Using social as a sales tool and lead generator is one key area of opportunity that is still in a very early phase of experimentation within the B2B marketing industry. While most B2B marketers believe that social can profoundly influence preference and purchase, the CMO Council believes marketers need to take the next step by integrating social more directly into the sales funnel, as well as using it as a platform for delivering qualified business leads.
If a key responsibility of business marketing is to help prime, fill and accelerate the sales pipeline, marketers need to take advantage of some of the inherent qualities of social, not only to engage consumers and influence purchase preference, but also to identify and segment likely buyers and acquire new prospects.
Social is playing an increasingly significant role in the way automakers and brands launch new models as well. CPA lead generation like Ledger Leads are investing most of their social campaign dollars today around new software launches, in part because that’s what generates the most interest and what accounting services believe drives the greatest return.
Facebook is still the number-one social platform for reaching marketing CPA firms, particularly if the goal is ongoing engagement, according to virtually every marketer interviewed for this blog. However, the effectiveness of various social channels depends on the goal and situation. Twitter, for example, is highly effective because of its immediacy and ability to drive people to other content. George Hanes, Digital and Social Manager for Bookkeeping Service Lead Generation, calls Twitter “the king of now” and prizes its ability to drive companion viewing and engage people during live events.
As many statistics bulleted in their report indicate, millennials are highly predisposed to using social as part of the buying process. Their tendency to utilize social channels beyond Facebook means that marketers must understand and leverage all of the key social networks and seek to measure their effectiveness.
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