The B2B Research Blog

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 in B2B – the latest stats

The B2B Research Blog

The allure of social media in B2B is growing rapidly. In addition, just like an investor keenly eyeing their growing wealth portfolio, as the ‘value’ of social media in B2B rises, so too does the attention paid to tracking its performance. Let social media become the star.

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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. The post B2B social media – a two horse race?

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.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

How email and social media can supercharge your lead generation strategies. Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

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.

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 ).

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. Thought leadership. Everyone’s claiming it but, by very definition, only a handful ever delivers.

SME marketing channel preferences revealed

The B2B Research Blog

Second, seek the implicit endorsement of trade media. 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. Now that’s not to say social media doesn’t have other valuable roles. We explored differences in opinion between five sectors – Financial Services, Marketing & Media, Business & Legal Services, Retail and ICT.

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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.

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.

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.

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.

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?

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).

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.

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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 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. Standing apart through creativity, using interruptive channel strategies and deploying media that are easily consumed.

Map of the B2B buying process

The B2B Research Blog

Brand awareness driven by face-to-face channels, content marketing and trade media. 51% suggest advertising in trade media. Approaching B2B buyers through telemarketing or by reaching out directly on social media may make them aware of your brand, but it will be coupled with negative sentiment from the outset. Indeed, 52% of B2B buyers dislike suppliers who use telemarketing to target them and 35% dislike those who reach out directly through social media.

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.

The 29 Best Social Media Monitoring Tools

Webbiquity

Social media monitoring is vital for virtually every B2B or B2C brand. 58% of consumers follow brands on social media. Standard web analytics tools provide only a very narrow view of social media activity: clicks through to your brand website. Buffer Social.

115 Facts You Never Knew About Social Media [Infographic]

Webbiquity

It’s something that you use almost every day, but how much do you really know about social media? Social Media Is The New Newspaper. Did you know that Reddit is the most popular social media platform as a source of news? Social In Sixty Seconds.

47 Superb Social Media Marketing Stats and Facts

Webbiquity

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

How to Get More Leads From Social Media

Act-On

What’s your impression of how hard it is to generate leads on social media? My impression used to be that social media lead generation is unusually hard—much harder than content marketing. But in a recent survey of marketers from Ascend2 , content marketing actually surpassed social media in terms of difficulty. And today even generating leads from social media is no longer impossible. Offer lead magnets in your social media posts.

23 Outstanding Social Media Marketing Guides

Webbiquity

Though the use of social media and social networks for marketing is now nearly ubiquitous, and 78% of companies have dedicated social media teams, many marketers sill struggle with certain aspects of social marketing, such as formalizing strategies and measuring results.

3 Tips for Using Social Media for B2B Marketing

Webbiquity

Social media can be a great business tool to use for marketing, sales, PR, customer service, and HR. But with the right knowledge and strategy, social media can be an invaluable part of a B2B online marketing plan. Use Social Media As a Content Springboard.

7 Social Media Mistakes Bloggers Should Avoid

Writing on the Web

A Note from Patsi: This week’s guest post is about social media and it’s really important. Because if you want to engage your business blog readers and grow your reader base, you need to use social media. S ocial Media. Ignoring social media return on investment.

The Future of Social Media

Marketing Insider Group

Social networks are becoming more and more popular. In 2016, about 70% of Internet users are social network users and these figures are expected to grow. The post The Future of Social Media appeared first on Marketing Insider Group. Social Media

Why Every CEO Should Have a Social Media Presence

Onalytica B2B

We live in a technology obsessed society where your average millennial’s reality blurs into one with their virtual online world; posting anything and everything from their latest fashion purchases, to their selfies and social life goings on. WHY SHOULD I BE ON SOCIAL MEDIA?

Social Media is Complicated [Infographic]

Puzzle Marketer

As introduced to us by Business Insider , Buddy Media’s Social Enterprise Software is a suite of products is “designed to help brands build and maintain relationships with consumers to accelerate their business.”

5 Ways User-Generated Content Amplifies Your Social Media Strategy

Marketing Insider Group

Social media brings online conversations to life. According to a research study, 74% of all Internet users use social media. And with social media, content emerges. Social Media Social Media Campaigns

22 Expert Guides and Reviews of 200+ Social Media Tools

Webbiquity

Image credit: Buddy Media. In the posts highlighted below, 20 (or so) social media marketing pros review more than 200 tools, ranging from popular, widely used tools like Buffer, Hootsuite and Feedly to intriguing but lesser-known apps. 15 Best Social Media Tools by CodeGeekz.

12 Brilliant Ways To Save Time on Social Media

Act-On

How much time do you spend on social media every week? To give you an idea of what’s about normal for social media management time, consider the chart below. It’s from Social Media Examiner’s 2015 Social Media Marketing Industry Report.

36 Sensational Social Media Stats and Facts

Webbiquity

Though social media marketing has become ubiquitous, most companies and brands still struggle to achieve their desired results. Those are among the conclusions it’s fair to draw from the collection of social media marketing facts and statistics below.

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Five social media courses make one social media strategy meal

Biznology

Most social media marketing strategies are like my mum and me in Genova : we were supremely blissed-out happy with our experience of the authentic, delicious, “to the tooth” spaghetti al pesto.

33 Thought-Provoking B2B Social Media and Marketing Stats

Webbiquity

B2B marketing budgets are shifting to digital and social. But spending on digital marketing programs is projected to rise three times as fast, and over the next five years, the share of budget dollars dedicated to social media marketing will more than double.

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How to Calculate the ROI of Social Media Marketing [Infographic]

Webbiquity

Quick: Can you list the goals of each and every one of your social media efforts? So much of social media is on the fly—a response rather than a plan—that it can become a slippery planning slope for companies, especially those that are understaffed.

Social Media is Going Corporate [Infographic]

Puzzle Marketer

The following infographic was compiled by MBAPrograms.com and it showcases some recent and interesting findings on how corporations are tackling social media. Below are some of the more interesting highlights from the infographic: 94% of corporates use social media in some capacity.

Five Top-Rated Social Media Management Tools for 2016 [Infographic]

Webbiquity

What is the “best” social media management tool out right now? Every social media manager has a preferred one that they always use, and it’s usually one of a handful of the top social media management tools on the market.

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31 Sensational Social Media Marketing and PR Stats and Facts

Webbiquity

Business and consumer marketers are nearly unanimous in their belief in the importance of social media to marketing activities. Still, marketers sometimes struggle with strategy, tactics, and measurement in social media marketing. Get social PR right.

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