Are you LinkedIn with your customers? Do you Tweet? These are the questions B-to-B marketers will increasingly be asked by customers, prospects, partners and their own bosses.
The 2010 Chief Marketer Survey on Interactive Marketing shows that B-to-B marketers, like their B-to-C counterparts, are already casting a broad digital net to catch potential customers and sales.
Here’s a look at the B-to-B interactive and social trends uncovered by the survey:
Popular channels: The tactics they used last year track pretty closely with those in the consumer marketing segment, with e-mail marketing used by 78.6% of respondents and e-mail newsletters by 73.1%. But off-site social networks were the third most frequently cited channel, with 57.1% of respondents saying they used sites such as Facebook, LinkedIn or YouTube to put their brands and messages in front of audiences.
Top 10 B-to-B Interactive Marketing Channels
| 78.6% | |
|---|---|
| E-newsletters | 73.1% |
| Social Networks | 57.1% |
| SEO | 51.6% |
| Display Ads | 41.8% |
| 40.1% | |
| Webinars | 37.4% |
| Corporate Blogs | 33% |
| Paid Search | 32.4% |
| Personalized URLs | 25.3% |
The wide array of media available and the demands using that full range put on limited staff and budgets was cited as a challenge by a number of respondents.
