Charting the B2B Social Media Lead Generation Process

We wrote a book about B2B social media to share our ideas with others and to help them learn how to adopt social media in their B2B companies. One sign of success is when people take the ideas and make them their own. This is something that the web has always been good for. People gather ideas, remix them and create their own content from them. We were pretty excited to see the book review from Aarne Töllinen, Project Manager at University of Jyväskylä. And thankfully it is written in English, because we don’t speak Finnish.

The cool part of the review is that it includes a graphic showing the social media lead generation process. While not a fancy infographic, it still is easy to see the flow of the process. Leads come in from a variety of sources, including social media and search, and they go to the company home page or a dedicated landing page. The top of funnel (TOFU) offers like webinars and ebooks include a call-to-action which connects to a lead form. In this graphic, these leads leave the marketing realm and move into the sales funnel. Middle of the funnel (MOFU) offers can now happen on the way to purchase. After purchase, you can calculate the return on investment (ROI) using the total lifetime value of the customer (TTLV) and the cost of customer acquisition (COCA).

Thanks to Aarne for creating this graphic representation of the B2B social media lead generation process.