1.
How Do B2B
Marketers Use Social
Media?
Seth Yates
Yesler B2B

2.
Why The
Focus on
B2B?

3.
B2B Sales
Are 2X
B2C Sales
B2B B2C
U.S. E-commerce Sales
$1.1T
$517B
*Digital Commerce 360 B2B Report, 2019

4.
- Edwin Vlems, Inbound Specialist and Teacher
“Most of marketing education is
focused on consumer products like
beer or soap.”

5.
- Random dude at SIC, probably
“All the stuff I see online mostly
applies to B2C, not B2B.”

6.
 Head up social at Yesler, a B2B
marketing agency
 We work out of the Smith Tower
 I LOVE to ski
 Am on ALL the social channels
@SethAYates
About Me

7.
What We’ll
Cover Today
 The difference between B2C /
B2B
 Data on how B2B marketers
use social media
 New ideas to try on social as a
B2B marketer
 Questions

8.
A quick refresher
What Is The
Difference
b/w B2C &
B2B?

9.
 A form of transaction between
businesses
 A form of transaction between a
business and an end-user consumer
B2C
(business-to-
consumer)
B2B
(business-to-business)

10.
B2C B2B

11.
*Most times, but not always
If you can buy it in a store,
it’s probably a B2C transaction.

12.
In data we trust
Data: How
B2B
Marketers Use
Social Media

13.
 LinkedIn lost the title last year, couldn’t
regain this year
 Instagram grew the largest this year
(10%)
Most B2B
Marketers use
Facebook
FACEBOOK
LINKEDIN
TW ITTER
INSTAGRAM
YOUTUBE
PINTEREST
MESSENGER BOTS
SNAPCHAT
91%
80%
67%
66%
54%
25%
15%
4%
PLATFORM USE:
B2B MARKETERS
*Social Marketing Industry Report, 2019

14.
 But Facebook did drop in importance
from the year prior
 So did Twitter
 LinkedIn and Instagram grew in
importance this year
Facebook
Also Most
Important
Channel 48%
30%
9%
5% 4%2%
1% 1%
Most Important Platform:
B2B Marketers
Facebook LinkedIn Instagram
Twitter YouTube Messenger bots
Pinterest Snapchat
*Social Marketing Industry Report, 2019

15.
 B2B marketers are placing more ads on
Facebook than any other platform
 They are also now placing more ads on
Instagram than LinkedIn *LinkedIn ads are
expensive
What About
Paid?
*Social Marketing Industry Report, 2019
FACEBOOK
INSTAGRA
M
LINKEDIN
65%
30%
24%
PLATFORM USE FOR ADS:
B2B MARKETERS

16.
 Twitter
Becoming less important
 Snap Chat & Messenger apps
 Instagram
3rd most used & important
 Engagement
Top question from marketers!
What’s Hot? What’s Not?

17.
Let’s Look
at B2B
Tech Buyers

18.
 40% have strongly advocated in public
 77% have strongly recommended in
private
56% Become
Aware of
Technologies
via Peers
*Yesler 5A framework, 2019
91%
76%
73%
73%
IT Pros more likely to
advocate when:
A vendor is highly
responsive
A vendor engages
frequently post sale
They’re aware of others
advocating
They can report data-
driven ROI

19.
Yesler 5A framework, 2019
“Tech buyers trust peer and third-party
recommendations most, above marketing-
created materials.”

20.
Leveraging
Social to
Focus on the
CX
 Quick replies and answers
 Frequent engagement
 Highlight advocates
 Allows buyers to seek information on
own terms

21.
How Does All
This Help Us?

22.
So We Can
Be Better B2B
Marketers
Plan
Produce
PublishAnalyze
Adapt

23.
You’ll never know unless you try
New Ideas for
B2B
Marketers To
Try

24.
- Seth Godin
“The only way to consistently grow in
B2B is to be better than very good.”

25.
Click-to-
Expand
on Twitter

26.
Photo Albums
on Facebook

27.
”PDFs”
on LinkedIn

28.
Emojis /
Unicode

29.
To get attention
Bullet points
To tell a
story
Just because!

30.
GIFs

31.
Only 2% of Tweets have a GIF
But, they gain 55% MORE engagements
than tweets without
*Twitter Agency Playbook, 2019

32.
Animation

33.
Text on Video

34.
250,000 Views 13,000,000 Views

35.
- Seth Godin
“If failure is not an option,
then neither is success.”

36.
Thank You
Any Questions?
See what I’m up to
@SethAYates