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  • Pingback: Storytelling Social Media Marketing PR Business & Technology Curated Stories June 21, 2010

  • http://www.goldcoastsocialmedia.com Cam Gleeson

    Hi Jeff, great post as usual.

    If you get a chance can you expand on ” 90% of marketing deliverables not used by sales” and give some examples.

    I have been both in Corporate Marketing and Corporate Sales i can think of some examples but I did stuggle to make up the 90% figure.

  • http://earnestagency.wordpress.com earnestagency

    Jeff, first off many thanks for blogging about our Vital Statistics video – hope your followers enjoy it.

    Cam, the ’90% of marketing deliverables not used by sales’ stat comes from a report by Jeff Ernst entitled “The new rules of Sales Enablement” [Download here for free: http://www.savvyb2bmarketing.com/blog/entry/101751/create-content-sales-will-love-tips-from-the-new-rules-of-sales-enablement.

    Apologies I think the source on our blog needs correcting. From the anecdotes we’ve heard and our own experiences of working with a number of large IT services firms this statistic unfortunately rings all too true. It’s why we always try to ensure that any sales enablement tools (from playbooks to rich media videos) are scoped and tested with a sample of the people who will actually use them. That way we can go some way to avoiding the other problem Jeff E highlights – that sales people spend 30 hours a month searching for and creating their own sales materials. Hope this helps.

  • http://www.theorganicview.com OrganicGuru

    B2B in some industries is tough because it is all about word of mouth, for the most part. I think this article does a great job providing valuable information to show just how drastic B2B marketing is changing. It is something definitely worth thinking about, especially if your business does sell wholesale, in addition to B2C.

  • http://www.acceleratedbr.com/blog Kendra Ramirez

    Love the data. Sure would be nice if you had a share this button on your blog so I can share with others easily. =) Don’t make me cut and paste. LOL

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  • Jake Coventry

    I can’t believe that 81% of B2B companies have a twitter account. This figure is extraordinarily high. Maybe it is true for the USA, but the UK is definitely nowhere near that figure. I actually doubt that 80% of B2B companies in the UK even have a website let alone a twitter account.

    • Jake Coventry

      Sorry I read it wrong.. change twitter to social media… I still think it is too high.

  • http://B2design.wordpress.com Brian Blake

    Great post… Very cool video.

    I always question statistics because I believe they can be twisted to represent whatever one wants. However, I whole-heartedly agree with the general thrust. The B2B market is about to explode in the social media world.

    I think the video glazed over two incredibly important parts, though. I tell people that “Twitter and Facebook are the ‘candy’ of social media… The real meat is in blogging and forums.”

    It is in these arenas that the B2B channel is best addressed. A buyer from a paint manufacturer who is looking to purchase a forklift is not going to search Twitter to find out who is the best forklife manufacturer. However, that buyer might do a Google search and find the “Forklift Forum”. From there, this buyer can learn the pros and cons of various models… And even build a relationship with a local distributor who participates on this forum.

    Social Media Works. I use it every day.

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  • http://bit.ly/dCZetW B2B Social Media Marketing

    You get a chance can you expand on ” 90% of marketing deliverables not used by sales” and give some examples.

    Thanks for others comments its helps to clear the doubt on marketing field

  • http://twitter.com/jwatton jwatton

    Thanks for the name check on ShipServ. Hopefully sharing our story encourages other “deeply B2B” businesses like us. With 65% of our target audience believing that social media is a “distracting waste of time”, we could’ve easily canned any social media efforts. So my message to everyone: is stick with it – it’s worth it.

    John
    CMO, ShipServ
    @jwatton

  • http://www.rainbowzebra.co.uk Rainbow Zebra

    Great stats there!

    Makes you wonder what reasons companies give for NOT having a blog or a social media presence!

  • http://twitter.com/bbwheaven bbw-heaven

    Fascinating stats. Amazing that 49% of B2B marketers do not measure ROI.

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  • http://www.facebook.com/profile.php?id=100001640371281 Robert Burns

    Thanks for this valuable post Jeff, very enlightening and informative

  • Sheryl Brown

    It would be helpful if you could cite your sources on the stats. I like reference points to determine the credibility of the statistic quoted. It all looks wonderful from my vantage point, but when speaking with executive staff, they like to know where values came from to solidify any thoughts they have. Thanks for sharing this with everyone.

    • http://www.hadeninteractive.com Rebecca Haden

      Absolutely — it’s much less convincing without sources or the chance to click through and see the methodology, sample size, and raw data.

  • http://www.carvermediagroup.com/services/digital-marketing/social-media-optimization.html Social Media Marketing

    Social media is not just about lead generation, of course. While the potential buyers are using search and social research products and services before making purchasing decisions, can marketers and public relations workers use these same tools for research buyers wants and needs. And competition. And even social media itself.

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  • http://www.hadeninteractive.com Rebecca Haden

    I’m one of those who usually reads rather than watches videos and not coincidentally one of those who asked for sources. So here’s a tip for the rest of us: the video’s YouTube info includes this link: http://ht.ly/1WG3j Sources are linked at that article.