B2B use of social media is progressing, but we need to pick up the pace. Younger generations – people who now and will be making key buying decisions – are at home on the web and have little use for such relics as telephone calls, brochures, and Yellow Pages. B2B firms have a litany of hurdles to overcome to make the transition from traditional marketing to a mix of traditional and new marketing methods. Here’s a list of those hurdles which come from my own experience consulting with b2b firms. Some of the items on the list are mere excuses; others are valid concerns or at least real problems within the organization. What can you add to the list?

30 Obstacles to B2B Social Media Marketing Engagement

  • Comfort with the status quo
  • Conflicting opinions within management on how to proceed
  • Discomfort with an informal communication style
  • Discomfort with a less controlled communication style
  • Fear of change
  • Fear of divulging too much information
  • Fear of exposing weakness
  • Feeling that social media is frivolous
  • General weakness in organizational consensus building and decision making
  • Inability to connect social media engagement with sales and branding objectives
  • Inadequate marketing budget
  • Internal focus – not paying enough attention to customer behavior and preferences
  • Lack of precise ROI calculations
  • Leaders not understanding how and why social media works

  • No appetite for outsourcing the work
  • No clear branding strategy
  • No clear sales plan
  • No distinct marketing function
  • No examples of success within their industry
  • No in-house talent to do the work
  • No process for ramping up new programs
  • No social media champion within the organization
  • Old, outdated technology and IT support
  • One or two vocal naysayers
  • Prior attempts that went bad
  • Other priorities taking precedence
  • Refusal to see the connection between casual online conversation and serious business
  • Too much focus on where customers are or were, rather than where they are going
  • Uncertainty about how to begin
  • Unwillingness to experiment

Sometimes you don’t know where you’re going with a blog post until you start writing it. Here’s what struck me as I was writing this list. In almost every instance, the opposite quality is the mark of a superior organization. I think we’d all agree that the most successful b2b firms are uncomfortable with the status quo, have a clear branding strategy, understand market trends, etc.

With that in mind, I think there’s an overarching benefit for b2b firms that engage in social media – doing so makes them stronger in all other aspects of their operation. Think about it. Go over these hurdles and ask yourself how many apply to other unresolved issues in your organization. Social media marketing, besides its intrinsic value, will make organizations stronger.

I know what I’m talking about. I’ve been involved in managing many new sales, marketing, and operational programs. Yes, they often put stress on the organization. But in the end, the organization is always stronger for going through the process.

To enjoy real and long lasting success, companies need to be disciplined and experimental. They need strong internal and external focus. A social media marketing plan nurtures these attributes, brings them to the surface. Isn’t it time to get started?
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