B2B Social Media Marketing Success

Influencers, AI, and Authenticity Are Key

Report by Kelsey Voss  | UPDATED: Oct 4, 2024
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Executive Summary
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Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
The state of B2B social media
Key Takeaways
EMARKETER Interviews
Sources
Media Gallery
About This Report
Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.
Topics
B2B Social Media
United States
Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
The state of B2B social media
Key Takeaways
EMARKETER Interviews
Sources
Media Gallery

Social media is key to B2B marketing success. By understanding the impact of influencer marketing; integrating new AI-driven strategies; and recognizing that B2B buyers are people too, B2B marketers can enhance brand awareness and engagement, optimize campaigns, and foster meaningful connections with target audiences throughout the customer life cycle.

Key Question: How can B2B marketers adapt their social media strategies for better engagement and marketing performance?

Tactics That Contribute Most to the Success of the Marketing Programs of US B2B Marketers, Aug 2023 (% of respondents)
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Key Stat: Among US B2B marketers, 49% said social media marketing contributes the most to their marketing programs’ success.

Here’s what’s in the full report

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6charts

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5expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Why it’s important to stay on top of this topic
    3. The state of B2B social media
    1. Key Takeaways
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    Tactics That Contribute Most to the Success of the Marketing Programs of US B2B Marketers, Aug 2023 (% of respondents)LinkedIn Delivers the Best Performance Value for B2B Marketers
    Important Qualities in Choosing an Influencer According to US B2B Marketers, Aug 2023 (% of respondents)Social Platforms Used by Their Company to Post Videos According to Marketers in North America, Aug 2023 (% of respondents)
    Social Media Activity Ranks High for Effective PersonalizationSocial Media Management/Advertising Tools Are the Most Common Martech Used by SMBs

    Interviewed for This Report

    Obelé Brown-West
    Tracer
    President
    Interviewed May 16, 2024
    Todd Lebo
    Ascend2
    CEO
    Interviewed May 15, 2024
    Rachel Sterling
    Identity Digital
    CMO
    Interviewed May 17, 2024
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed May 21, 2024
    Eddie Yoon
    NP Digital
    Senior Director, Paid Media
    Interviewed May 17, 2024

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    First Published on Jun 14, 2024

    authors

    Kelsey Voss

    Contributors

    Jasmine Enberg
    Vice President and Principal Analyst
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst