New Survey Finds B2B Marketers Gaining Ground in Social Media

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'B2B Goes Social: A White Horse Survey Report' released by White Horse indicates that B2B marketers social adoption is keeping pace with B2C counterparts but wide acceptance hinges on executive support.

The Pulse of Social Media Marketing Survey

B2B marketers are keeping pace with their B2C counterparts in adoption of social media marketing tactics in several key areas, but wide acceptance hinges on executive support, according to a new survey issued by White Horse, a B2B-specialized digital agency.

'B2B Goes Social: A White Horse Survey Report', based on "The Pulse of Social Media Marketing Survey" conducted in March 2010, compared B2B social media marketing use to B2C in the areas of staffing, support, utilization, and measurement. The research indicates that despite internal obstacles, B2B social media usage is gaining on B2C: 86% of B2B marketers are using social media, compared to 82% of B2C. However, the degree of engagement varies significantly: 52% of B2C marketers are engaged in daily social media marketing, compared to only 32% of B2B marketers.

In the use of specific tactics, B2B marketers were nearly at parity with their B2C counterparts. Some tactics showed a marked contrast based on their unique strengths: B2B marketers use podcasts and participate in third-party forums slightly more often than B2C, and they rely on mobile applications and user-generated content significantly less often.

The survey strongly underscored the need for better internal education tools for B2B marketers to prove the value of social media. Among B2B marketers, 46% cited “perceived irrelevance” as an obstacle to internal approval, compared to only 12% for B2C marketers. To help B2B marketers overcome such obstacles, White Horse released the "Time Method to B2B Social Media Engagement" whitepaper in March. Marketers can use the framework provided in the report to create a social lead generation strategy that aligns with their brand goals.

“Social media is fertile ground for B2B lead cultivation. B2B marketing tends to be relationship-driven, and social media can be a natural facilitator for that approach,” said Eric Anderson, VP of Marketing at White Horse.

Download a free copy of 'B2B Goes Social: A White Horse Survey Report' at the White Horse B2B Brain Trust resource center.

About White Horse
White Horse is a 30-year-old digital marketing agency with a specialization in B2B. White Horse was recently named to BtoB Magazine’s Top Agency List for the 9th year in a row. White Horse services include Web development, digital marketing, technical engineering, emerging media, and audio/video production. Visit the White Horse portfolio.


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Ami Martin
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