B2B Brands Get Traffic From More Social Venues Than B2C Brands

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:

eloqua-traffic-sources-b2b-b2c

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.

3 Responses to B2B Brands Get Traffic From More Social Venues Than B2C Brands

  1. Jim Schwab August 9, 2013 at 1:05 pm #

    Thx Chris! Makes sense, my guess would be that B2B social sites are fairly specialized per industry sector so for example aircraft engineers would visit certain forums and blogs and B2B marketers would be on twitter.

    • Chris Boudreaux August 11, 2013 at 10:12 pm #

      Yes — and also note the large share of traffic from StumbleUpon, which surprises most people. This diversity points to the need for empowering employees in social media, in B2B. No brand can keep up with all of this, but a properly empowered and supported employee base — or select groups of subject matter experts — certainly can.

  2. cbasturea August 12, 2013 at 5:03 pm #

    I am one of those people surprised by StumbleUpon’s share as a source of B2B traffic. I would’ve been surprised if it was a source for 18% of the B2C traffic- but B2B traffic? Really? Either Eloqua has an attribution problem, or B2B marketers have become experts at transforming arid, narrow, technical info & products into something something that gets the StumbleUpon crowd hooked every time. Look at the topics that are popular on SU – they don’t seem to square off with B2B content: http://www.stumbleupon.com/blog/stats/stumbleupon-stats-stumbling-during-the-day/

    I’ll be happy to be proved wrong.