remarkably, amongst those doing so almost one half (44%) broadcast emails once a week or more often. Click for enlarged infographic.

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How B2B brands approach Twitter

The B2B Research Blog

Social media has become a bit of an obsession for me. It all began with a study Circle Research conducted for B2B Marketing late in 2011 to establish the ‘state of the nation’ in B2B social media. It harvests data from a user’s social media accounts and crunches it to establish three characteristics: The number of people actively engaging with the user. The result is a Klout score that shows the quality of a social media personality on a scale of 1 – 100. B2B marcomms B2B Marketing Magazine column B2B social media TwitterNoting their behaviours. EYTMagazine).

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Insights from the B2B Barometer

The B2B Research Blog

Third, content creation and social media are the fastest growing areas of spend.  A net of 50% report greater investment in content, and 45% do the same for social media.  And this is growth from a low base suggesting there’s more to come – content creation receives just 7% of spend even after this increase and social media receives 5%. . Events, email and web dominate spend.

The 19 B2B brands in the Klout 50 ranking

The B2B Research Blog

There used to be a debate about whether social media was relevant in B2B. Now, those holding out against the social tidal wave are few and far between. Indeed, many B2B brands are social media pioneers. The study ranks the 50 most influential brands on social media. Just four years ago, less than one quarter (23%) of B2B marketers described it as ‘highly relevant’ to their brand (source: B2B Barometer ). Lithium Technologies ’ recently published Klout 50 study is testament to this. As you’d expect the list includes big-hitters from the consumer world. Google (4th).

B2B social media – a two horse race?

The B2B Research Blog

Social media is time consuming.  And if you believe in the wisdom of crowds (or self-fulfilling prophecies) then the latest B2B Social Media Benchmark report reveals where you’re likely to get the best return on this effort. It seems that social media, in B2B at least, is a two horse race. The post B2B social media – a two horse race? Who’s your money on?

Top ten B2B marketing challenges

The B2B Research Blog

For all the column inches given to new trends like social media and marketing technology, it’s still the fundamentals which seem to keep marketers awake at night. . Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”. Content.

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The seven R’s of thought leadership

The B2B Research Blog

It’s social media ‘food’ and SEO ‘link bait’. Social media channels, especially blogs and Twitter, have opened up new opportunities to connect but require a constant stream of quality content.  Thought leadership content gives you fuel for social media activity and helps form relationships early in the buying cycle.  It also encourages linking to your website and thus benefits SEO. Thought leadership.  Everyone’s claiming it but, by very definition, only a handful ever delivers.  So how do you ensure that your content marketing strategy positions you as one of the few? .

A blueprint for customer service excellence

The B2B Research Blog

This formula holds true regardless of how customers make contact – by phone, email, online or social media.  Relationships matter in B2B.  But for many B2B businesses it’s simply not commercially viable to individually account manage each customer.  This means that when issues arise, customers need to be directed to ‘mass service’ channels – usually a contact centre. I’ve recently spent a lot of time with Vodafone exploring what great customer service looks like.  Above all then, a good experience is one which resolves the issue to their satisfaction.  perspective.

Content Methodology: A Best Practices Report

social media, email, and chat platforms and in a multitude of media formats, from text. experience Loyalty • Return visitor rate • Email subscription rate • Social following growth • Avg. Total attention time • Total people • Total social actions • Avg. stories per person • Total attention time • Total people • Total social actions • Avg. sharing and native social.

SME marketing channel preferences revealed

The B2B Research Blog

Avoid telemarketing and use social media appropriately. Fifth, use social media channels by all means, but don’t necessarily expect them to gain the attention of SMEs.  58 per cent of SMEs report that blogging is not at all effective in engaging them; 67 per cent say the same of tweeting.  Now that’s not to say social media doesn’t have other valuable roles.  There are 1.3 million of them, they generate half of the UK’s GDP and employ 60 per cent of the private sector workforce.  Moreover, they’re big buyers of B2B products and services.  Just ask Sage who’s built a £1.4

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Generation Y: Implications for the workplace

The B2B Research Blog

They’re from an age where the internet, mobile and social media were normal.  A client recently asked us to present to a group of CIOs from their enterprise customers.  What implications, they wanted to know, does Generation Y have for the workplace? Defining Generation Y. First, let’s define Generation Y.  That’s not as easy as it sounds.  Generations have ‘fuzzy edges’ so it’s not always clear where they start and end.  Some definitions of Generation Y include anyone born from the late 1970s all the way up to the early noughties.  Why is everyone of this age grouped together? 

B2B content marketing research

The B2B Research Blog

Most commonly this includes email (94% use), their website (87%), social media (83%), events (71%), their blog (62%) and one-on-one meetings (49%).  Content marketing works.  So maybe you already have a content strategy, but want to know what your peers are doing.  Or perhaps you’re developing a content strategy and want some pointers.  Focus on quality not quantity. Make time.

Is programmatic advertising relevant in B2B?

The B2B Research Blog

After all, it wasn’t that long ago that social media was seen as purely the preserve of B2C marketers. One number in t he recently published B2B Barometer study caught my eye.  Two thirds (64%) of B2B marketers describe programmatic advertising as irrelevant.  That’s striking because an estimated 59% of digital ad spend in the UK, that’s £1.8 So programmatic is easier and more targeted. 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

success, followed by social shares and likes. (19 percent) and pageviews (15 percent). • 49 percent of marketers rate their content as. social media, brands and publishers alike have had. social network, and Facebook’s video platform has. in the shadow of the big social networks, is almost as. came social shares and likes (19 percent), followed. SOCIAL.

The B2B marketer’s world is changing

The B2B Research Blog

website) is declining to allow investment in more interactive, dynamic channels such as mobile and social media. Whilst many of the principles of marketing remain unchanged across these territories, marketers find that globalising their approach to social media poses a particular challenge.  Different cultures use different social media platforms, have different attitudes to the use of social media in business and find different topics engaging. It’s tougher being a marketer nowadays than it ever has been.  For example, spend on ‘static’ channels (e.g.

The content king is a tyrant

The B2B Research Blog

Content is essential digital ‘fuel’ for social platforms, it’s invaluable in communicating brand expertise and it keeps buyers engaged throughout lengthy purchase cycles. Click to see full infographic. The latest Content Marketing Benchmark Report produced by Circle Research and B2B Marketing Magazine reveals that B2B marketers have become slaves to content. . There’s good sense in that. 

Benchmark your digital marketing activity

The B2B Research Blog

For example, three channels – website development, email marketing and social media – consume 56% of the ‘average’ B2B marketer’s digital budget and 58% of the time they dedicate to digital. Have you ever wondered how other B2B marketers spend their digital marketing budgets?  Where they invest the greatest amount of time?  And how effective they feel different digital activities are? certainly have so when Omobono and The Marketing Society asked Circle Research to survey B2B marketers and establish how they behave in relation to digital, we jumped at the chance.

Three customer insights for your marketing plan

The B2B Research Blog

Take social media.  Spring.  As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights.  But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants.   But here assumption and guess-work abound.  The remedy is a two-step process. Instead apply a liberal sprinkling of statistics to your surveys.  How are we performing?

Plan 22

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Depth Of This Goodwill Social media, online activity, and the mobile. business-to-business (B2B) marketing tools, with social, mobile, and the steady move to. essential to market to and through your advocates, and not simply generate one-off testimonials, because: › social opens up a new world of advocacy opportunities. Advocate Marketing Creates B2B Customer. Read this report.

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

Of course, in the contemporary vernacular, the concept gets more traction when seen as shorthand for responsible business, business that combines economic, social and environmental factors in decision making. He put a lot of thought into the kind of organisation that he wanted to create and from the outset he was adamant that he wanted to create an organisation that would improve the quality of daily life for everyone it served and would also contribute to the economic and social development of everywhere it operated. Well, no.  Let’s hear what the expert has to say.

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B2B content marketing research

The B2B Research Blog

Most commonly this includes email (94% use), their website (87%), social media (83%), events (71%), their blog (62%) and one-on-one meetings (49%).  Content marketing works.  Almost three fifths (56%) of the 175 B2B marketers Circle Research recently surveyed for B2B Marketing Magazine’s Content Marketing Report have seen content marketing boost sales (most of the remainder simply don’t know the impact as measuring ROI is tough). Either way, the survey results provide valuable guidance. Focus on quality not quantity. Make time. Don’t forget the leads.

The Times They Are a-Changin’

The B2B Research Blog

They told us about a shift in the balance of power driven by the rise of social media.   . Our friends at Marketing Options International (MOI) have just launched the Mind Share Café.  No, not a diversification into tea and cakes, but a virtual hub where they’ve collected together the thoughts of leading B2B technology marketers.  Marketers from players like Dell, Microsoft and Cisco.

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Three customer insights for your marketing plan

The B2B Research Blog

Take social media.  Spring.  As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights.  But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants.   But here assumption and guess-work abound.  The remedy is a two-step process. Instead apply a liberal sprinkling of statistics to your surveys.  How are we performing?

Staffing and Launching Your Content Marketing Program

in new readers via search and social. return on social. SOCIAL Strategies, tools, and tips for spreading content through. the social web. sections of The Content Strategist: Brands, Media, Social, ROI, and Voices. You’ve heard the horror stories about organiza- tions that take months to approve simple social media. All rights reserved. Introduction 3 II.

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

In the future, Booth reckons SMS or text messaging and social media options such as Twitter, will also play a greater role. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News.  Here are my edited musings… Market research, brand development, and customer segmentation may be unfamiliar ideas to many sections of the air cargo business, but the director of London-based Circle Research is on a mission to change all that. Who needs marketing in the air cargo sector? Eighty per cent of all the work we do is brand-focused”.

Is it Time to Ditch the Term “Social”?


Is social media social? Social

49 Noteworthy Social Networking Stats and Facts


Though new social networks continue to be launched (e.g. But there are no guarantees that leadership will last, and the social networking landscape is constantly evolving. Image credit: Social Media Examiner. ” 93% of small business owners and marketers use Facebook, and 92% agree that social media is important for their businesses. Social Media Examiner ).

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47 Superb Social Media Marketing Stats and Facts


Social media use isn’t quite universal—but it’s getting close. population now has at least one social networking profile; more than half use two or more social networks. The number of worldwide social media users is projected to grow from 2.1 90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65). 70% of the U.S.

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Study: How Much of Your Content Marketing Is Effective?

excluding social media posts)? LEADERSHIP SOCIAL. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. goals—and concerns—lie. content.

Social selling, social business, social employees and other hype

grow - Practical Marketing Solutions

Just reading headlines day by day is a pretty good way to watch the waves of social media buzz crash on the shore! The social enterprise Let’s say you walk into France one day and announce that they need to be more like Russia. And for most companies, becoming a “social enterprise” will take a significant cultural change. The social enterprise.

How Smart People Do Social Selling


Social selling has been rising in popularity for awhile. It’s not a magic bullet (don’t nix cold calling yet), but social selling does work. According to research from the Aberdeen Group: 6% of the salespeople using social selling as part of their sales process outperformed their sales peers. 46% of social sellers hit their quotas, compared to 38% of other reps who don’t.

Social Media Explained. Really.

grow - Practical Marketing Solutions

With every client I meet, every class I teach, and every speech I give, there is always a group of people who desperately need to understand social media marketing but don’t have the time to do it. If you are thinking to yourself, “This world does NOT need another social media book,” you’re partially correct. But this is not just another social media book.

Does Paid Social Media Work?

It's All About Revenue

It's Friday Five time and this week's topic is Social Media. New Research Reveals Paid Social Media Effectiveness. Do you know where to spend your social media marketing dollars? In this article you’ll discover recent insights on the effectiveness of paid social media marketing. Read the full story on Social Media Examiner. Social Marketing

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B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. Look for.

How to Create Dynamic Social Content

B2B Marketing Insider

Dynamic social content is content that evokes responses, earn shares, and meets a need. The post How to Create Dynamic Social Content appeared first on Marketing Insider Group. One way to determine whether or not your content is dynamic is to ask yourself if you would share that content if it came across your newsfeed.

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15 Amazing ways social media is changing the world

grow - Practical Marketing Solutions

Ignore the hype that we’re all becoming more superficial and narcissistic because of our obsession with social media. Nine anthropologists  spent 15 months living in nine communities around the world , researching the role of social media in people’s everyday lives. Social media is not making us more individualistic. Public social media is conservative.

Social selling and the social enterprise: From fantasy to reality

grow - Practical Marketing Solutions

Many organizations are experiencing frustration with the concept of the “social enterprise.” By some measures, Dell stands alone in its pioneering approach to embedding social media into corporate functions beyond sales, marketing, and the call center. have a leader in Michael Dell who understands social media and this change is aligned with the company agenda.

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5 Easy Tools for Social Selling Success


Social selling is an awesome way to get things done. But, like the early days of anything on social, it’s difficult, messy, and imprecise. A big reason for this is a lack of organizational tools. Remember trying to manage your brand’s presence on social media pre Hootsuite? Easy Tools for Social Selling Success. Guest post by Austin Duck. It was the stuff of nightmares.

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Evangelizing a Content Marketing Program

50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. brands experiencing declining social media effective- ness and came to a clear conclusion: " We’ve reached a tipping point where.

23 Outstanding Social PR Guides


This shift has led to today’s emphasis on “social” PR. But it’s not merely about using social media platforms and outreach; as one of five pillars in the web presence optimization framework , PR now impacts SEO, content marketing, website design, and other marketing disciplines. What are the best practices for social PR? Social PR Strategies and Tactics.

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