When Going to Market, LinkedIn Is B2Bs' Social Go-To - eMarketer

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When Going to Market, LinkedIn Is B2Bs' Social Go-To

More than eight in 10 B2B marketers use LinkedIn for product launches

April 30, 2015

LinkedIn continues to live up to its business-to-business (B2B) reputation, based on recent research. In March 2015 polling by Regalix, LinkedIn ranked as the No. 1 social media site used for product launches among B2B marketers worldwide, cited by 81%.

Twitter, which landed in second, trailed by 10 percentage points, while Facebook and YouTube tied for third, at 54%. Google+, SlideShare and Pinterest didn’t even come close.

In 2014 research by the Content Marketing Institute (CMI) and MarketingProfs, LinkedIn ranked as the most-used social media platform for distributing content among B2B marketers in North America, at 94%. And that usage was well deserved, as the social platform was also the most effective.

November 2014 research by Webmarketing123 highlighted the effectiveness of the business-oriented social network for the B2B industry. When asked which social networks had generated revenues for their company, US B2B marketers were most likely to cite LinkedIn, at 37%, with second- and third-place Facebook and Twitter each cited by just one-fifth. In comparison, just 14% of business-to-consumer marketers said LinkedIn generated revenues for their firm, vs. 56% for Facebook—the No. 1 response among this group.

eMarketer estimated in March 2015 that LinkedIn’s US digital ad earnings, made up of revenues from its Talent Solutions and Marketing Solutions—which include its Direct Sponsored Content and Sponsored Updates programs, as well as its job listings business—will rise 18.1% in 2015 to reach $530 million. Mobile and sponsored update advertisements are fueling the growth of LinkedIn’s ad revenues, and international ad revenues are rising at a healthy pace.

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