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15 Essential Social Media Facts and Figures For B2B Marketing

June 21, 2010

Social media has been the plaything for Business to Consumer (B2C) Marketers and they have always seemed to have grabbed the headlines because their products are funkier and sexier than a B2B 15 Essential Social Media Facts and Figures For B2B Marketing service or product. In fact B2B social media marketing has been put in the ‘boring’ category for too long.

I have noticed latelythough that the B2B social media marketers seem to be coming out of the closet, only this morning a friend of mine and fellow blogger Mark Schaefer sent me a link to a post at his blog called ‘Business‘ where he provides a fascinating case study about a company ShipServ who is a leading e-marketplace in the maritime industry providing a portfolio of software, services and hosted applications designed to enable efficient global shipping. This type of industry you would think is not appropriate for social media marketing but for some impressive stats pop over to Marks blog to read the story.

Also just last week this very cool YouTube Video was kindly sent to me byErnest Agency and I think they had a secret evil plan that if I liked it enough I would spread the word .. and you know what?.. it succeeded…it is very good, in fact it is even excellent and well worth taking 3 minutes and 48 seconds to view. I have also put some of the statistics into a text format for those of you who prefer to read than watch.

Some Facts and Figures To Consider For B2B Social Media Marketing

  1. 81 % of B2B companies have accounts on social media sites compared to 67% of B2C
  2. 75% of B2B brands participate in Twitter versus 49% of B2C
  3. 54% of Chief Information Officers ban the use of social networking sites such as Facebook, YouTube and Twitter at the workplace
  4. 93% of all business buyers believe all companies should be on social media platforms
  5. 85% of  of those buyers should use social media to engage and interact with them
  6. 9 out of 10 buyers say that when they are ready to buy, they will come looking for you
  7. Eight out of Ten  IT decision makers said word of mouth is the most important source when making buying decisions
  8. 37% of B2B buyers asked questions on social media sites when looking for suggestions
  9. 93% of B2B buyers use a search engine such as Google to begin the buying process
  10. 74% of C- Level executives say that the internet is a very valuable source of information
  11. Six out of  Ten C-Suite executives conduct more than six online searches a day
  12. Managers in information technology are the top ranked users of the Web for information gathering
  13. 49% of B2B marketers do not measure return on investment
  14. 90% of marketing deliverables not used by sales
  15. Sales generate 53% of their own leads and the marketing department provides only 24%

So how are you using social media marketing for your B2B go to market strategy?

6 Comments leave one →
  1. June 22, 2010 2:45 am

    Hi Jeff, great post as usual.

    If you get a chance can you expand on ” 90% of marketing deliverables not used by sales” and give some examples.

    I have been both in Corporate Marketing and Corporate Sales i can think of some examples but I did stuggle to make up the 90% figure.

  2. June 22, 2010 8:47 am

    Jeff, first off many thanks for blogging about our Vital Statistics video – hope your followers enjoy it.

    Cam, the ‘90% of marketing deliverables not used by sales’ stat comes from a report by Jeff Ernst entitled “The new rules of Sales Enablement” [Download here for free:

    Apologies I think the source on our blog needs correcting. From the anecdotes we’ve heard and our own experiences of working with a number of large IT services firms this statistic unfortunately rings all too true. It’s why we always try to ensure that any sales enablement tools (from playbooks to rich media videos) are scoped and tested with a sample of the people who will actually use them. That way we can go some way to avoiding the other problem Jeff E highlights – that sales people spend 30 hours a month searching for and creating their own sales materials. Hope this helps.

  3. June 22, 2010 3:39 pm

    B2B in some industries is tough because it is all about word of mouth, for the most part. I think this article does a great job providing valuable information to show just how drastic B2B marketing is changing. It is something definitely worth thinking about, especially if your business does sell wholesale, in addition to B2C.

  4. June 23, 2010 6:44 pm

    Love the data. Sure would be nice if you had a share this button on your blog so I can share with others easily. =) Don’t make me cut and paste. LOL


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