Specialist B2B marketing agency, Earnest, has created a new viral highlighting vital statistics for B2B Marketers to illustrate the changing landscape faced by B2B marketers.
The video aims to highlight the how B2B marketers are ahead of their B2C counterparts in the adoption of social media, a trend compounded by fundamental changes in the B2B buying cycle. The viral also touches on the problematic relationship between marketing and sales teams and why now is the time for business marketers to adapt and respond to what Earnest is calling the 'new world order'.
Key statistics in the viral include the fact that 81 per cent of B2B companies maintain company-related accounts or profiles on social media sites versus 67 per cent of B2C, while three-quarters of B2B marketers participate in microblogging, such as Twitter versus 49 per cent of marketers in the B2C arena.
However over half (54 per cent) of CIOs prohibit the use of social networking sites, such as Facebook, MySpace and Twitter, while at work.
Other vital statistics include:
- 93 per cent of business buyers believe all companies should have a presence in social media
- 85 per cent believe companies should not just present information via social media, but use it to interact and become more engaged with them
- While 92 per cent of client marketers agree that it would be unwise to ignore social media, 63 per cent do not have a social media strategy
- 90 per cent of marketing deliverables are not used by sales
- 49 per cent of B2B marketers confess to not measuring ROI
Chris Wilson, MD at Earnest and ABBA chairman of commented: "Every week new statistics are emerging with sometimes contradictory views on the trends impacting B2B marketing. We created this video to help B2B Marketers make sense of what's going on - and the fundamental changes that are underway."
Paul Hewerdine, planning director at Earnest added, "The B2B Marketers who are leading the charge, with formal search and social media strategies, will find our 'Vital statistics' video hugely reassuring. For others, it may prove an important wake up call that the way businesses buy is changing - and we as marketers need to adapt now or lose out."