Survey Says: 2022 B2B Marketing Insight From Social Media Polls

B2B marketing insight from social media polls image

What are the key areas in the B2B marketing industry where professionals see a need to adapt to meet new challenges?

One straightforward way to gauge the pulse of the industry is by asking, and social media polls can offer a uniquely helpful look into the concerns of B2B marketers.

We’ve tapped into our own social media audience poll data to see the outlook B2B marketing professionals have when it comes to important marketing issues including tactics, platforms, events, and more.

For nearly three years we’ve run regular social media polls on our Twitter and LinkedIn* pages, and the insight shared with us has offered insight into what’s new, what’s ahead, what’s changed, and what’s gone for good in B2B marketing. While the sample size may sometimes be small, the outlook provided by the B2B marketing professionals taking our polls can be invaluable.

Let’s jump right in and take a look.

Poll #1 — The Tactics B2B Marketers Are The Most Optimistic About

The first poll we’ll examine asked B2B marketers which business marketing tactic they were the most optimistic about for 2022, and presented four types of marketing practices including influencer marketing, values-driven marketing, always-on marketing, and tried and true content marketing.

Our LinkedIn respondents gave the nod to traditional content marketing, with 47 percent saying it was the tactic they were most optimistic about looking ahead.

Influencer marketing followed in second with 29 percent, followed by values-driven marketing with 16 percent, and always-on marketing with seven percent.

Luckily for B2B marketers, these methods are never entirely separate, however, and some campaigns may even include all of these four elements.

42.9 percent of our Twitter poll takers also pointed to having the most optimism for content marketing, followed by 28.6 percent who said values-driven marketing, and 14.3 percent each for influencer marketing and always-on efforts.

Our own Joshua Nite recently took at “4 Business Problems Solved by B2B Content Marketing,” and also made the case for the power of influence in B2B marketing, in “Does B2B Influencer Marketing REALLY Work?“

Poll #2 — Top Alternative B2B Social Media Platforms

When it comes to the social media platforms B2B marketers use, LinkedIn remains far and away the most frequently utilized, however we wanted to ask which alternative platforms marketers saw as ones to watch for the future — online communities where B2B efforts are the most likely to see increased use looking ahead.

49 percent of our LinkedIn poll respondents pegged TikTok as their top alternative choice for B2B marketing efforts, followed by Reddit at 24 percent, Meta at 15 percent, and Discord with 13 percent.