Last January, I kicked off 2012 with a report titled “The New Year Of Social Marketing”. The theme of that report was that B2B marketers would begin to emphasize the “social” of “social media” by focusing more on engagement and interactions and less on broadcast marketing. I explained how marketers would continue to adopt social media listening and community platforms, that social media tactics would be used across various marketing functions within the organization and that marketers will start taking a community perspective to their social marketing strategies.
I humbly admit that my 2012 predictions were very conservative. 2012 was a remarkable year for B2B social marketing as seen by the acceleration of B2B social media adoption, rapid consolidation of the social media platform market and the evolution of digital and social marketing. Savvy B2B tech marketers are quickly adapting to these changes in order to effectively (and efficiently) engage with prospects and customers.