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Pardot Research Shows Gap Between BtoB Social Media Usage & Measurement Of Impact


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.  

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LinkedIn CMO Leads Demand Gen Discussion At BtoB’s Virtual Event

Patrick Crane, VP of Marketing for LinkedIn, delivered the opening keynote last week at BtoB Magazine’s new virtual event titled, Leading Edge: Demand Generation in the Digital Age, the magazine’s first-ever, daylong virtual trade show. Highlighting the growing power of social networks to reach prospects, Crane pointed out that 38% of all online media is now consumed on social platforms.

Using LinkedIn’s own strategy as a case study, Crane said it is critical for marketers to consider the “intent” of social communities, as many networkers use Facebook for personal and entertainment reasons, while conversations on platforms such as LinkedIn and Ning tend to be more oriented to business.
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