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B2B Marketers Focusing More on Social Media

B2B marketingFor many B2B marketers, social media hasn’t been a primary focus until recently. This may not be all that surprising, since the B2B realm tended to focus more of their efforts on white papers and other traditional types of content where expertise could be demonstrated or technical information shared.

However, a recent study showed this may be changing, at least in the IT field. A study by IDG Connect found that social media is becoming increasingly popular among IT buyers when making technology purchase decisions. Of the 400 respondents, 57% cited social media as an important resource in making buying decisions—making it the second most popular tactic, just slightly behind search.

What’s more, this trend is expected to increase considerably in the near future. The respondents predicted that within two years, social-peer generated content will carry more weight than editorial and vendor content. Respondents also said they liked when vendor communications or conversations included references to virtual events, blogs, forums and other online resources.

This indicates that B2B marketers who haven’t made social media a high priority up until this point may want to reconsider their strategy and start devoting some resources to that area.

To find out how KEO Marketing helped one of our clients use social media to increase their conversion rate by 350% and boost revenues by 465% check out the case study, “Boosting reach, Engagement and Sales Through Social Media.”


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.