Will Social Become the Dominant Media for B2B Brands?

Messaging on social channels is eclipsing email as a primary marketing tool

By Matthew Schwartz

Social media has pulled ahead of email marketing as the top marketing tactic for B2B companies, says a recent study. As social platforms command a growing number of ad dollars, the challenge for marketers will be to tailor their messages so they play into the strengths of each channel, whether text for Twitter, visuals for Instagram, or original video content on YouTube.