Business to business (B2B) social media marketing has always been a harder nut to crack than its business to consumer (B2C) counterpart, and a new study has suggested that marketing departments refusal to embrace new social channels might be one reason why.

While more B2B marketers are using social media sites than ever before, Facebook (83 percent), Twitter (80 percent) and LinkedIn (80 percent) are far and away the platforms of choice for the majority of brands, with YouTube (61 percent) and Google+ (39 percent) rounding out the top five.

Pinterest is used by just one in four B2B marketers (26 percent), and Instagram less than one in ten (7 percent).

This data comes courtesy of MarketingProfs and the Content Marketing Institute’s 2012 B2B Content Marketing report (PDF), which has been visualised in the infographic below.

(Source: Marketo. B2B image via Shutterstock.)