BtoB’s newest research report, released May, 2013, is designed to provide senior-level marketers with a snapshot of the current state of social media marketing, and insights into trends to watch for going forward. This reports includes over 54 pages and 72 charts and graphs that are based on the 432 responses from b2b marketers, surveyed in January and February 2013. From this research you will learn: How are b-to-b marketers budgeting for social media marketing? What social media strategies and tactics do they find to be most effective? How are metrics being used to judge success? Which social platforms are most preferred? To learn more about this report, visit www.btobonline.com/section/intelligencecenter

1. BtoB magazine
BtoB Research Report – Sample Charts and Insights
Social Media Marketing:
Best-in-Class Marketers Rise to The Top (May 2013)
BtoB’s newest research report, released
May, 2013, is designed to provide senior-level
marketers with a snapshot of the current state of
social media marketing, and insights into trends to
watch for going forward.
This reports includes over 54 pages and 72 charts
and graphs that are based on the 432 responses
from b2b marketers, surveyed in January and
February 2013. From this research you will learn:
• How are b-to-b marketers budgeting for social
media marketing?
• What social media strategies and tactics do they
find to be most effective?
• How are metrics being used to judge success?
• Which social platforms are most preferred?
To learn more about this report, visit
www.btobonline.com/section/intelligencecenter

2. BtoB magazine
Table of Contents

3. BtoB magazine
EXECUTIVE SUMMARY (EXCERPT)
SOCIAL’S KEY DRIVERS
Social media continues to make inroads in the marketing suite as marketers realize its key
strengths. These include the opportunity to reach a larger audience via a popular platform and
its (generally) low cost, in particular when it comes to “earned” social media content and
mentions. Other factors include the widespread adoption of social media in the b-to-b market,
and presumably the fear of being left behind in the use of this channel.
It’s clear that the social phenomenon is driving the eager response by marketers. As of late
2012, Facebook had more than 1 billion users worldwide, more than half of whom access the
site on mobile devices. Twitter has more than 500 million users worldwide, and LinkedIn has
topped 200 million users. The growth of these channels continues, as they improve their
interfaces, add compelling new features and expand their advertising capabilities.
Marketers continue to have multiple social media options at their disposal. In addition to the
“big three” of LinkedIn, Facebook and Twitter—as well as trusted “standbys” such as blogging
and community forums—relative newcomers include Google+, which has the advantage of
being driven and promoted by the dominant search engine, and Pinterest, which is being
explored for its business potential (along with other image-centric platforms such as Flickr and
SlideShare). Meanwhile, YouTube cannot be underestimated as a valuable way to demonstrate
products and services, and for the opportunity to have videos go viral through extensive
sharing. YouTube is the world’s second largest search engine and is indexed by the world’s
largest—its owner, Google.
Source: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
To learn more about this report, visit www.btobonline.com/section/intelligencecenter

4. BtoB magazine
EXECUTIVE SUMMARY (EXCERPT)
SOCIAL MONITORING TOOLS
The range of tools that marketers use to monitor, analyze and report on their social media
marketing campaigns is diverse. HootSuite is among the most popular dashboards, with Google
Insights, Twitter’s TweetDeck, RSS feeds, Twitter Search, HubSpot and Salesforce.com’s Radian6 all
having strong followings.
HootSuite recently announced an integration with Webtrends Analytics for its enterprise
clients, which will add reports showing connections between social media messages and website
conversation, including sources of most valuable traffic and the social platforms that provide the
greatest ROI. HootSuite also has entered the enterprise social media field with the recent launch of
HootSuite Conversations, a tool for internal team collaboration.
Earlier this year, TweetDeck said it planned to suspend its mobile versions and focus development
efforts on Web-based versions. With the rise of mobile, it will be interesting to see how this
develops.
Salesforce.com recently combined social listening and analytics technology from its Radian6 tool
with content publishing and social media management solutions from Buddy Media, which it
acquired last year. The upgraded Marketing Cloud now also includes metrics supplied by such
analytics vendors as Clarabridge Link, Klout, Kred, Rapleaf and Trendspottr.
HubSpot recently acquired Chime, whose plug-in for Google’s Chrome Internet browser aggregates
notifications from Gmail, Facebook, LinkedIn and Twitter into a single stream of notices.
Source: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
To learn more about this report, visit www.btobonline.com/section/intelligencecenter

5. BtoB magazine
Adoption of Social Media Marketing--
Accelerating
9%
31%
33%
18%
3%
7%
28%
32%
26%
6%6%
29%
38%
22%
4%4%
15%
34%
37%
10%
Stage One: No
involvement. We have not
changed our business
operations.
Stage Two: Somewhat
involved.
Stage Three: Moderately
involved.
Stage Four: Very involved. Stage Five: Fully
integrated. We center our
marketing on social media.
2011
2012
2013
2014
Please indicate your company's current stage of adoption of social media marketing tactics in terms of
advertising, communications, customer support, new product development and other activities.
Adoption of Social Media Marketing-- Accelerating
Source: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
To learn more about this report, visit www.btobonline.com/section/intelligencecenter

6. BtoB magazine
Effectiveness of Primary Social Media
by Marketing Goal
2.10
2.46
2.75
2.94
3.16
3.19
3.22
3.35
3.58
3.59
3.63
3.86
Product Co-creation
Product Development
Sales revenue
Customer Support
Customer feedback
Competitive intelligence/listening
Lead generation
Search engine optimization
Website traffic-building
Community building (i.e. listening to social buzz)
Product/event promotion
Branding
Choose how effective this ONE most important method of social media marketing is for the following marketing and
communication goals. Please rate on a 1-5 scale where 1 is Not Very Effective and 5 is Very Effective.
Effectiveness of Primary Social Media By Marketing Goal
Source: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
To learn more about this report, visit www.btobonline.com/section/intelligencecenter

7. BtoB magazine
Social Media Budget Change
57%
42%
1%
Increase
Remain the same
Decrease
Social Media Budget Change
How will your company's social media marketing budget change in 2013?
Source: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
To learn more about this report, visit www.btobonline.com/section/intelligencecenter

8. BtoB magazine
BtoB Research Report – Sample Charts and Insights
Social Media Marketing:
Best-in-Class Marketers Rise to The Top (May 2013)
To learn more and purchase this report, visit
www.btobonline.com/section/intelligencecenter