B2B marketers still lagging in social media

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.


Marketing Tools Not Used by B2B Marketers in North America, March 2010 (% of respondents)


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. 

Happy marketing!


2 responses to this post.

  1. Hi Dear,

    I truly agree with your point of view, social media and interaction with the public is indeed very necessary as the best way to understand customers is direct speaking to them and that is the most reliable source of feedback. 🙂
    Keeping many such things in mind we have introduced an e-marketplace based on a unique concept of B to A…We have launched http://www.qalixa.com as a better source for a wider approach to the people, based on B2A, B2B, B2C and B2G concept which will make things easier for both the sales professionals and clients.
    We hope you will like our unique B2A concept, which is simply Business for all….
    We hope to hear from you….



    • Posted by sharonmarkovsky on January 18, 2011 at 11:32 am

      Thank you for your kind words with regard to my blog post. I agree with you that customers and noncustomers need a way to interact socially with companies.

      Thanks again,


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