Business-to-business marketers are increasingly integrating social media in their marketing schemes because it allows customers to become part of the conversation. In 2014, 10% of B2B marketers plan to center marketing on social media efforts, while another 37% say social will be very involved in their efforts, according to eMarketer. "Social media marketing is no longer a nice to have -- it's a must have," said Mark Yolton, SAP's senior vice president of digital, social and communities.

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