B2B Social Media 2017: Tying Efforts Back to Larger Business Goals - eMarketer
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eMarketer Report

B2B Social Media 2017: Tying Efforts Back to Larger Business Goals

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Executive Summary

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.

  • Measuring social media’s impact on revenues helps B2Bs embarking on their first social media strategy or companies assessing and refining their current program. Most B2Bs haven’t mastered social attribution and are still focused on engagement metrics.
  • B2Bs need to research and understand buyer behavior on social media before executing a social content marketing plan. This can be done through social insights.
  • The savviest B2Bs are creating content that is relevant to their buyers and then sharing it in a targeted way across social networks. The most effective social platform to use depends on each company’s unique priorities and goals.
  • A trend gaining traction for B2Bs in 2017 is using one-to-one relationships to extend social reach and influence. This is done through social selling, influencer targeting and employee advocacy programs.
  • Organic social media efforts can and should be amplified through advertising on social platforms. These initiatives must be targeted for maximum success.

"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."

The Debate Over Social Media’s Place in Marketing

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Reaching Buyers on Social Media

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Extending Social Reach and Influence Through Relationships

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Amplifying Content Through Social Advertising

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16 charts are included in the full report:

B2B Social Media 2017: Tying Efforts Back to Larger Business Goals

The Debate Over Social Media’s Place in Marketing

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)

Reaching Buyers on Social Media

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)

Extending Social Reach and Influence Through Relationships

Primary Benefits of Using Social Selling Tools According to B2B Professionals Worldwide, July 2016 (% of respondents)

Amplifying Content Through Social Advertising

B2B Marketers Worldwide Whose Organization Invests in Social Media Advertising vs. Finds Select Platforms Effective*, Sep 2016 (% of respondents)

Interviews included in the full report:

How B2Bs Can Perfect Their Social Selling Strategy

Interview conducted on January 12, 2017

For Intel, Social Media Is a Content Distribution Machine

Interview conducted on January 24, 2017

SAP’s Top Social Sellers Have a Quota Achievement of Over 160%

Interview conducted on January 19, 2017

Xerox Embraces Social Selling to Increase Sales Force Productivity

Interview conducted on January 24, 2017

B2Bs Are Still Struggling with the Aftermath of the Rush to Social

Interview conducted on January 19, 2017

Oracle’s Social Media Secret Recipe: Measure, Optimize, Repeat

Interview conducted on January 25, 2017

Interview conducted on January 13, 2017

Interview conducted on January 20, 2017

Interview conducted on January 18, 2017

Interview conducted on January 20, 2017

Interview conducted on January 10, 2017

Interview conducted on January 9, 2017

Interview conducted on January 12, 2017

Interview conducted on January 23, 2017

Interview conducted on January 18, 2017

Interview conducted on January 18, 2017

Interview conducted on January 10, 2017

Interview conducted on January 10, 2017

Interview conducted on January 25, 2017

Interview conducted on January 20, 2017