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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.  

Nimble Helps Marketing Organizations Turn Social Media Communities Into Customers


Nimble,
a social business and CRM platform, is now available in the Google Chrome Web Store. The solution is designed to help organizations build relationships with prospects and customers via social media, as well as track and manage sales opportunities.

Using the Nimble platform, organizations can manage all social network accounts, including Twitter, Facebook, LinkedIn or Google+,  in a central location. Marketers also can stay up-to-date on the most popular discussions and networks, engage with customers and prospects, and communicate effectively by identifying and tracking relevant topics.

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.  

Social Media Data Helping to Target & Extend Demand Gen Campaigns

While BtoC marketers have cultivated a presence on social networks like Facebook and Twitter to enhance engagement with customers, BtoB marketers are increasingly turning to these channels to extend the reach and effectiveness of campaigns, and ensure they are marketing to the right audience. According to a Netprospex Social Report, based on an analytics of 2 million contacts in Netprospex’s database, 40% of businesspeople use LinkedIn, 13% use Facebook, and 3% use Twitter. The company expects these figures to grow significantly.

Don’t Confuse Motion with Commotion

pastedGraphicBy Richard Cunningham, VP Marketing, RightOn Interactive

Focus your resources to move the ‘right’ business relationships forward

You’re Tweeting; you’re active on Facebook; you’re running PPC campaigns
.  You’re out there in the marketplace creating interest through a variety of channels and it’s generating a lot of response.

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.

Predictions Of Email’s Death Exaggerated, As Channel Serves As Bridge To Social Tools

The Wall Street Journal ran an article last month with the headline, “Why Email No Longer Rules...,” which read like an obituary for email marketing. “Email has had a good run as king of communications. But its reign is over,” the Journal article stated. “In its place, a new generation of services is starting to take hold—services like Twitter and Facebook and countless others vying for a piece of the new world.”

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.

Marketers Improving Response, Recall Rates By Integrating Video Into Lead Gen Programs

Struggling to stand out in a crowded inbox filled with Webinar invites, more marketers are integrating video messaging into their demand generation campaigns. By distributing viral videos through social media platforms such as YouTube and Facebook, and integrating the rich media into outbound messaging, several companies have reported significant upticks in web traffic and lead volume.

New Report Shows SMBs Stepping Up Inbound Lead Gen, Social Strategies

As lead generation continues its momentum even in a tough economy, some differences between large companies and their small-to-medium sized counterparts are starting to take shape. Case in point: A new survey from Cambridge, MA-based marketing services agency HubSpot shows that SMBs spend three times more money on social media for lead generation than larger companies do. SMBs, according to the survey, spend 14% of their lead gen budget on the newest blogs and social media as compared to 5% for larger companies.

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