How B2B Brands Can Use Social Listening to Gain Digital Insights

Many B2B organizations mistakenly assume that monitoring online conversations is less important to them than it is to consumer-facing businesses. These have hundreds of thousands of buyers and millions more of potential. By generating large volumes of online discussions about them, they have a lot of information to analyze to generate insights with dedicated social media teams.

However, what about those B2B companies that sell their services to other companies? What about companies that, despite their widespread success, aren’t mentioned much online and don’t necessarily have many customers?

According to Forrester’s 2023 Brand Communications Survey, 90% of B2B buyers trust recommendations from their peers and 85% trust consumer reviews of suppliers in their industry. There are many third-party review sites, such as TrustPilot, G2, Capterra, TripAdvisor Classdoor, and Reddit, that collect consumer reviews independently of the featured companies.

Without monitoring these conversations, B2B companies are missing out on key consumer insights that provide numerous opportunities, such as building awareness, engagement, and trust throughout the often long consumer journey.

An active listening and engagement strategy allows B2B companies to better influence consumers and decision makers in their industry.

How B2B Brands Can Use Social Listening to Gain Digital Insights

How can these brands quantify the information available online and decide what really matters?