Business to business (B2B) marketing has always been a tougher nut to crack than business to consumer (B2C), and that’s particularly true in modern marketing mediums such as social media and mobile.
For brands looking to generate leads and sales in this space, identifying what does and does not work is key not only to success, but survival. Moreover, contentedly sitting on your laurels usually leads to disaster – the industry shifts so quickly that something that worked effectively today can quickly become ineffective tomorrow. At least, that’s what we’ve been led to believe. So, heading into 2014, what are the best methods for finding B2B customers?
Well, it probably isn’t going to be social media. A recent study suggested that social was rated as effective for generating leads by just 5 percent of B2B brands, compared to 39 percent who cited outbound marketing and 27 percent who favoured events. Of the top social platforms, LinkedIn was rated most effective, but still paled in comparison to tried-and-tested tools like radio and TV ads, direct mail, search marketing and email.
Yep. B2B marketing is still obstinately refusing to move forward. So if you’re a social media marketer working in that space, best of luck to you. It looks like, right now, you’re going to need it. Or maybe you’ll be one of the (relatively) few to buck the trend? Either way, this visual from Placester contains a ton of interesting statistics that should help you to make a better, more informed choice for 2014, and beyond.