More than nine out of ten B2B marketers (93%) say they conduct social media marketing to some extent and cite LinkedIn as their single most important social channel, according to a new report from BtoB Online.
Among surveyed B2B marketers who conduct social marketing, 26% cite LinkedIn as their single most important social tool, 20% cite Facebook, 19% cite blogging, and 14% cite a customer community as their top tool.
Some 13% of B2B marketers cite Twitter as their most important social tool, and 7% cite YouTube.
Below, other findings from BtoB Online's report, Emerging Trends in B2B Social Marketing: Insights from the Field.
Obstacles to Adoption
Asked to identify the top 3 major obstacles to adopting social media marketing, 70% of B2B marketers cite a lack of resources. Such marketers are faced with other obstacles as well, citing the following:
- Poorly defined success metrics and key performance indicators: 57%
- Lack of knowledge about social media: 44%
- Management resistance: 22%
Measurement a Challenge