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Firms need more tools and technology to measure success. Although they have been slower than their business-to-consumer counterparts to adopt social media strategies, business-to-business marketers are increasingly acknowledging the value of social media.
According to research from global consulting firm Accenture, almost two-thirds of B2B marketing executives view social media as an extremely important or a very important channel to interact with customers, partners and stakeholders. However, only 7% of the survey group felt that their organization was leveraging social media very heavily.
In addition, the Accenture survey showed that 9% of B2B marketers were not using social media at all. To that point, a study by Webmarketing123 compared social network activity among B2C and B2B brands and found that 12% of B2B marketers neglect social networks entirely, compared to only 2% of B2C marketers.
According to Kevin Quiring, North America CRM lead at Accenture, uncertainty may be the reason for ignoring social. “B2C marketers have been doing social media at scale for 3 to 5 years and have had a significant head start,” Quiring said. “Now B2B marketers have to learn the tough lessons about engaging in the dialogue and having to deal with the damage control that comes along with that—and that frightens them.”
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