Interesting Infographics: How B2B Marketers are Using Social Media


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Although this is not a recent Infographic, I still found the takeaways for B2B marketers relevant for today and a good reminder.

This infographic was released by Eloqua, which highlights survey results among 548 B2B marketers on their social media usage for branding, customer engagement and heightening sales. I actually would have thought that by now, the percentage of B2B demand generation experts using social media would be much higher. Regardless, the findings from the survey are interesting and I have highlighted them below as they appear on the infographic:

Who has control over B2B social media?
According to the infographic, 26% of B2B companies allow their communications team to manage social media; 11% admit their web department handles social media; 23% say that social media tasks are distributed between teams.

Why do B2B leaders use social media?

  • 83% of survey respondents said to build company awareness
  • 56% of respondents said to spread their messages through social sharing
  • 55% of respondents reasoned that it increases their followers

However, 53% disclosed how they do not use social media for demand generation. The reason behind this high number is that most B2B companies do not implement plans for generating demand into social media, reports Eloqua. In fact, 20% of B2B companies lack the tools for using social media to generate leads.

How will B2B companies utilize social media in the near future?

  • 17% want to use social media to better understand their market
  • 14% have a goal to use social media to improve their brand recognition
  • 25% say they’re unsure of their social media marketing plans

Note: when B2B companies apply social media marketing for demand generation, they expect these results:

  • 50% expect higher brand awareness
  • 35% expect inbound leads to boost revenue
  • 28% expect a significant impact on demand

What are the top 3 social platforms for generating demand?

  1. Facebook
  2. Twitter
  3. LinkedIn

Top tips for B2B marketers

  • Concentrate on social media channels with the most activity.
  • Facebook is suitable for using comments to engage with customers.
  • Facebook and Twitter are appropriate tools for brand recognition.
  • Use social media tools strategically (Yes, I 100% agree with this – this should be the number one takeaway for all B2B marketers.)

Click on the image below to view the full infographic. How are you using social media in your B2B lead generation campaigns?


Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


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