B2B Marketing and Social Media – Close, But No Cigar. Yet…
A new report from digital agency White Horse shows that while social media is gaining traction with B2B (business-to-business) marketers, there’s still a way to go for it to be on the same level as B2C (business-to-consumer) marketing.
Entitled B2B Goes Social, the report offers some interesting insights into how social media continues to struggle somewhat at making inroads into business-led marketing.
While it could be argued that social media is more suited to B2C marketing – due to a more customer-focused approach and feel than a dedicated corporate sales channel – it’s still a little disappointing to see that B2B continues to lag in some key areas.
- 32% of B2B marketers are active within social media daily, as opposed to 52% of B2C marketers.
- 46% of B2B marketers say internal decision-makers view social media as irrelevant, compared to only 12% of B2C marketers.
- 60% of B2B marketing companies have no full-time social media bodies as opposed to 46% of B2C companies.
- Only 10% of B2B marketing companies have 5 or more part-time staff involved in social media compared to 19% in B2C.
The good news is that, while these stats are a little disappointing, B2B marketing and social media is coming together better than B2C marketing in some areas.
- 86% of B2B marketers use social media, compared to 82% of B2C marketers.
- B2B marketers are more active with podcasts and forums, while B2C marketers remain focused on user-generated content.
- 42% of B2B marketers have at least two part-time staff dedicated to social media, compared to 19% of B2C marketers.
While this is encouraging, reading the complete report shows B2B marketing and social media are still awkward bedfellows.
What stands out the most is the irrelevance factor. With almost half of those surveyed saying that decision makers see social media as irrelevant, the result is that only 10% of B2B marketers have used an outsourced agency or consultant for their social media needs. Compare this to 28% of B2C marketers, and the difference is clear.
So what can be done?
- Better education. It’s no longer enough to be using the Why or the How argument anymore when ot comes to social media. What’s needed is the Enable, where solid proof, examples, results and more are used to promote social media as a viable business strategy.
- Lead by example. Use your company as an example of how B2B marketing can and does succeed. Share your success stories. Don’t worry about your competitors stealing from them, because you’ll already be at the next stage. You’ll also be seen as thought leaders by your competitors’ customers.
- Tactical awareness. Social media for B2B marketing is just like any other part of your marketing make-up. You still need tactics and strategies to map out where you are, where you want to be and the compass points in-between. Build your social media marketing ideas around the same solid tactics you use for other marketing plans.
- Man the forts. Social media won’t succeed unless you have the adequate manpower. Whether it’s a core team of part-time or an an outsourced use-when-needed basis, or at least one full-time strategist or planner, make room in your marketing department for a dedicated social player. Otherwise, why bother?
The good news is that B2B marketers have come a long way when it comes to social media. The bad news is, again it’s still not far enough. Blame the decision-makers, or blame poor education. But at some stage, the blame talk has to stop and the real action begin.
Is your business blaming or acting upon?
You can get the free B2B Goes Social report by downloading it here.
40 Responses to “B2B Marketing and Social Media – Close, But No Cigar. Yet…”
Hey there Mark,
That’s a fair point (although with companies like Ingersoll-Rand, HSBC, Diners Club, Microsoft and Cisco working with them, you’d like to think it was decent companies). And even the Business.com survey was with 2,500 people from 500 companies, so an average of 5 people from the same company.
I guess I see traction with this report as it’s what I’ve been seeing for the last 12 months. From my time contracted at Maritz Canada, where some of the biggest B2B companies in North America and beyond were seeing social media as irrelevant, to the small-to-medium businesses who may see some Why and How, but not much else.
There does seem to be a much better buy-in from the B2C companies over the B2B ones. But maybe it’s an industry thing, as opposed to B2B in general? That’d be a good breakdown to have.
Cheers for stopping by, fella, always appreciate your thoughts.
Hi Danny
I just wanted to pick up on you comment…
“There does seem to be a much better buy-in from the B2C companies over the B2B ones. But maybe it’s an industry thing, as opposed to B2B in general? That’d be a good breakdown to have”.Agreed these would be great stats to have, but in absence of any statistics on this I’m going to say that you’re kinda off with this statement. I think there are probably wider generalisations/comparisons between B2B & B2C that can be made across most industries.
Don’t take this the wrong way, because I think the stats you’ve presented are fascinating. But doesn’t it make perfect sense. Why are we all so surprised that B2B lags behind. The fundamental nature of B2B marketing makes it a completely different game (clearly generalising).
A game where the audience is busier, more risk adverse and far more critical. Where the sales tend to be much higher in value (in both dollars and value of solutions), the consequences are higher & as a result sales cycles are slower and less likely to result from a simple facebook promotion – they need relationships.
So of course B2B marketers stats lag behind B2C marketers – why change whats “working” right. You’ve spent years developing and refining your sales tools and building relationships over the phone and in person. Why would you give all that away in a hurry when all you’re seeing when you look at social media are ‘Fan numbers’ and ‘Twitter Followers’ etc – the relationships behind the numbers are not always obvious. As a result some will no doubt think that it’s irrelevant.
But, having said all this I believe things are changing and it’s getting pretty exciting in the B2B space. B2B sales peeps are waking up to the fact that grooming and maintaining their personal brand helps build the relationships that B2B sales have and will always be based on.
I wish there was a way we could celebrate relationships and not just the number of groupies a company has.
Sam recently posted…. What iThnk We Do
Hey there Sam,
Great points, and completely agree. I also think a lot may have to do with the fact that consumers are quick to jump online and start berating poor service, so B2C companies almost have “no option” but to be online to respond.
I think as more companies really start to get onboard with social media – both B2C and B2B – we’ll start to see the importance of relationships come to the fore, as results start to filter through.
Pretty much anyone with common (and business) sense in the social media space know that numbers mean squat. Now we jsut have to help businesses looking in understand that too.
By the way, nice-looking website.
Hello Danny. A good summary and thanks for sharing.
For me, social media is an integral part of the overall marketing strategy of the company.
Perhaps the reticence in engagement with SM is that many companies already have a marketing strategy that perhaps they are loathe to change?
Completely agree, Barney – if it ain’t broke, why fix it? But you don’t need to fix something to make it better; just a little tune-up goes a long way.
Statistical anomalies aside, I’m not overly happy with the way this research is positioned. The continual comparison to B2C is starting to grate. Social media adoption is not a competition. Most of us B2B marketers will agree that social media has huge potential, however, just because B2C has raced ahead in its adoption, B2B marketers should not starting panicking. This kind of positioning is not going to help you win executive buy-in. Firstly, social media is not a must have for B2B marketers (same for B2C), it is a means to end. It will not suit every business or meet every objective. I do agree that dismissing social media as irrelevant is an issue, however, contextually, has the media been tested then dismissed? Secondly, Why do we not see research that highlights the lack of staff dedicated to PR, or sponsorship or design? Most probably, the staff allocated to these area’s are in direct proportion to the business objectives. We must remember, or indeed recognise, that social media like all other marketing activity must be directly linked to business objectives.
Hi Graeme,
I don’t think anyone (the survey included) is seeing B2B and B2C social media adoption as a “competition”; more where the differences lie, and how both can learn from each other (something the report shows well, as B2B is ahead in certain areas).
Neither is anyone saying it’s a “must-have” – again, including the report, anyone with good business sense knows that the most successful social media campaigns are the ones that are run in close alignment with their more “traditional” counterparts.
It definitely does tie into business objectives. The main concern though, if you like, is the high level of irrelevance from decision makers. Perhaps it’s not the lack of staff allocation that’s the real issue here; but the lack of mindset allocation instead.
I think this is where (currently, anyway) B2B still falls a little behind B2C. But there are signs that this won’t be the same for much longer, and that can only benefit everyone.
I think, as you said, it is a mindset and also using social media is a real change in the way B2Bs do business. I think it requires a shift in culture and for some a rather large shift…like changing a personality completely. I think those companies that find online marketing efforts relevant will naturally move into social media. Others may finally jump in when they see their competitors moving ahead with brand recognition and thought leadership gains. Small companies would especially reap these advantages by using social media–because other efforts may be out of their reach due to expense and time. Thanks for the article Danny.
That’s an interesting take, Angela. So would you say that online companies that are used to one way of marketing (say, PPC ads on Google, or paid backlinks/link-baiting on search engines) are adapting to social media better than a company eager to try but without previous online expertise or campaigns?
That’s interesting. I would like to think so, given that these companies saw the advantages of the Internet. I was thinking more in terms of those companies who are very active with email campaigns, webcasts, and podcasts, for example. This group is already experiencing the value of connecting with prospects and customers online and so the leap to social media is not too far for them. Many in this group have already moved to blogging. Some don’t have the blogs open for comments…maybe that’s their first social media step.
I’d agree more with the second set, I think. I know a lot of SEO companies that are struggling to come to terms with the strength of social search. It’ll be interesting to see how they adapt and how their clients fare in the meantime.
Danny, firstly apologies for the rant
I do, of course, agree with all your points. And yes, it is a mindset shift. There must now be an opportunity to find out why this sense of ‘irrelevance’ exists.Hey there Graeme,
No apologies needed mate – I didn’t see it as a rant, and even if I did, that’s more than welcome here. Always happy to have thoughts and views shared here
I’d love to see a deep dig report on the why’s of irrelevance, and to see if it’s industry-specific or wider cast. Like you say, opportunity for someone there.
Danny,
I enjoyed seeing the numbers presented in this latest post and it reminded me of a few points that I was just making in my post yesterday. I have come across quite a few smart people who just don’t see the real value in B2B social media marketing and it really effects buy in at a high level. In my humble opinion, without executive buy in for an initiative it is extremely difficult to achieve real success. I totally agree with your “Better Education” statement as well. I find little success these days in explaining Why or How to a prospective client; they only seem to have the light go on when I show them real world scenarios. Forgive my real estate metaphor but the three most important things in achieving buy in are Case Studies, Case Studies, Case Studies.
Couldn’t agree more, Jeff, and the issue with executive buy-in can be just as prevalent in B2C as well. Even when a lot of the hard work has been done, and folks have put together case studies, resources, etc, there seems to be the, “Hmm, I see some value but can’t justify the investment”, whether that be financial, manpower or time.
The thing is, how did companies ever move into new spheres of business anyway? By taking a risk on something new.
At least with social, there are so many ways that you can gauge how much success you might have pre-involvement that it seems strange that so many stay outwith the option.
Hey ho…
Thank you so much for your inspiring & insightful sharing. After reading your article, I have imm. downloaded the corresponding report at White Horse wbesite ^^. I was surprised to find that the report even offers essential illustrations, such as a projection of marketers’ part time engagement on social media, & the forms of social media to be used. Highly recommended!!!
I thought that the New Marketing Labs New Marketing Experience seminar I went to a couple of months ago did a great job of bringing B2B people together to discuss how marketing practitioners could effectively use social media tools (and email marketing). I attended another event with Chris Brogan and Mitch Joel with a room that had a mix of B2B and B2C people that also shared some great ideas.
I think B2B people are getting that a) there is more to social media than some of the tools that gave caught on in the B2C community and b) that they have different things to measure than the B2C community. But, it definitely is more of a cultural shift than in the B2C community and that is ultimately going to mean a longer time to adoption.
.-= Sue Anne Reed´s most recent blog post …The Man Behind @BPGlobalPR =-.I think what would help B2B companies make the shift quicker is for the folks you mentioned (and others in the same space) to maybe start sharing results of campaigns they worked on.
It may be that the conferences and seminars get this information; but think how much traction a public blog post would get instead.
When you see successful results from the folks that are teaching about the shift, it makes it easier for B2B to buy in.
Cheers for your thoughts, Sue Anne
Coming from a B2B background, I’m excited to see how B2B companies are FINALLY starting to pick up on “all this social media stuff”. We all know that the adoption rate has been slower than B2C, and there has been much debate about “Is Social Media really suited for B2B businesses?”
A commenter above me pointed out that many B2B companies are slower to adopt to new technologies in general, not just “all this social media stuff” – and in my experience that’s 100% true.
Perhaps this B2B v B2C chatter will start dying down soon. I really hope so!
Perhaps also I’m just choosing to view this report as a “Horray, 40% of B2B business surveyed have at least one person focused on this!” rather than “Man, 60% of B2B companies don’t have anyone focused on SM”. Glass half-full. Either way it’s a good post and provides lots of food for thought.
Katie
Community Manager | Radian6
@misskatiemoThat’s the best way to view it, Katie. What I like about this report is that it’s not just saying what B2B still needs to do, but also what they’re doing better.
At the end of the day, every industry can learn from each other – adaptation of great ideas works no matter who you are.
Hi Danny..You must be such a nice person it reflects in your writing…I am just a beginner for the marketing process, But love to become like you..keep sharing.
In my opinion B2C is more suited to social media than B2B. This is because almost all internet users is a member of a social media site and these users are potential customers. When a business has a social media account they will have the advantage of direct interaction to potential customers and they do not to have hire them in order to visit the company’s profile page. What the company needs to do is to have very good content in order for them to have a great number of followers.
Marketing Philosophy recently posted…. The Best Marketing Strategies for Your Wholesale Business
I’m not so sure about this, Danny.
If you look for the detail in this report, well … there is no detail. I’m not sure a survey of “104 marketers” is statistically significant and valid. Based on this report, there’s no way to tell. I’m particularly concerned that they didn’t name how many companies were involved (i.e. were the 104 people from just 10 companies? Was it 50 companies from one industry?) and how many of them are true B2B versus hybrid (like John Deere, for example). And what about the size of the companies? That would be very significant information. There could be completely different data between let’s say GE and the corner tool and die shop.
These results seem counter to some of the recent findings from business.com which was statistically robust, so I’m suspicious.
In the rush to present research I’ve seen some very well known companies run roughshod with the statistics. I’m not saying WhiteHorse has done that but there is no way to tell. Let’s hold all these folks accountable for presenting valid information before it becomes part of the social media mantra. Thanks!
.-= Mark W Schaefer´s most recent blog post …Six ideas to build social media momentum =-.