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Published: February 21, 2017
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As business-to-business (B2B) decision-makers continue to expand their use of social networks for information and research, B2B marketers see an opportunity to reach and influence their audience on such platforms. Still, for most B2Bs, social media has not yet been ingrained into the bigger business and marketing strategy, potentially making it harder to achieve goals.
"More than 84% of US B2B marketers said social media was a marketing tactic used to acquire customers, according to the “State of Pipeline Marketing 2016” report."
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Marketing Tactics Used by US B2B Marketers* to Acquire Customers, Oct 2016 (% of respondents)
Level of Social Media Presence at Their Company According to US* B2B Marketers, Aug 2016 (% of respondents)
Current vs. Expected Social Media Marketing Spending Share According to US B2B and B2C Marketing Executives, by Sector, Aug 2013-Aug 2016 (% of total marketing spending)
Reasons that Their Company Does Not Have a Social Media Presence According to US* B2B Marketers, Aug 2016 (% of respondents)
Number of Employees Dedicated to Social Media Marketing at Their Company According to US* B2B Marketers, by Company Size, Aug 2016 (% of respondents)
Effectiveness vs. ROI* of B2B Social Media Marketing According to US** B2B Marketers, by Primary Goal, Aug 2016 (% of respondents)
Measuring Social’s ROI
US B2B vs. B2C Marketing Executives Who Can Show the Effect of Social Media on Their Business, by Sector, Aug 2014-Aug 2016 (% of respondents)
Social Media Metrics Tracked by B2B Marketers Worldwide, April 2016 (% of respondents)
US* B2B Marketers Whose Social Media/Social Media Management Systems Are Integrated with Marketing Automation or CRM, Aug 2016 (% of respondents)
Sources Used by US B2B Marketers for News, Oct 2016 (% of respondents)
The Platforms that Are Most Effective
Most Effective Social Media Platforms for Meeting Marketing Objectives According to B2B Marketers Worldwide, Sep 2016 (% of respondents)
Usage vs. Importance* of Select Content Distribution Channels According to B2B Marketers in North America, Aug 2016 (% of respondents)
Effectiveness of Social Media for Delivering Content and Engaging Audiences According to B2B Marketers Worldwide*, by Platform, July 2016 (% of respondents)
Primary Benefits of Using Social Selling Tools According to B2B Professionals Worldwide, July 2016 (% of respondents)
B2B Marketers Worldwide Whose Organization Invests in Social Media Advertising vs. Finds Select Platforms Effective*, Sep 2016 (% of respondents)
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