But B2B social media marketing in general remains a lower priority than Web development and email marketing.
According to a November survey by BtoB Magazine, 2013 Outlook: Marketing Priorities And Plans, Web development is the highest priority for for the majority of U.S. marketers, with 70% indicating that they’ll increase budgets. Email outreach is also important, with 62% saying they will be spending more on the channel. Web 2.0 initiatives like social media marketing and video will receive less attention, though more than 55% of those surveyed plan to increase expenditures. Mobile is the lowest of these priorities, with about a third planning to spend more.
Social media’s specific application to B2B companies can be successfully leveraged to drive leads and revenue, providing the right mix of rich data and reduction in marketing expenses. Marketers need to thoroughly integrate social media within their companies — find your most loyal customers via social and nurture them. Customers expect this, they will become more loyal, and they’ll tell others about you. I’ll be writing about this more in a series of upcoming posts.
Other interesting B2B marketing statistics from the study
49% of B2B marketers are planning to increase their budgets over the next 12 months, a 9% increase in projections vs. 2012.
In addition, 67% of marketers indicated that they’ll increase their digital expenditures this year, which leads every channel category.
In 2013, B2B marketers will spend on the channels they have found effective in getting content in front of their target audiences. Of those surveyed, 93% said they used their website in 2012 for content marketing, followed by social media (65%). Traditional marketing via print materials is still in the mix as a major part of branding strategy. Mobile is last in line at 21%.