In the not-so-distant past, it was a valid question: Should B2B marketers invest time and money in social media? While many were still debating, customers provided the answer. It turns out B2B customers don’t turn off social between the hours of 9-5—and they expect B2B brands to deliver experiences similar to those with a B2C focus.
Of course, that doesn’t mean B2B and B2C social marketing are identical. B2B marketers are likely to experience lesser volumes of social activity, and longer sales cycles and multiple decision makers are a fact of life. Nonetheless, social serves an increasingly critical role throughout every phase of the B2B customer journey.
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