A Baker’s Dozen of B2B Social Media Statistics for 2013

One of the challenges for any B2B company that adopts social media is to benchmark their success against other B2B companies. Statistics, like those collected below, are one way to spot trends in overall activity and spending. When you look at all the stats below in aggregate, you see that B2B companies are spending more on digital marketing and social media, they are dedicating resources to content marketing, but they are not driving traffic to their websites with social media.

If your first tendency is to shout that they are doing it wrong, you are not alone. But we don’t know what specific tactics these companies are using and what their goals are. If they are not creating compelling content or they’re not driving prospects back to their websites, then social media traffic will be small. If they are focused on lead generation, and the social traffic converts at a higher level than general traffic, they might be fine with how much traffic social drives. Start with trends that you may find in these statistics, but make sure you review your own social media metrics against your goals and other tactics.

Changes in Spending

49% of B2B marketers plan to increase their marketing budget in 2013. (Source)

9.5% of B2B marketers plan to decrease their marketing budget in 2013. (Source)

67% of B2B marketers plan to increase their digital marketing budget in 2013. (Source)

70% of B2B marketers plan to increase their spending on website development in 2013. (Source)

56% of B2B marketers plan to increase their spending on social media in 2013. (Source)

Content Marketing

93% of B2B marketers using content marketing use their website. (Source)

65% of B2B marketers using content marketing use social media. (Source)

58% of B2B marketers create their content internally. (Source)

35% of B2B marketers use personas to guide their content creation. (Source)

A B2B buyer will find three pieces of content about a vendor for every one that the company provides. (Source)

Traffic Sources

41% of B2B website traffic is driven by organic search. (Source)

40% of B2B website traffic is direct. (Source)

Only 2% of B2B website traffic is driven by social media. (Source)

Photo Credit: flickr

Another 18 Awesome B2B Social Media Statistics

B2B Social Media StatisticsWith the popularity of our 28 Awesome B2B Social Media Statistics post last year, we wanted to make sure we kept our readers up to date on the latest statistics coming out of various B2B social media reports and studies. Here’s a list of 18 additional stats from a variety of sources to curb your stat-hungry appetite.

Usage:

  • More than nine out of ten B2B marketers (93%) say they conduct social media marketing to some extent. (Source)
  • More than two-thirds of B2B marketers already used social media marketing as of December 2010, where the main focus of marketing efforts was brand building. Despite customer acquisition being B2B’s top goal for the year, less than half of respondents were using social media for lead generation. (Source)
  • More B2B companies have been using social media longer (52.6% reported 1 year or more) than their B2C counterparts (46.2% indicated 1 year or longer). (Source PDF)

Budget:

  • This year 78.5% of B2B marketers plan to increase their online budgets. (Source)
  • 69% of B2B organizations are increasing marketing budgets for inbound marketing tactics including social media. (Source)
  • Social media has become an integral part of marketing for B2B companies, with 62.6% of marketers planning to increase their spending this year. (Source)
  • 51% of B2B marketers said they will increase their content marketing budgets this year, and content marketing will make up 26% of overall B2B marketing budgets.  (Source)
  • In 2010, social media, websites and email each received a median of 10% of B2Bs’ online marketing budgets. (Source)

Channels:

  • Among surveyed B2B marketers who conduct social marketing, 26% cite LinkedIn as their single most important social tool, 20% cite Facebook, 19% cite blogging, and 14% cite a customer community as their top tool. (Source)
  • B2C are more focused on Facebook and B2B are more focused on LinkedIn and video. Also note that B2B companies are utilizing blogs more. (Source PDF)
  • B2B companies are significantly more likely to plan on increasing their use of LinkedIn (71% of B2B versus 51% of B2C). (Source PDF)
  • 39% of B2B companies plan on increasing their forum use (versus 34% of B2C). (Source PDF)
  • B2C companies are more interested in learning about Facebook (74%) and blogging (72%) versus B2B (Facebook and blogging: 65%). (Source PDF)
  • 100% of Fortune 500 Company’s have executives using LinkedIn. 50% of LinkedIn’s users are decision makers in their company. 41% people using LinkedIn for marketing have generated business with it. (Source)

Challenges:

  • Asked to identify the top 3 major obstacles to adopting social media marketing, 70% of B2B marketers cite a lack of resources. Such marketers are faced with other obstacles as well, citing the following:
    –  Poorly defined success metrics and key performance indicators: 57%
    –  Lack of knowledge about social media: 44%
    –  Management resistance: 22%
    (Source)

Mobile:

  • B2B mobile marketing spending will quadruple over the next five years, rising from $26 million in 2009 to $106 million in 2014. (Source)
  • 64% of B2B decision makers currently read their email via mobile devices. (Source)

Measurement:

  • Some 75% of B2B marketers who conduct social marketing say they do not measure the ROI of social initiatives. (Source)

If you know of any other B2B social media statistics please leave the stat and source in the comments below.

28 Awesome B2B Social Media Statistics

Below are a collection of B2B social media statistics collected from various sources covering a wide range of topics. We hope you enjoy digging into the numbers. If you have any other interesting stats, please add them in the comments and include the source with link.

Usage:

  • 86% of B2B firms are using social, compared to 82% of B2C. (Source)
  • B2B firms aren’t as active in their social media activity with only 32% engaging on a daily basis compared with 52% of B2C firms. (Source)
  • More than half (53.5%) of marketers surveyed said they currently use social media as part of their marketing strategy. This is up from 2009, when 45.0% of marketers said they used social media for marketing. (Source)

Forecasts:

  • Annual growth in US B2B online marketing spend is forecast at 8% in 2010 and is set to reach 14% by 2012. (Source)
  • B2B advertising spend on social media and lead generation sites is forecast to grow at an annualized rate of 21% and 17% respectively to 2013. (Source)
  • Online accounted for 7% of the B2B marketing mix in 2008. This is set to reach 12% by 2013. (Source)
  • Two thirds of B2B marketers believe that online must be complemented by traditional marketing activities. (Source)
  • Only 50% of B2B marketers formally analyze metrics to judge ROI – but those that do find online marketing more effective. (Source)
  • B2B marketing spending on social networking sites is predicted to rise 43.3%. (Source)
  • Forrester predicts B2B interactive marketing spending to reach $4.8 billion by 2014 – almost double that estimated for 2009 ($2.3 billion). (Source)
  • B2B social media marketing spending will grow from just $11 million in 2009 to $54 million in 2014. (Source)
  • US business-to-business (B2B) advertising and marketing spending will increase by 0.8% this year, to $129 billion. (Source)

Executive Interest:

  • 36% of B2B execs surveyed said there was low executive interest in social media in their company, compared with 9% of B2C marketers who said the same. (Source)
  • 46% of B2B respondents said social media was perceived as irrelevant to their company, while only 12% of consumer-oriented marketers had the same problem. (Source)

Focus:

  • According to an eMarketer study, B2B online marketers focus on lead generation (38%), retention (34%) and awareness (28%).  (Source)
  • The top applications for the use of social media for b2b marketers are thought leadership (59.8%), lead generation (48.9%), customer feedback (45.7%) and advertising on sites (34.7%). (Source)

Channels:

  • Asked to rate the effectiveness of specific social media sites in their marketing efforts, more than one-half of respondents said that Facebook was “extremely” or “somewhat” effective. Somewhat fewer said the same of LinkedIn, and just 35% considered Twitter effective. (Source)
  • In contrast, when Hubspot surveyed B2B companies in North America about lead generation through social channels, 45% rated LinkedIn effective, compared with just 33% who said the same of Facebook. (Source)
  • Methods generating the highest B2B ROI are topped by advertisers’ own websites, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters. (Source)
  • B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods. (Source)

Measurement:

  • 34% of B2B marketers said they were not measuring social success at all versus just 10% of B2C respondents. (Source)
  • Website traffic, brand awareness, engagement with prospects and engagement with customers are the leading metrics used to measure the success of social media for B2B companies. (Source)

Resource Allocation:

  • 60% of B2B firms have no staff dedicated to social media compared with 54% of B2C players. (Source)
  • Just 10% of B2B firms use outside agencies or consultants compared with 28% of B2C firms. (Source)

Budgets:

  • B2B product marketers were spending an average of 3.4% of their marketing budgets on social media in February 2010, and B2B services marketers were spending 6.5%. Respondents expected those proportions to reach 7.4% and 11%, respectively, over the next year. (Source)
  • B2B marketing spending on social networking sites is predicted to rise 43.3% in 2010. (Source)
  • 39.2% of B2B marketers say they plan to boost their marketing budgets in 2010, 47.5% plan to keep them flat; and 13.3% plan to decrease them.  Among those that plan to increase budgets, 11.1% plan to raise them by more than 30%; 18.8% plan to increase them between 20% and 29%; 31.1% plan increases between 10% and 19%; and 39.0% plan to increase budgets less than 10%. (Source)
  • Within online marketing, the top areas that will see spending increases include Web site development (70.7% plan increases), email marketing (68.6%), search marketing (62.3%), social media (60.3%), video (50.7%) and webcasts (46.0%) (Source)