While it’s fairly common for consumer brands to shout about their successes in social media marketing, finding convincing B2B case studies is a far more difficult task.
According to a recent survey, a majority of UK businesses (64%) are using social media as a marketing tool, with the most popular reasons being for brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%).
And social has certainly proved to be an important marketing and sales channel for Econsultancy, even though we do occasionally have difficulties working out the exact ROI.
However it still accounts for only a fraction of the traffic and leads for US B2B websites according to data from Optify. Overall, social accounts for 1.9% of traffic compared to 41% for organic search.
Even so, to try and shed some light on the benefits of social marketing, I've found five examples of B2B companies that have achieved success using social media.
B2B marketing is also one of the categories in #TheDigitals, our new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.