It is that time in the year again. (source) Social media spend will account for 20.9% of marketing budgets (10.6% currently) across industries in the next five years. 83% also agree that videos are effective in meeting content marketing goals. (source) Social Media Advertising 86% of marketers surveyed leverage paid and organic strategies for social media marketing initiatives. 59% of respondents agree paid social is more effective than organic social. (source) Social Media Tactics B2B marketers are increasingly turning to social media channels as a key tool for distributing content. LinkedIn leads all social networks with 97% of enterprises claiming they have an account on this specific social media platform. (source) 76% of China’s mobile users actively share through social media platforms. (source) Personalizing the customer experience is the most important goal for 70 percent of data-driven marketing strategies. (source) Social media spend will account for 20.9 percent of marketing budgets within the next five years.
It is that time in the year again. As we head toward the end of
2016, marketing budgets and planning for the new year will begin to
take focus. While we realize that successful B2B marketing programs
leverage a combination of investments, social media needs to remain
in a part of that mix.
According to Content Marketing Institute and Marketing Profs,
“B2B Content Marketing 2017: Benchmarks, Budgets and Trends”
report, social media is tied for second (40 percent), in terms
of tactics that B2B marketers believe to be critical to content
marketing success in the new year.
More importantly, as detailed in my
presentation for Supply Chain Management teams this past
October, social media is an increasingly important tool for
defining marketing ROI.
Per data from Salesforce’s 2016 State of Marketing report,
thirty-nine percent of marketers report significant
ROI generated from social media marketing, compared to
only nine percent in 2015.
While these numbers still infer challenges, year over year
increases indicate that B2B marketers are getting more
sophisticated in connecting the dots between social media execution
and marketing performance.
Hopefully, the performance metrics associated with your
organization’s social media marketing programs have yielded success
and validation for further investment as well.
But regardless, here are more than 30 different insights from
various surveys and benchmark reports, organized by overarching
theme, we recommend for reviewing in preparation for developing B2B
social media marketing budgets and program goals for the new year
Social Media Strategy and Budgeting
- Social media adoption has also grown 10% year over year (+219
million) and social media access via mobile device adoption has
grown 17% year over year (+283 million). (source)
- 82% of marketers agree that social media marketing is core to
their business. (source)
- 84% of high-performing marketing teams align their social media
marketing strategy with other social activities such as customer
- Social media spend will account for 20.9% of marketing budgets
(10.6% currently) across industries in the next five years.
- 63% of marketing organizations now have social media teams (up
from 49% a year ago). (source)
- Facebook (95%), Twitter (74%), and LinkedIn (66%) are the most
commonly used social media platforms for B2B enterprises. (source)
- 84% of marketers surveyed intend to increase their video
marketing budget over the course of 2016.
- 83% also agree that videos are effective in meeting content
marketing goals. (source)
Social Media Advertising
- 86% of marketers surveyed leverage paid and organic strategies
for social media marketing initiatives.
- 59% of respondents agree paid social is more effective than
- Two-thirds of marketers turn to Facebook first for paid social
media, and about one-third are leveraging YouTube and Twitter to
- Sponsored social media effectiveness trumps traditional
marketing tactics. According to the data, marketers gave sponsored
social media advertising…