LeadTail has released another study of marketers’ activities on Twitter, this time focusing on B2B marketers in North America. Comparing the results to earlier studies that focused on marketing executives overall and then more specifically on digital marketers, the findings from this latest research [download page] clearly show LinkedIn’s outsized influence in the B2B community. More than one-third of B2B marketers on Twitter shared content from LinkedIn during the study period, compared to 25% of digital marketers and 22% of marketing executives in the earlier studies.
While B2B marketers are apt to share content from LinkedIn, they’re less likely to share from Instagram or Foursquare. The 18% who shared from Instagram lags the 52% of digital marketers doing so by a significant margin, and is behind the 27% of marketers on average. Similarly, the 13% of B2B marketers sharing from Foursquare trails Twitter’s digital marketing community (34%) and overall marketing community (20%) by a significant margin.
None of this should be a surprise, obviously: LinkedIn is the most widely used social network by B2B marketers, and is also rated the most effective platform by B2B content marketers.
Nevertheless, it’s interesting to see that these dynamics hold true among the cross-section of B2B marketers who are using Twitter.
Elsewhere in the study, results show that B2B marketers on Twitter are much more engaged with industry media than other marketers studied so far. Among B2B marketers’ 100 most popular shared content sources on Twitter, 62% were industry media, while 25% were mainstream media. By comparison, the study of digital marketers showed 35% of the top sources shared being industry media, while the study of the broader marketing community indicated that only 32% of the top sources shared were industry media.
About the Data: The report was produced in collaboration with DNN. The study analyzed data from 500 North American B2B marketers (manager level and above) working in the areas of: online marketing; content marketing; demand gen/lead gen; social media; strategy; and community. The total number of tweets analyzed was 113,039 and the number of shared links 70,245. All tweets were published between June 1, 2013 and August 31, 2013. Total follower reach was 1,156,322 and the median number of followers per marketer was 894.