This Week in Marketing: Getting Social in B2B
Connection is at the heart of marketing, and it always has been. Today, digital marketers are exploring new ways to connect with their audiences online, and networking platforms play a huge role.
Social interaction is a key part of the human experience. So is emotion. As B2B marketers lean into the creative side of their craft with renewed vigor, it’s no surprise these kinds of elements are taking center stage.
“Gen Z, who are now coming into the workforce and making B2B decisions, and millennials, are much more engaged with more socially inspired B2B content that is more emotional,” said Ogilvy PR and Health CEO Richard Brett at the recent Mumbrella CommsCon. He pointed to research showing that interactive content is more effective at educating buyers than static content by 23%.?
Our team is excited to connect with other marketers and creators at Cannes in just a few short weeks to celebrate and elevate socially engaging, emotionally impactful B2B campaigns. For now, here’s a look at what’s on the minds of marketers in the moment.
What to Read
Social Media Grew Up: Is Your Business Growing with It? (LinkedIn Collective): “Social will always change — it’s on us to adapt,” explains Sprout Social CMO Jamie Gilpin in this insight-packed rundown on the state of B2B social media marketing.
More B2B Buyers Turn to Social Media, Mobile Apps to Research Suppliers (Marketing Charts): New data sourced from McKinsey serves to reaffirm the trends laid out by Gilpin; B2B buyers across the world are using social media posts and mobile apps to evaluate suppliers.
领英推荐
7 Expert B2B Marketers Share Tips for Creating High-Impact B2B Campaigns (Incendium Blog): This roundup of advice from marketing leaders and pros, via James Kinsley, includes plenty of tips that can help you build your next winning campaign.
B2B PR Can Be Creative! Here’s How… (PRmoment): Debby Penton, CEO of B2B tech PR agency Wildfire, makes the case that the public relationships field should be embracing the creative revolution just as much as their marketing counterparts.
What to Watch
"Our research says that Gen Z wants to work for an employer or buy from a brand that believes in their values," shared Chris Ariens of Adweek in a panel that also featured Liz (Wolski) Matthews , Taj Reid , and John Coyne. Check out the highlight reel to hear each of their thoughts on connective B2B marketing.
What to Know
According to the B2B Future Shopper Report 2023 from Wunderman-Thompson, 66% of B2B buyers are more likely to buy from a brand that inspires them.?
Make sure to follow the LinkedIn Collective for more insights.
Absolutely on point! ?? Remember, as Steve Jobs once said, "Innovation distinguishes between a leader and a follower." B2B's social engagement is today's innovation in marketing. Dive in and lead the way! ????
I am constantly impressed by the way your social media marketing team engages with their audiense, fostering a genuine connection.
Marketing Operations Manager @Joorney | Digital Marketing is my Passion ?? | LinkedIn Certified Marketing Insider | Personal Development Enthusiast | Founder at intellidex —Business Empowerment
1 年In a current digital shift, social media is a powerful channel for B2B. It’s a prolific method that strategically empowers businesses. Greatly exhibited insights ????
CEO @ Andrei Precup International
1 年Absolutely! B2B is all about building relationships and what better way to do that than through social media? Excited to check out the latest edition of This Week in Marketing and learn from the top marketing minds. Thanks for sharing! ??