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26 February 2015

B2B marketers reveal social media challenges

Content team

B2B marketers have revealed the main challenges associated with their use of social media.

In a study carried out by Real Business Rescue, and highlighted by the Social Times, 50 per cent of respondents said they struggled to prove a return on investment (ROI) from their social media activity.

Some 33 per cent of marketers claimed a lack of time holds them back in this area, while 32 per cent said their social media work is lacking in strategic planning. A further 23 per cent revealed their organisation has a poor level of understanding in this area and 21 per cent think they have an insufficient audience on social platforms.

Real Business Rescue said it is noteworthy that budget was not highlighted as one of the barriers that holds back B2B marketers' social media use.

Only 16 per cent of respondents claimed they can demonstrate social media ROI either all or most of the time. Some 44 per cent revealed they manage this occasionally, while 34 per cent said proving a return is something that happens rarely or not at all.

When asked about the benefits of social media, 92 per cent of the marketers surveyed highlighted the increased exposure this brings. Two-thirds said activity on these platforms has generated new leads, while 58 per cent revealed it has allowed business partnerships to grow. Half of respondents claimed social media has helped them to increase sales.

The vast majority of B2B marketers are present on the main three social networks - Facebook, Twitter and LinkedIn - with close to nine in ten respondents active on each of these sites respectively.

Real Business Rescue has forecast spending on social media will account for 14.7 per cent of digital expenditure by 2016, up from six per cent in 2012.

Content team, Bureau van Dijk

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