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Many B2B companies assume that their target groups are already well-acquainted with them. But this is often a misconception: younger professionals, international employees taking on responsibilities in Germany, or new decision-makers joining companies through transformations often lack established networks or market experience. This is where social media offers a vital opportunity.
Good, relevant, and unique content not only creates added value for your audience but also provides a real opportunity to engage in dialogue with them. “Social-first” marketers report that they can save up to 50% in costs through organic social media while achieving better lead qualification. Moreover, tight integration with other channels – such as websites, platforms, or campaigns – enables significant synergies.
Another advantage of organic social media is the ability to test content efficiently. New content can be evaluated quickly and cost-effectively to see how it resonates with the target audience. These insights can then be purposefully applied to paid campaigns. Especially in times when elaborate, in-depth content is increasingly in demand, this approach pays off. The return on investment (ROI) in the marketing mix can be optimized, as “deep content” remains usable longer than daily posts.
Organic social media is highly versatile and delivers convincing results at almost every stage of the lead and sales funnel. Over 80% of marketing executives report that organic content works particularly well in the upper and middle funnel stages. Even in the lower funnel areas, it still achieves measurable success in 47% of cases.
An active industry discourse is far more than just an exchange between companies and their audience – it is a crucial lever for visibility, trust, and thought leadership. Platforms like LinkedIn, professional forums, or even X (formerly Twitter) offer companies the opportunity to actively engage in relevant discussions, build thought leadership, and identify trends early. Successful B2B brands use these channels not just to distribute their own content, but also to interact with other experts and decision-makers.
Especially corporate influencers – employees acting as subject matter authorities – play a key role: they lend authenticity to the brand and strengthen its position as an industry leader. Companies like SAP demonstrate how publishing well-researched whitepapers and reports on digitalization, sustainability, and AI can build a lasting reputation as a thought leader.
The decisive factor is the combination of high-quality content and strategic interaction – only those who actively participate in professional discussions remain relevant in the long term.
Many marketing professionals want to invest more purposefully in organic social media – but often encounter hesitation or skepticism within their leadership teams. More than lacking budget, it's often a lack of understanding. While social-first channels prove to be powerful and ROI-efficient, classic formats such as trade articles or trade show appearances still enjoy higher esteem among many decision-makers.
One reason: the personal media usage habits of many executives play a crucial role. Those who seldom use platforms like LinkedIn or X often lack an intuitive sense for the relevance and impact of social content.
This is where one of the most important scientific studies in the DACH region comes in: the long-term study “Social Media in B2B Communication” by Althaller Communication has been continuously showing for 14 years how social media is being established in B2B communication – and how leadership style influences its use. Particularly noteworthy: companies with a participative, open leadership style integrate social media significantly more actively and strategically into their communications efforts.
The conclusion is clear: the more willing leaders are to engage in digital dialogue formats, the more successful companies become in strengthening visibility, reputation, and innovation power in the market.
Organic social media not only allows B2B companies to save costs but also to reach new target groups who can become valuable partners in the long term.
"In an increasingly digital marketplace, the successful integration of social media into B2B strategies is not just beneficial – it is essential. Companies that leverage social media effectively can build deeper relationships, improve customer engagement, and achieve significant sales conversions. The DACH region, with its robust technological infrastructure and innovation-driven economy, offers unique opportunities for companies to harness these tools."
– Source: “Digital Media as a Game-Changer in B2B Buyer-Vendor Relationships,” Journal of Sustainable Business and Economics (2022), Krings et al.
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Focus on relevance over reach
Avoid one-way communication: Posting alone is not enough – genuine interaction matters.
Solution: Intentionally respond to comments and questions, not just under your own posts, but also in discussion groups.
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