Social media marketing may initially seem like the exclusive preserve of the B2C marketer. But according to this research on B2B social media marketing by Omobono, not only can business-to-business (B2B) marketers benefit from social media, but it could be their most effective marketing channel of all. In a survey of 115 marketers in B2B roles, Omobono found that 79% considered social media to be the most effective marketing channel, and 38% noted that if they had a extra budget for next year, they would spend it on social media. “The Phone Number List overall results show how far B2B marketing has moved away from broadcast media (owned or paid) and towards social engagement,” notes Fran Brosan, president and co-founder of Omobono:
“ Social media is now emerging as the most effective channel for a wide range of purposes. 79% of the 115 senior B2B marketers who responded say social media is effective in achieving their goals, from building thought leadership to deepening customer relationships . »The chart shows how relative channel effectiveness was assessed - note that these are soft metrics such as brand positioning and thought leadership rather than more stringent metrics like lead volume and quality. Most Effective B2B Marketing Channels This, of course, contrasts with the Phone Number List findings of Forrester's B2C marketing community, which indicated that Facebook marketing and YouTube marketing offer less value than more traditional disciplines such as search marketing, email marketing, and YouTube marketing. mail and online display advertising.
So why is social media proving so beneficial for B2B marketers? “ We are social human beings and have always used our social experiences as a key part of our decision-making process. i.e. do I love this person? Do I trust them? Can I see myself working with them? ", says Graeme Delap, social media consultant at Amaze. "We meet people every day in a variety of roles and environments and when it is related to a work context, the company they work for or the Phone Number List companies they deal with has established a very powerful connection centered on trust, knowledge and the ability to deliver on promises. Social media is no different - it is the online equivalent of these conversations and relationships,