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.  

Eloqua Adds New Social Media Sharing And Reporting Tools

Eloqua, announced the availability of its new Social Sharing and Reporting toolset. The product is designed to allow marketers to harness the power of the social Web by pulling online conversations into their promotions, empower prospects and followers to share marketing content with social networks such as Twitter, Facebook and LinkedIn, and track inbound traffic from blogs and social networks.

Manticore Integrates With Social Networks 
To Feed Sales Contacts

Manticore Technology announced a new version of its marketing automation platform, with new capabilities designed to further feed the sales pipeline. The new version features integration of with some of the world’s largest social media directories including Jigsaw, LinkedIn, and Facebook, in an effort to enable marketing departments to deliver sales with tools to develop and expand their pipeline.

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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