The use of social media for lead-generation purposes has been an objective greatly to be wished for among digital marketers, even if the metrics for achieving that result haven’t always been obvious.
Marketers continue to work toward that goal: 45% of experienced users of social media said lead generation is one of the most important goals for their social marketing efforts, behind only such traditional social metrics as branding (64%), website traffic-building (55%) and customer feedback (51%), according to BtoB’s newly released study, “Emerging Trends in B-to-B Social Media Marketing: Insights From the Field.”
Marketers are even clear about which channel is best for lead generation. In BtoB’s online survey of 577 b2b marketers, conducted in January and February, 57% of respondents said LinkedIn was best for lead-gen. While all other social channels—including blogging, Facebook and Twitter, were ranked lower on their lead-gen abilities—gaining business is clearly on the social agenda.