Social media in B2B: what’s their benefit?

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Earlier today I virtually stumbled upon this infographic about the use of social media in so-called ‘non sexy’ business-to-business companies.

As far as this infographic is concerned: the various statistics and insights are quite interesting in their own right. Those figures of course should not be taken too lightly: every industry and every B2B organisation is unique as previous research by dutch marketing intelligence specialist TNS NIPO rightly emphasized.

What lessons can be drawn from this infographic?

Social media often deployed to send

A particularly striking insight is the large emphasis that B2B marketeers (still) seem to place on the use of social media for promotion purposes. Words like ‘listen’ or ‘monitor’ do not occur at all in the infographic. Apparently business exposure and traffic still are way more important measures to marketers than generating relevant leads and converting these into opportunities in close cooperation with sales.

The infographic therewith shows a part of the social business reality. It however is not 100% complete or correct. That applies for instance to the research question ‘how important are the following resources when researching and evaluating technologies and services to purchase?’. After all, only three answers are possible in this context:  LinkedIn, Twitter and Pinterest.

Infographic: business use of social media

Is the below infographic therefore not useful at all? No, this picture clearly shows how ‘the market’ sees and uses social media. Or rather: partly uses. And therefore where the opportunities are for B2B marketing and salesteams that look beyond throwing some random posts and pictures onto twitter, facebook and LinkedIn.

Do you want to find out more how to – for instance by using HubSpot – better leverage social media in marketing, sales and service? Read more about  marketingautomation in monitoring, and using relevant social signals, conversations and leads. Or contact us with your specific question or challenge.

Sociale media in B2B

The Science of Sharing: what emotions drive successful campaigns?

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Successful campaigns often are driven by chance and luck rather than science. Most marketers and sales professionals prefer to work from the gut – and their ‘professional instinct – rather than the brain or thru facts. In a world that’s becoming more and more content-inundated, standing out from the clutter and making that right, emotional connection is more imperative than ever before. This applies in business-to-business marketing as well. How can we in B2B get our content best shared by striking the right emotional chord?

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Persuasion: context and content

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Of course content matters. Yet content delivered within the right context is a lot more powerful.

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Royal profile LinkedIn

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Tomorrow is a special day to both Prince Prins Willem-Alexander and the Kingdom of the Netherlands. After a lifetime of preparation, he will start his new job as king. LinkedIn already properly congratulated our soon king to be to this career move as is shown below. 

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Practicing, not just preaching the inbound gospel

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By showing how their respective companies are making a difference, Kieran Flanagan (HubSpot) and Marcel Molenaar (LinkedIn) delivered the most compelling proof of the new marketing pudding. Last week both gentlemen spoke at the New Marketing 2013 (#NM13) conference run by ICT Valley in the Netherlands.

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