The folks at Eloqua compared the sources of web traffic from social venues, between B2C and B2B brands using their marketing automation solution. They found striking differences, as shown in the chart below:
B2C brands rely on 5 sites for 95% of traffic from social venues, and 75% of social traffic comes from Facebook. Not very surprising for most B2C marketers.
On the other hand, B2B marketers receive traffic from nearly twice as many social venues with no venue contributing more than 36% of the traffic.
Of source, these data cover many different industries, so your data will certainly vary, but we do see too many Marketers focused on just Facebook and Twitter, even today. And this is a clear indication that B2B Marketers need to engage their customers in more places than we often think.