For the most part, I am a B2B marketer rather than a B2C marketer. I can and do perform the B2C work, but I have always gravitated to B2B. Maybe it is that bias that got me into the social media game a bit later than many of my B2C marketing colleagues.
To my surprise, based on the findings from the March 2010 research from marketing automation firm Genius.com and BtoB magazine, I am not alone in my lateness to the game and the general resistance to this form of (relationship building) and marketing. The study found that:
- Almost three-quarters of B2B marketer respondents (73%) have less than two years of social media marketing experience. I am guilty as charged!
- About one-half of business-oriented marketers are staying away from social tools such as blogging and Twitter. Thankfully, I am no longer in this category.
- B2B marketers are a little more receptive to Facebook, with about 38% using it.
- The social networking site LinkedIn is by far the most used with about three-quarters of B2B marketers using it.
- Interestingly, Business.com found in 2009 that those B2B marketers who do use social media tend to do so more extensively than their business-to-consumer counterparts. So, we’ve got that going for us.
The truly sad part of these results is that social media offers B2B marketers with an immense opportunity to connect with their current and future customers. And, it can be a platform for them to quickly and cheaply test out a new product idea. But still, we (the B2B marketers) are resistant. If I had to guess though, I would expect that this will change in the very near future. We B2B marketers are starting to drink and crave the Kool-Aid.