B2B Marketers Struggle With Changing Roles

Even while more and more consumers are using social media to help them make purchasing decisions, most B2B marketers are not using social networking and digital marketing tools to reach their audiences, according to a study that examines marketing's evolving role in the enterprise.

One-half (50%) of B2B marketers surveyed say they do not blog, 49% say they don't use Twitter, and 42% say they don't use Facebook, and 25% don't use LinkedIn; moreover, many don't use AdWords, marketing automation, and SEO tools, either, the study found.

Success Gauged by Revenue

Even as they struggle with adoption of current marketing tactics, B2B marketers are squarely focused on revenue generation as a key success metric, according to the study from Genius.com and BtoB magazine.

The B2B marketers surveyed align their metrics with bottom-line business objectives: 61% say driving revenue is the most important metric when judging campaign success, while 40% cite Sales-accepted opportunities and 39% cite qualified leads.

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