For B2B companies, Pinterest’s ROI and measurability have been unclear.
Last week, Pinterest gave B2B marketers a new incentive to rethink the platform when it unveiled its first web analytics tool. Pinterest Web Analytics allows brands to track how users are interacting with them on the platform and gives them insight into what images have been most clicked on and repined. Companies with verified websites can even measure how many people have pinned images directly from their site, how many people saw those pins, and how many people clicked through Pinterest to the brand’s website.
It’s not easy to find examples of B2B companies using Pinterest, but a few brands are successfully utilizing the platform – such as HubSpot, GE, and Oracle. Each has a different strategy: HubSpot focuses on providing marketing information in a fun and visual way, with the majority of its pins leading back to the Hubspot website. GE exclusively pins images that they own, and uses visually appealing graphics rather than informative materials. Lastly, Oracle uses Pinterest as a platform to showcase their company culture.
It’s always important to consider whether it’s worth investing in what is still a consumer-oriented platform – but with images and the consumerization of even B2B purchases becoming more important, Pinterest can be a good testing ground. And it may have just gotten more interesting.