Study: How B2B and B2C marketers are approaching social media

03/26/2013 | eMarketer

The goal of business-to-business marketers' social media strategies differs from their business-to-consumer brethren, according to an Ascend2 survey. Whereas B2B and B2C marketers name improving customer engagement as the top priority, B2B marketers care more about increasing content reach, lead quality and lead quantity. Tactics differ considerably as well, with B2C more than twice as likely to advertise on social nets, and B2B four times more likely to create whitepapers and research content.

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