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.

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. .

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Trending Sources

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.

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. The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers.

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.

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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. 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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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.

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 ).

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?

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. In the latest in my series of interviews with today’s leading business thinkers I spoke with Thomas Jelley, Corporate Citizenship Manager at support services giant Sodexo. But why, you may wonder, is a B2B marketing research agency like Circle talking about sustainability.

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. The remedy is a two-step process.

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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.

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.

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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.

Map of the B2B buying process

The B2B Research Blog

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. Mapping out the buying process is critical for anyone looking to market or sell in business-to-business (B2B) environments.

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.

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The 17 Best Social Media Management Tools

Webbiquity

Monitoring and managing even a moderately active business social media presence can be time-consuming. The number of people using social media continues to grow, usage is increasing, and more networks require attention. Sprout Social. 3) Radian6 (aka Social Studio).

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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. ” — Social Media Today.

The three biggest social media problems are NOT social media problems

grow - Practical Marketing Solutions

But more often than not, when people think they have a social media marketing problem, it’s not a marketing problem at all. Here are three problems that people may THINK are social media marketing problems … but they’re not. By Mark Schaefer.

Social media engagement is a lousy metric

grow - Practical Marketing Solutions

Thank you for your social media engagement through your generous tweets, blog comments, and likes. But almost no one has ever engaged with me on social media. Social media engagement may be the wrong metric. It provides social proof that there is activity on the content.

Understanding Generational Social Media Preferences

grow - Practical Marketing Solutions

I’m starting to wonder if marketers are too caught up with millennials to really think about generational nuances on social media. Social works on us too, ya know! According to the Q1 2017 Sprout Social Index. YouTube is their second favorite social platform.

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. The social enterprise. The social employee.

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.

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. But this is not just another social media book. The post Social Media Explained.

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

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23 Outstanding Social PR Guides

Webbiquity

This shift has led to today’s emphasis on “social” PR. What are the best practices for social PR? Find the answers to these questions and others here in almost two dozen noteworthy social PR articles, posts, and guides from the past 18 months.

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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. For us, social works.

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49 Noteworthy Social Networking Stats and Facts

Webbiquity

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. Social Media Examiner ). Social Media Examiner ).

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The Eight Best Social CRM Tools

Webbiquity

Social customer relationship management (CRM) was being written about as a distinct product category as far back as 2008, but market interest really began to take off the following year. How does social CRM differ from traditional CRM? 26: The 29 Best Social Media Monitoring Tools. #27:

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5 Easy Tools for Social Selling Success

Webbiquity

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. Remember trying to manage your brand’s presence on social media pre Hootsuite? 5 Easy Tools for Social Selling Success.

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Read this article before you start a social media program

Biznology

Are you a B2B business exec whose instincts are saying you should be doing something with social media, but you’re not sure what? Yet many people hire someone to implement a social media program without really knowing why. How can I use social media?

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.

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. Employ Someone Who Knows Social Media, Not Just Your Business.

70 Rising Social Media Stars

grow - Practical Marketing Solutions

Sometimes I weary of social media lists that are simply popularity contests or a cheap way to promote some start-up or PR agency. Who are the unknown stars who will be rocking the social media conferences two or three years from now? 70 rising social media stars.