If you work in B2B marketing and haven’t seen this webinar yet, shut everything off for 60 minutes and watch this – it will be invaluable for your marketing strategy planning in the next 12 months and beyond.
Some of the core highlights we’ve picked up are:
- In the age bracket of 41+, only 25% of business buyers use social media to inform a purchase decision. Compare this to the age group of upto 30 where the figure is 75%. This has to point to an ever increasing use of social media for business buyers as generation Y takes over. It also highlights the importance of knowing your audience demographics when planning your communications channels.
- There is an increasing trend for buyers to search for information on the web, but this is largely on supplier websites, web search and word of mouth, not social media. In fact trends show between 2011 and 2012 a falling use of Linkedin, Facebook and other social media platforms in B2B.
- People are using social media more for conversation and engagement and not for static content. Does your social media strategy account for this or are you using social to broadcast marketing messages?
- At different stages of the buying cycle people use different sources of information to make informed decisions. At the early stages of need recognition white papers lead the way, but as you get closer to the point of purchase, twitter and other word of mouth marketing platforms are more impactful.
- 85% of buyers work from a PC or laptop, but 13% now view online content on a smartphone of tablet computer. This is a trend we can only see increasing and all new websites must be designed with this in mind.
I’m sure if you watch this excellent webinar you will pick up some real nuggets for your own marketing planning too.