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How B2B Companies Use Social Media


Guest post by Sylvia Jensen, the Director of EMEA Marketing at Eloqua

Apparently, way back in 2010, 294 billion emails were being sent every day. It’s probably a few more by now. It probably also feels like you send at least 2 billion of them, all saying the same thing over and over again. In fact, it is revealed that getting bogged down by repetitive steps is one of the biggest pains of working in marketing today – probably because 85% of UK marketers don’t have automated lead nurturing programmes in place. Unfortunately, repetition is shown to work.

According to industry experts, your prospects need to receive emails anywhere between three and seven times before they act on them. The art is to know who to email what, and how often – frequently enough to get your message across, but not enough to encourage them to unsubscribe. Easily said: but if you’re having to manually send these emails each time, and going through manual lists to see who’s at what stage and which email they need to receive next, then you are probably, quite rightly, going mad. We know the power of social media in creating brand awareness, but are companies using it to drive demand generation as well?

Social media as a marketing tool Only 64% of the UK companies surveyed use social media as a marketing tool, meaning that over a third (36%) do not. Within those companies, the PR/communications department is most often responsible for the social media strategy and output (in 26% of cases).  Interestingly, the next most common arrangement is for social media to be shared across different departments (23%), while only 11% of companies using social media marketing leave it under the control of the website team. Companies cited three top reasons for using social media: creating brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%). Under a third (32%) said they use it for lead generation, while only 16% use social media to assess market perception of their brand.

To discover further research and insights, click on the infographic above and join the Modern Marketer mission.

  • Only 64% of the UK companies surveyed use social media as a marketing tool << Tweet This Stat! >>
  • Most companies (43%) admit they have no strategy in place for incorporating social media into demand generation << Tweet This Stat! >>
  • Those who use social media for demand generation, 80% use Facebook, 78% use Twitter and 51% use LinkedIn << Tweet This Stat! >>

Guest Post: Sylvia Jensen is the Director of EMEA Marketing at Eloqua. Sylvia heads up Eloqua’s marketing in Europe, the Middle East and Africa, working with tech companies like Oracle, WebEx, Palm and Coremetrics. You can follow her on Twitter and LinkedIn.

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