B2B Tech Buyers Not Yet Ready for Twitter

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”.

This disconnect is shown in a fascinating piece of research from SpiceWorks.

95% of marketers use social media with the aim of improving brand awareness, consideration or purchase justification. Just 23% of buyers are listening.

Source: Spiceworks

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.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s