Business-to-business (B2B) marketers—more anxious than ever to capture viable leads—are enamored with social media. They tell stories of introducing new products via social, saving money when questions about their products are answered by “followers” from other companies and earning credibility when influencers tout their brand.
B2B marketers know intuitively and anecdotally that social media brings them good leads. But when it comes to proving that social marketing shortens the sales cycle and delivers revenue, things get hazy; a proven formula for exactly how social helps close a sale is still elusive.
Nevertheless, marketers are so enthusiastic about social marketing's effect on top-of-funnel engagement that they say social is here to stay. It has become a core element of their lead generation efforts. And they have hammered out a number of best practices that are worth sharing and emulating.
This report provides a brief overview of data detailing the importance of social media marketing to B2B lead generation. It also presents how-to advice and real-world examples of innovative and successful techniques for top-of-funnel engagement.
Ask any B2B marketing executive what keeps them up at night and you’ll get the same answer: finding leads. Survey after survey reveals this major worry.
For instance, 48% of US B2B marketers surveyed by Chief Marketer in March 2013 said that finding new leads was their primary objective.
Likewise, a BtoB Magazine study’s results were equally compelling, with 60% of US B2B marketers saying that generating new leads was their No. 1 online marketing challenge in 2013.
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