1. B2B Social Media Investments and Return Report 3 4 Introduction Executive Summary 6 10 27 30 Social Media Presence B2B Social Media Marketing Goals Social Media Metrics Social Media ROI Table of Contents Social Media Lead Generation13 32 Analyst Bottom Line © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 2 17 Social Media Tool Usage Staffing for Social Media23 34 Acknowledgements 35 Appendix: Survey Background B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016

2. INTRODUCTION It’s unheard of for a B2B organization to not have a social media presence. Just three percent of organizations studied for this report claim to have no social media presence. For the other 97 percent, some level of commitment to and investment in social media exists, and the overall effectiveness of this investment is mixed. This report will share the goals that these organizations have for social media, how they’re investing in it and what level of return they are getting from it. As a marketing channel, social media has many applications, and the primary goal for most B2B firms is either brand awareness or lead generation. While usage is high and effectiveness is moderate, the perceived Return-on-Investment (ROI) for social media is quite unspectacular, as this report will detail. Demand Metric in partnership with Socedo set out to discover the current B2B social media practices, collecting over 475 complete and partial responses to the study survey. The data from this survey paints the current social media landscape that this report shares, and the analysis of that data provides best practice insights for improving the results B2B marketers are getting from social media. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 3B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016 INTRODUCTION It’s unheard of for a B2B organization to not have a social media presence. Just three percent of organizations studied for this report claim to have no social media presence. For the other 97 percent, some level of commitment to and investment in social media exists, and the overall effectiveness of this investment is mixed. This report will share the goals that these organizations have for social media, how they’re investing in it and what level of return they are getting from it. As a marketing channel, social media has many applications, and the primary goal for most B2B firms is either brand awareness or lead generation. While usage is high and effectiveness is moderate, the perceived Return-on-Investment (ROI) for social media is quite unspectacular, as this report will detail. Demand Metric in partnership with Socedo set out to discover the current B2B social media practices, collecting over 475 complete and partial responses to the study survey. The data from this survey paints the current social media landscape that this report shares, and the analysis of that data provides best practice insights for improving the results B2B marketers are getting from social media. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 3B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016

3. EXECUTIVE SUMMARY All of this study’s participants were from B2B organizations, most of which report revenue growth during the past fiscal year. Over half of the respondents have marketing job titles, and over one-fourth are specific to digital marketing or social media. The respondents come from a diverse set of industries, technology hardware or software being the largest. Over half come from companies with less than $10 million in annual revenue, while eight percent are with firms reporting revenues of $500 million or more. The analysis of this study’s data provides these key findings: !  Three of the primary uses of social media in B2B environments are Brand awareness, Lead generation, and Thought leadership, accounting for 75 percent of the primary usage. !  34 percent of study participants rated their social media marketing efforts as “Effective” or “Very effective,” while just 29 percent reported getting a Return on Investment (ROI) in line with or above expectations. !  Over half of study participants report having no integration between their social media channels/social media management systems and their marketing and sales systems. The study discovered that such integration is a significant contributor to increased ROI from social media. !  Over half of the study’s participants use social media analytics and content marketing tools, while almost 20 percent indicate no tool usage at all. Study participants reporting lower overall social media marketing effectiveness also report much lower tool usage rates. !  When any social media tools are in use, the effectiveness rating for social media as a lead generation channel more than doubles, and when the top three tools are in use – social media analytics, social media monitoring and content marketing – the reported effectiveness almost triples. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 4 1 B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016 EXECUTIVE SUMMARY All of this study’s participants were from B2B organizations, most of which report revenue growth during the past fiscal year. Over half of the respondents have marketing job titles, and over one-fourth are specific to digital marketing or social media. The respondents come from a diverse set of industries, technology hardware or software being the largest. Over half come from companies with less than $10 million in annual revenue, while eight percent are with firms reporting revenues of $500 million or more. The analysis of this study’s data provides these key findings: !  Three of the primary uses of social media in B2B environments are Brand awareness, Lead generation, and Thought leadership, accounting for 75 percent of the primary usage. !  34 percent of study participants rated their social media marketing efforts as “Effective” or “Very effective,” while just 29 percent reported getting a Return on Investment (ROI) in line with or above expectations. !  Over half of study participants report having no integration between their social media channels/social media management systems and their marketing and sales systems. The study discovered that such integration is a significant contributor to increased ROI from social media. !  Over half of the study’s participants use social media analytics and content marketing tools, while almost 20 percent indicate no tool usage at all. Study participants reporting lower overall social media marketing effectiveness also report much lower tool usage rates. !  When any social media tools are in use, the effectiveness rating for social media as a lead generation channel more than doubles, and when the top three tools are in use – social media analytics, social media monitoring and content marketing – the reported effectiveness almost triples. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 4 1 B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016

4. !  When any social media tools are in use, the ROI assessment of social media almost triples, and when the top three tools are in use, the reported effectiveness almost quadruples. !  Just one in five organizations in the study assess their social media marketing effectiveness favorably when they have no staff allocated to their efforts. !  The use of best practices identified in this report, such as integration with sales and marketing systems, use of certain tools, and tracking of specific metrics, results in ROI of social media marketing almost doubling. However, just 11 percent of study participants currently use these best practices. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 5 EXECUTIVE SUMMARY B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016 !  When any social media tools are in use, the ROI assessment of social media almost triples, and when the top three tools are in use, the reported effectiveness almost quadruples. !  Just one in five organizations in the study assess their social media marketing effectiveness favorably when they have no staff allocated to their efforts. !  The use of best practices identified in this report, such as integration with sales and marketing systems, use of certain tools, and tracking of specific metrics, results in ROI of social media marketing almost doubling. However, just 11 percent of study participants currently use these best practices. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 5 EXECUTIVE SUMMARY B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016

5. ACKNOWLEDGEMENTS Demand Metric is grateful to Socedo for sponsoring this research, and for those who took the time to complete the study survey. About Socedo Socedo’s mission is to bring social leads to every business in the world. Socedo empowers B2B marketers to discover, engage and qualify prospects through social media to generate revenue at scale. Socedo integrates with leading marketing automation and CRM systems including Marketo, Hubspot, and Salesforce to help marketers measure ROI from social media. Socedo was founded in 2012 by Aseem Badshah and Kevin Yu and is based in Seattle, WA. Learn more about Socedo at www.socedo.com About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 70,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 34B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016 ACKNOWLEDGEMENTS Demand Metric is grateful to Socedo for sponsoring this research, and for those who took the time to complete the study survey. About Socedo Socedo’s mission is to bring social leads to every business in the world. Socedo empowers B2B marketers to discover, engage and qualify prospects through social media to generate revenue at scale. Socedo integrates with leading marketing automation and CRM systems including Marketo, Hubspot, and Salesforce to help marketers measure ROI from social media. Socedo was founded in 2012 by Aseem Badshah and Kevin Yu and is based in Seattle, WA. Learn more about Socedo at www.socedo.com About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 70,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 34B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016

6. APPENDIX: SURVEY BACKGROUND This 2016 Social Media Investment and Returns Study survey was administered online during the period of July 29 through August 31, 2016. During this period, 482 responses were collected, 401 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance. Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data: !  Type of organization: "  Primarily B2B 66 percent "  Mixed B2B/B2C 34 percent !  Primary role of respondent "  President, CEO or owner 24 percent "  CMO 10 percent "  Digital marketing 19 percent "  Social media marketing 7 percent "  Marketing operations 15 percent "  Other marketing role 9 percent "  Sales 5 percent "  Other 11 percent !  Annual sales: "  Less than $10 million 57 percent "  $10 to $24 million 13 percent "  $25 to $99 million 13 percent "  $100 to $499 million 9 percent "  $500 to $999 million 1 percent "  $1 billion or more 7 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 35B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016 APPENDIX: SURVEY BACKGROUND This 2016 Social Media Investment and Returns Study survey was administered online during the period of July 29 through August 31, 2016. During this period, 482 responses were collected, 401 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance. Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data: !  Type of organization: "  Primarily B2B 66 percent "  Mixed B2B/B2C 34 percent !  Primary role of respondent "  President, CEO or owner 24 percent "  CMO 10 percent "  Digital marketing 19 percent "  Social media marketing 7 percent "  Marketing operations 15 percent "  Other marketing role 9 percent "  Sales 5 percent "  Other 11 percent !  Annual sales: "  Less than $10 million 57 percent "  $10 to $24 million 13 percent "  $25 to $99 million 13 percent "  $100 to $499 million 9 percent "  $500 to $999 million 1 percent "  $1 billion or more 7 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 35B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016

7. APPENDIX: SURVEY BACKGROUND !  Revenue growth environment in most recent fiscal year: "  Significant increase 19 percent "  Slight increase 44 percent "  Flat 23 percent "  Slight decline 10 percent "  Significant decline 4 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 36B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016 APPENDIX: SURVEY BACKGROUND !  Revenue growth environment in most recent fiscal year: "  Significant increase 19 percent "  Slight increase 44 percent "  Flat 23 percent "  Slight decline 10 percent "  Significant decline 4 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 36B2B Social Media: Investment & Returns – Benchmark Study Report – September 2016