Social media can be a useful tool for creating brand awareness, but are B2B marketers using it for demand generation as well?
According to a survey of more than 500 B2B marketers conducted by Eloqua, 64% of UK businesses use 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%).
Less than a third (32%) said they use social for lead generation and just 16% use social to assess market perception of their brand.
Further results from Eloqua’s survey can be seen below or on this dedicated minisite, and to find out more on this topic come to Econsultancy's B2B marketing conference, FUNNEL, at the Emirates Stadium next Tuesday, 13 November.
FUNNEL was created to help bring together sales and marketing teams to define better ways of turning awareness into interest and interest into revenue – while tracking the entire cycle.
Econsultancy is running a training course on Social Media & Online PR for B2B on 19 November in London, UK.
Reader comments (1)
Social Media & Community Manager, EMEA at Adobe
11:59AM on 12th November 2012
As a B2B marketer, I've been using social media to support demand generation for a couple of years now. I expect that as more companies invest in the right tools to measure the impact of their social media marketing, this number will increase. And I definitely agree with this key take away message: "Don't departmentalise your social media strategy". An integrated approach is key!
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