Wednesday, January 22, 2014

Social Media Increasingly Important to B2B Marketers

A recent study from International Data Group suggests that social media is increasingly becoming an important part of marketing for B2Bs. When surveying IT buyers, a reported 86% of them used social media in their purchase decision process, indicating they will soon look to social as the most important source for consuming content to inform their buying decisions. As this need grows, social’s prominence in campaign communication plans for B2B marketers will likely increase as well.

Note that 89% of those surveyed preferred to see educational content from vendors on social over promotional content, signifying that social is not yet the place to close on sales. Given this, B2Bs can use social platforms to influence the buyer by:
  • Providing countdowns/updates on new releases
  •  Offering sneak peeks on new products
  • Providing an incentive for consumers to interact with you
  • Providing a venue for customer interaction with the brand

While social media may not be the strongest place for sales conversions, B2Bs are aware that social needs to be integrated with overall campaign efforts.

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