Plans & Pricing
Does My Company Subscribe?
Director, Customer Engagement, TrapIt
Business-to-business (B2B) social media marketing is undergoing a transformation. Though B2Bs have trailed behind B2C companies in social media marketing, they are catching up and taking a more strategic, sales-driven approach. Kim Babcock, director of customer engagement at social selling software provider TrapIt, spoke with eMarketer’s Maria Minsker about the unique challenges B2Bs face on social media, and shared her social selling best practices.
eMarketer: What are some common goals B2Bs have for their social media marketing efforts?
Kim Babcock: We know that buyers are doing research online and on social media, but they don’t engage with B2B organizations directly until they’re ready to buy. As a result, the goal for B2Bs has become positioning their sales force as subject matter experts and trusted advisors. In other words, they’re taking a much more consultative approach to their sales efforts. This is achieved through content marketing—it’s a great way to drive brand awareness.
What Social Media Platforms Do B2B and B2C Companies in Spain Use? (% of respondents, May 2018)
Tactics Used by US B2B Professionals to Drive Account-Based Marketing (ABM), July 2018 (% of respondents)
How Well Do US B2B Professionals Integrate Data with Their Customer Relationship Management (CRM) Systems? July 2018 (% of respondents)
Ways in Which B2B Sellers Are Targeting B2B Buyers According to US B2B Professionals, July 2018 (% of respondents)
Difficulty of Aligning Sales and Marketing Data When Executing Programs Across Multiple Channels According to US B2B Professionals, July 2018 (% of respondents)
B2B Marketing Data: Capturing and Managing Data for Actionable Insights
B2B Ecommerce 2018: Transforming Buying and Selling
Podcast Ads Aren't Commercials—They're Part of the Story
How B2B Marketers Can Step Up Their Precision and Personalization
Why Many B2B Marketers Struggle With CRM Integrations
Why Marketers Struggle to Define Artificial Intelligence