B2B Marketing and Social Media

10 Dec

The Content Marketing Institute (CMI) and MarketingProfs published their third annual research results: The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, sponsored by Brightcove.  Brightcove is an industry leader in providing video platform services and products used to distribute the world’s professional media. Results of the the research report showed in an increase in content marketing at the end of 2012 with a predicted increase in content marketing in the year 2013.  Marketers are spending 33% of their budgets on content marketing and 54% said they plan on increasing that budget in 2013.  On average B2B companies are using five tactics to put out their content.  What is the leading tactic marketers are using you may ask? Social media of course. Chart2_UsageTacticB

On average B2B marketers use five different social media channels to distribute their content. This includes utilizing social media sites, video channels, mobile content and virtual conferences. It seems that this increase i marks the acceptance of social media as an appropriate channel to distribute B2B marketing content. Surprisingly LinkedIn has past Twitter as the top site B2B marketers are utilizing.  Pinterest is also made on appearance on the list of sites utilized by B2B marketers. It jumped from 0& to 20% usage from the year 2011. Below is chart that shows social media site usage in 2011 compared to 2012. Screen Shot 2012-12-05 at 11.19.54 PM

It will be interesting to see this graph for 2013 and if feedback and movement towards social media marketing is still as popular as it is today.


One Response to “B2B Marketing and Social Media”

  1. Kayla Raguse December 10, 2012 at 8:15 pm #

    It was really interesting to see all of these statistics, but it is obviously no surprise that the use of social media has skyrocketed.I think LinkedIn has become such a great source for B2B marketing so I’m definitely not surprised that it passed Twitter in the rankings.
    What I think I am most interested about is the use of Pinterest. I think this could prove to be a great tool for B2B marketing but also marketing in general but I think it will take a lot of trial and error to get it all right.
    I think the basic concepts of Pinterest are clear but I think there is going to be a lot of back and forth on how Pinterest should be used when it is for marketing purposes. It will definitely be something to keep an eye out on and looking to see what other companies are coming up with.

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