B2B Marketers’ Perception Of Organic Social Media Effectiveness Varies Widely

Globally, demand and ABM decision-makers say that organic social media is a very effective delivery mechanism, but this perception varies by country and sales stage — important to know when selecting tactics, budgeting, and benchmarking performance. Of Australian respondents, 42% say that organic social media is the most effective delivery channel at the presales stage, against just 19% in Germany. Among French respondents, 35% say that it’s the most effective channel at the pipeline stage, versus just 20% in Singapore. And 40% of respondents in Australia and India say that organic social media is the most effective delivery channel at the postsale stage, against just 23% in the UK and Singapore.