Social media – the most effective digital marketing channel in B2B, marketers struggle with the demands it makes on them

Business, Marketing, Social Media, Studies

Omobono, digital agency for business brands, has revealed the results of its 2014 survey, “What Works Where in B2B Digital Marketing”. Run for the last 4 years, the latest research show significant shifts in key areas, including social media being recognised as the most effective channel but the difficulties of the vast majority of respondents in tracking ROI and the gaps their teams face in digital skills.

Specialists in business marketing for the last 15 years, Omobono worked with Circle Research and The Marketing Society to conduct the study in which 115 business marketers were asked in depth questions about their marketing objectives and activities. Key topics of the research covered include budgets, challenges and a closer look at newer channels such as mobile. Also, B2B marketers’ top priority is thought leadership (63%) followed by customer relationships (61%), over half don’t spend a penny of digital budget on mobile channels, mobile spend has barely increased since 2011 – from 4% of digital marketing budgets to 7% this year and, if they had extra budget in the next year, 39% of marketers would spend it on mobile (apps or optimisation) and 38% would spend it on social media

When it comes of the main challenges in digital for B2B marketers, they mentioned lack of resources to produce digital content (48%), measuring the effectiveness of digital activities (44%) and lack of digital skills and expertise in house (43%). Moreover, 1 in 3 B2B marketers don’t measure ROI and nearly half (48%) say that their marketing team lacks analytics and reporting skills

Social media for business has come a long way in a very short time, and this year’s research demonstrates that the B2B community has embraced what used to be seen as a consumer medium to the full.  But the changes it, and other digital channels, require, are putting pressures on client skill sets, resources and approach to ROI.  Our respondents are undoubtedly up for the challenge however, as so many of them cited the greater complexities of B2B marketing in the digital age as one of the key reasons they feel motivated and excited by the sector.

Francesca Brosan,

Chairman Omobono

Omobono is the digital agency for business brands, with extensive experience into B2B marketing and communication.