Below are a collection of B2B social media statistics collected from various sources covering a wide range of topics. So grab a coffee, have a read and think about that social media strategy you’ve been putting off for your business to successfully engage on a B2B basis…
Usage:
- 86% of B2B firms are using social, compared to 82% of B2C. (Source)
- B2B firms aren’t as active in their social media activity with only 32% engaging on a daily basis compared with 52% of B2C firms. (Source)
- More than half (53.5%) of marketers surveyed said they currently use social media as part of their marketing strategy. This is up from 2009, when 45.0% of marketers said they used social media for marketing. (Source)
Forecasts:
- Annual growth in US B2B online marketing spend is forecast at 8% in 2010 and is set to reach 14% by 2012. (Source)
- B2B advertising spend on social media and lead generation sites is forecast to grow at an annualized rate of 21% and 17% respectively to 2013. (Source)
- Online accounted for 7% of the B2B marketing mix in 2008. This is set to reach 12% by 2013. (Source)
- Two thirds of B2B marketers believe that online must be complemented by traditional marketing activities. (Source)
- Only 50% of B2B marketers formally analyze metrics to judge ROI – but those that do find online marketing more effective. (Source)
- B2B marketing spending on social networking sites is predicted to rise 43.3%. (Source)
- Forrester predicts B2B interactive marketing spending to reach $4.8 billion by 2014 – almost double that estimated for 2009 ($2.3 billion). (Source)
- B2B social media marketing spending will grow from just $11 million in 2009 to $54 million in 2014. (Source)
- US business-to-business (B2B) advertising and marketing spending will increase by 0.8% this year, to $129 billion. (Source)
Executive Interest:
- 36% of B2B execs surveyed said there was low executive interest in social media in their company, compared with 9% of B2C marketers who said the same. (Source)
- 46% of B2B respondents said social media was perceived as irrelevant to their company, while only 12% of consumer-oriented marketers had the same problem. (Source)
Focus:
- According to an eMarketer study, B2B online marketers focus on lead generation (38%), retention (34%) and awareness (28%). (Source)
- The top applications for the use of social media for b2b marketers are thought leadership (59.8%), lead generation (48.9%), customer feedback (45.7%) and advertising on sites (34.7%). (Source)
Channels:
- Asked to rate the effectiveness of specific social media sites in their marketing efforts, more than one-half of respondents said that Facebook was “extremely” or “somewhat” effective. Somewhat fewer said the same of LinkedIn, and just 35% considered Twitter effective. (Source)
- In contrast, when Hubspot surveyed B2B companies in North America about lead generation through social channels, 45% rated LinkedIn effective, compared with just 33% who said the same of Facebook. (Source)
- Methods generating the highest B2B ROI are topped by advertisers’ own websites, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters. (Source)
- B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods. (Source)
Measurement:
- 34% of B2B marketers said they were not measuring social success at all versus just 10% of B2C respondents. (Source)
- Website traffic, brand awareness, engagement with prospects and engagement with customers are the leading metrics used to measure the success of social media for B2B companies. (Source)
Resource Allocation:
- 60% of B2B firms have no staff dedicated to social media compared with 54% of B2C players. (Source)
- Just 10% of B2B firms use outside agencies or consultants compared with 28% of B2C firms. (Source)
Budgets:
- B2B product marketers were spending an average of 3.4% of their marketing budgets on social media in February 2010, and B2B services marketers were spending 6.5%. Respondents expected those proportions to reach 7.4% and 11%, respectively, over the next year. (Source)
- B2B marketing spending on social networking sites is predicted to rise 43.3% in 2010. (Source)
- 39.2% of B2B marketers say they plan to boost their marketing budgets in 2010, 47.5% plan to keep them flat; and 13.3% plan to decrease them. Among those that plan to increase budgets, 11.1% plan to raise them by more than 30%; 18.8% plan to increase them between 20% and 29%; 31.1% plan increases between 10% and 19%; and 39.0% plan to increase budgets less than 10%. (Source)
- Within online marketing, the top areas that will see spending increases include Web site development (70.7% plan increases), email marketing (68.6%), search marketing (62.3%), social media (60.3%), video (50.7%) and webcasts (46.0%) (Source)