What this study shows us primarily is that "In B2B marketing, social media is most effective at achieving branding goals." I agree with that, from my experience working in social media in B2B. But from my perspective, It's unfortunate to see such a drop off between increasing website traffic and generating leads. I'd like to see us as B2B marketers figure out tools or processes for closing that gap. I'd like to see more case studies and articles about those who are effectively generating very quantifiable and qualified leads into their sales pipeline directly from the relationships they are establishing with influencers and decision makers in their target demographic who are active on social media sites.
Most Effective Use of Social Media In Achieving B2B Branding Goals
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