BtoB marketers are spending millions of dollars annually on social marketing programs, though nearly 30% are not tracking the impact of social media programs on lead generation and sales, according to a survey conducted by Pardot.
The survey, which included input from dozens of companies, aimed to shed light on the developing role of social media in marketing. Survey questions focused on social marketing etiquette, the influence of social media on lead and sales, the most useful social media tools and the cost to operate social marketing programs.
The survey found that social media use among BtoB marketers is on the rise —95% of respondents indicated they use Facebook, Twitter, LinkedIn, YouTube or corporate blogs to reach prospects. Yet despite the increased use of these services, only 70% are monitoring the return on spend for these programs. And among those who do, about 42% of marketers replied that zero or an uncertain number of sales leads resulted from social media programs.