The role of social media data in enhancing B2B omni-channel marketing efforts in small businesses

Purpose This paper explores the role of social media data in enhancing business-to-business (B2B) omni-channel marketing (OCM) efforts in small businesses. B2B marketing strategy is explored through the lens of each business’s marketing manager’s insights. A novel social media data visualisation tool for B2B marketing campaign development is presented, adding contextualisation to OCM activities. Design/methodology/approach This exploratory study uses the qualitative interview method to consider the research question: what role does social media data play in enhancing B2B marketing efforts across the omni-channel in small businesses? The paper presents the findings of 25 in-depth interviews with small business marketing managers from a range of B2B industries, guided by a literature-informed interview template. Insights are developed using an open coding approach via traditional pen and paper methods, underpinned by thematic analysis. Findings Small business marketing managers recognise the importance of social media data in enhancing B2B OCM efforts in their organisations. They acknowledge online marketing channels as paths to enhanced brand awareness and relationship building and recognise social media’s growing influence on B2B customers’ decision-making processes. There is a dichotomy between the professed importance of social media data and its use among some small business marketing managers in their B2B OCM efforts. Others are capturing these data and integrating it with other data resources, thereby embedding social media data as a strategic resource within their business. Findings indicate that it is only in these small businesses that OCM strategy is evolving to meet B2B customer expectations of an integrated OCM experience, informed by social media data, across all channels and touchpoints. Research limitations/implications This work is of particular interest to marketing managers within small businesses seeking to improve their B2B marketing efforts across the omni-channel. It is of value to all B2B enterprises, given the rate of advancement of the B2B social media marketing landscape. Originality/value Recognised as an emerging area, research relating to B2B OCM is limited. This paper provides empirical data on OCM efforts in small businesses from a B2B perspective and considers the role of social media data in enhancing marketing efforts across the omni-channel. Underpinned by social network theory and based on insights gleaned from fieldwork, a social media data visualisation tool is presented, the first of its kind in this sphere.