I love Twitter. It connects me with journalists, analysts, consultants and competitors. It brings me the latest news in my field. But it doesn’t connect me with customers.
I’ve long suspected that business buyers are too busy looking at cat videos, tweeting about football or even working to pay attention to the sell-side. Nevertheless, B2B marketing teams have ramped up their efforts to engage the “social buyer”.
95% of marketers use social media with the aim of improving brand awareness, consideration or purchase justification. Just 23% of buyers are listening.
It’s time for a re-think. B2B marketers need to inhabit their customers’ worlds and the customers are pretty clear that they’re not living on planet Twitter or Facebook.