ITSMA Online Survey: Integrating Social Media into the Marketing Mix and the Business

  • Author(s) Chris Koch, Katie Espinola
  • Published April 13, 2010
  • 277 Pages
  • Category Content & Communications
  • Type
  • 277 Pages
  • .PDF Format
  • Integrating Social Media into the Marketing Mix and the Business Abbreviated Summary ITSMA_SV4578sum.pdf

Marketers must stop thinking of social media tools in isolation and start thinking of them as another channel in their overall marketing mix.

B2B marketing lays the path to a sales discussion and supports relationships with existing customers. Social media is another channel, one of many, for making the connection and building the relationship with customers.

Social media have value on their own, but they should also be used to complement other marketing channels, such as events, whitepapers, and Websites.

Before embarking on any marketing initiative, marketers first think about their objectives and goals. They then come up with a strategy to achieve these goals, deciding what channels to use, which may or may not include social media.

In this report, ITSMA examines how B2B marketers are leveraging social media channels in their marketing strategies.

Key Findings

  • Most marketers recognize there should be no social media strategy; only marketing strategy
  • Few companies are researching their target audience and their behavior for social media
  • Marketers are struggling to provide content for social media. Social media, itself, may be part of the solution to this problem!
  • Some marketers are using social media in the thought leadership development process
  • Some social media tools are more effective during different stages of the buying process, however, few companies are mapping their tools to the buying stages
  • Social media requires new roles, competencies, policies, and governance

Study Methodology

  • Web-based survey
  • Survey invitations were emailed during February 2010 to ITSMA member and non-member companies
  • The survey was also promoted on Twitter and LinkedIn
  • 123 representatives from 80 companies responded
  • ITSMA analyzed the data by:
    • Company type: sells products and services or primarily services
    • Annual revenue: Less than $250M, $250–999.9M, Greater than $1B
    • Region: North America or Europe & Africa
    • Social media strategy: planning/ad hoc basis/piloting or formal social media

This report is available for no additional fee to current members that responded to this survey.

Avanade, Inc.
Cisco Systems
EMC Corporation
Fujitsu Services
HCL Technologies, Ltd.
IBM Corporation
Infosys Technologies Limited
Microsoft Corporation
Nokia Siemens Networks
Orange Business Services
SAVO Group
SunGard Higher Education
Talent Partners
The TriZetto Group
Xerox Corporation


If your company is on the above list, please send us an email (using your company email) and request a copy of the report (no additional fee). Orders will be processed the next business day.

This report is available for sale at member and nonmember prices.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
Add to cart
Become a member and gain access to all our tools and resources!

Want to gain free access to all our tools and resources?

Become a member and get access to the latest insight from ITSMA.



Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership