Vital statistics for every B2B marketer


16 Mar 2010 12:24:00
Back Paul Hewerdine

All the stats and facts any b2b marketers could need - in one place.

Use and abuse at your leisure... where possible we’ve tried to accurately cite the source and provide a link to the site where we came across the research.

B2B companies are ahead of their B2C rivals when it comes to social media adoption

    • 81% of B2B companies maintain company-related accounts or profiles on social media sites versus 67% of B2C
    • 75% of B2Bers participate in microblogging (eg. Twitter) versus 49% of B2Cers


Source: Business.com – 2009 B2B Social Media Benchmarking Study (http://www.emarketer.com/Article.aspx?R=1007404)

 

And the FTSE 100 are just plain running scared of Twitter

    • Just 16 of the FTSE 100 companies are using Twitter, despite the fact that 20% of Tweets contain a reference to a product or brand


Source: Virgin Media Business (http://ow.ly/1gDTf)

 

But CIOs could well be the biggest blocker to social media adoption
    • 54% of CIOs prohibit use of social networking sites, such as Facebook, MySpace and Twitter, while at work


Source: Robert Half Technology (http://rht.mediaroom.com/index.php?s=131&item=790)

 

Use of social media by B2B companies is validated by B2B buyer perspectives

    • 93% of business buyers believe all companies should have a presence in social media
    • 85% believe companies should not just present information via social media, but use it to interact and become more engaged with them


Source: Cone Inc - Social Media in business (http://ow.ly/1dLqJ)

 

And that’s because the B2B buying process is fundamentally changing

    • 9 out of 10 buyers say that when they’re ready to buy, they’ll find you

Source: DemandGen Report

    • Over 70% of purchases are restricted to established vendors or are heavily dependent on Word of Mouth recommendations

Source: Buyersphere ebook, Enquiro (http://ow.ly/YbQm)

    • More than 8 out of 10 IT decision-makers said word of mouth recommendations are the most important source when making buying decisions

Source: Forrester Research, How to take B2B relationships from Indifferent to Engaged: Jan 2009

    • 59% of B2B buyers engaged with peers who addressed their challenge, 48% followed industry conversationson the topic and 37% posted questions on social networking sites looking for suggestions


Source: Genius (http://www.genius.com/marketinggeniusblog/2767/a-glimpse-inside-the-mind-of-the-new-b2b-buyer.html)

 

Yet there are differing opinions as to where search comes into play in the buy cycle

    • 7 out of 10 buyers say that they start their buying process at vendor sites, not Google

Source: DemandGen Report (http://ow.ly/1d82N)

Versus

    • 93% of B2B buyers use search to begin the buying process


Source: Marketo (http://bit.ly/9O6pix)

 

If you think C-level executives aren’t active online, you’re sorely mistaken

    • The Internet is the C-Suites top information resource (74% of C-Level executives say it’s very valuable)
    • 53% of C-level executives said they prefer to locate information themselves
    • The C-suite first turns to mainstream search engines (63%) to locate information
    • 6 out of 10 C-Suite executives conduct more than six searches a day
    • Executives in IT are the most prevalent users of the Internet for information gathering


Source: Forbes Insight - The Rise of the Digital C-Suite (http://www.forbes.com/forbesinsights/digital_csuite/index.html)

 

Client marketers are warming to the idea of social media, but many are still to act

    • While 92% of client marketers agree that it would be unwise to ignore social media, 63% do not have a social media strategy


Source: The B2B Barometer (http://www.b2bbarometer.co.uk)

 

The relationship between Marketing and Sales in B2B organisations still remains fractious

    • Sales generate 53% of their own leads and marketing contributes just 24%

Source: 2009 CSO Report (http://bit.ly/7EbaHS)

    • 90% of marketing deliverables are not used by sales

Source: The New Rules of Sales Enablement (http://tiny.cc/jXRxX)

    • 49% of b2b marketers confess to not measuring ROI


Source: The B2B Barometer (http://www.b2bbarometer.co.uk)

 

And if you still don’t get the whole social media thing, it’s worth bearing in mind...

    • 89% of journalists make use of blogs while conducting their online research and 96% turn to corporate websites
    • 56% said social media was important or somewhat important for reporting and producing stories

Source: Cision and The George Washington University: (http://www.guardian.co.uk/media/pda/2010/feb/15/journalists-social-music-twitter-facebook)

Got some vital statistics you’d like to share... please feel free to add to the list.

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