In a recent study of B2B marketers by BtoB Magazine, 59% of those surveyed answered that online lead generation is their biggest marketing challenge. While email is their number one source of online leads, only 13% of respondents reported that social media was their greatest driver of leads.
The survey broke out marketers from agency professionals, which yields a bleaker picture. 18% of agency respondents are getting more leads from social media than other sources, while only 11% of marketers are. The study also found that only 5% felt that social media was a mature and well-optimized part of their marketing mix. 55% of those surveyed revealed that they were in the early stages of social media, and 14% of B2B companies were not using social media at all.
Does this survey seem in line with your experience of social media to drive leads and become fully integrated in your B2B company’s marketing mix?