A B2B company’s brand does a lot of heavy lifting. It is the embodiment of who the company is, what it stands for, and how it will serve its customers, employees, and (in a more grandiose fashion) its industry and society.
For example, in fall 2019, US and UK B2B customers of social media management platform Oktopost said they generated 58% of their leads from LinkedIn. Just 23% of leads came from Facebook and another 17% from Twitter. Additionally, when Social Media Today and CRM provider SharpSpring asked US B2B marketers which social media platforms were best for lead generation, close to half (48%) cited LinkedIn.