10 Reasons Why B2B Companies Are Failing With Social Media

Too many B2B companies are flat out failing at social media marketing. It isn’t their fault. This isn’t an attack on the companies. Heck, they are at least brave enough to give it a shot. Instead this is an explanation for why a new marketing channel has been slow to grow in the B2B space. This shouldn’t be news to anyone though. Email marketing has been around for decades and many companies still don’t have that mystery figured out yet.

Instead of placing blame, let’s diagnose the reasons B2B companies aren’t seeing success with social media.

10 Reasons Why B2B Companies Are Failing With Social Media

1. Massively Under Investments In Content
In the old days of B2B marketing, space was the core limiting factor. Marketers needed to work in the size constraints of a direct mail piece to get their message across. On the social web, space is unlimited. Instead, attention is now scarce. To grab the attention of leads online, marketers need more content than ever before. One blog post a month isn’t going to cut it. With the need for multiple blog posts per week and daily social media messages many marketing teams find themselves under-equipped to keep up with the content demands. If you are a B2B executive shift some of your paid advertising budget to content creation resources ASAP.

2. Haven’t Used Paid Social To Bolster Organic Efforts
Advertising shouldn’t be a dirty word in social media marketing. Instead paid social media marketing efforts on platforms like Twitter, Linkedin and Facebook should be used to bolster your organic marketing investment. Use advertising to attract new connections on social networks. They will see the content you are sharing and engage with it to increase your lead generation.

3. Aren’t Focused on Lead Generation
Stop counting followers as your primary metric of social media success. Engagement is not a goal, it is a metric. Put a lead generation and revenue goal on your social media marketing efforts so that you can demonstrate the value in order to get additional budget consideration. Heck, we though this was so important, that we wrote The B2B Social Media Book.

4. Management Support Doesn’t Exist
Social media doesn’t succeed as a rogue one-man or one-woman project. Instead take our advice from #3 and build a model that projects social media lead generation growth over the next year. Share this with your executive team to get the funding and support you need to be successful.

5. Aren’t Looking At The Right Data
Social media is nothing more than another marketing channel. Stop looking at weak metrics like followers and engagement. Instead look at social media as you would any other marketing channel and look at key metrics like visitor-to-lead conversion rate by social channel, as well as visitor-to-customer conversion rates.

6. Customer Personas Aren’t Clear Enough
To win in the world of B2B social media you must clearly understand the daily pain that your target audience is facing. Your customer personas are critical to understanding this important information. If your social media efforts are missing the mark it is likely because you are failing to address your targets’ core pain. Revisit your customer personas with a new round of customer interviews to better understand the challenges they are facing.

7. Failure To Make The Boring Exciting
Your business is exciting. I don’t care what you do, someone in the world thinks it is important and awesome. Brainstorm with your team about some of the awesome, yet unexpected applications of your product. You never know, you might end up like BlendTec.

8. A Terrible Website
You could be rocking social media and sending tons of traffic back to your website but if your website sucks, it won’t do you much good. Conduct user testing on your website to make sure that it properly communicates your company’s products and services. Examine the conversion paths of your website to make sure that when someone arrives from social media, that they actually have a chance to become a lead.

9. The Belief That It Can Replace Everything
Social media isn’t a cure all. Don’t think that it can replace your other marketing channels. Instead, work with your team to get tighter alignment between social media and your other marketing activities.

10. Still Making Too Many Excuses
“Well social media doesn’t work for my industry.” “My business is different.” “We are boring.” “We have a different model. It doesn’t apply to us.” “We tried, but after a few weeks it just wasn’t working for us.” STOP IT!!!!! Quit making excuses. I hear these statements all the time from countless businesses. Never have I said “Wow, you are totally right.” Instead, I simply nod my head and then walk away thinking that this is another business who is condemned to failure because of a “can’t do” attitude. Don’t let this be you. Open your mind and attack big and bold ideas. You just might be inspired by the success you find.

Don’t fall victim to these mistakes and situations. Instead learn from them and crush your competition.

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20 LinkedIn Tips for B2B Social Media Success

B2B marketers are looking for ways to improve their social media marketing results, and one of the platforms that helps with that is LinkedIn. Many B2B companies have seen success on the professional social network by getting employees to represent the company in addition to their own experiences, managing company pages and even running industry groups.

Below are 20 tips that will help with many aspects of LinkedIn, both personal and for your company. Each one of the tips has a link to the original source, so many more tips can be found by clicking through and reading more. If you have other great tips for B2B companies, please share them in the comments below.

Personal Profiles

1. Use a professional-looking photo that is tight and well-lit with limited background distractions. (Source)

2. Customize your website listings. (Source)

3. Use LinkedIn to follow up after other communications. (Source)

4. Teach LinkedIn strategy and tactics to your employees. (Source)

5. Endorse others first and endorse fairly. (Source)

Company Pages

6. Choose keywords in your company description that your potential customers might look for. (Source)

7. Target your posts by Industry or Location. (Source)

8. Build followers for your LinkedIn company page. (Source)

9. Amplify through your network. (Source)

10. Monitor and focus your efforts. (Source)

Networking

11. Use “Tags” to categorize your connections. (Source)

12. When you think it could benefit your business, ask your contacts for introductions to their contacts. (Source)

13. Understand the psychological needs of people on LinkedIn when connecting with them. (Source)

Groups

14. Have sales reps join industry and local LinkedIn Groups. (Source)

15. The best groups have discussion topics that do not always begin with blog article links. (Source)

16. Send messages to a large number of people for free. (Source)

Lead Generation

17. Target searches for keywords you’ve identified as central to your business. (Source)

18. Create free banners on your products/services page. (Source)

LinkedIn Advertising

19. Each element must attract the audience you’re targeting and inspire people to click on the ad. (Source)

20. Create a special landing page just for LinkedIn ads. (Source)

What are some things you have done to grow your B2B network or expand your company’s presence on LinkedIn?

Facebook and Pinterest Lead Top B2B Social Media Posts in 2012

It is halfway through 2012 and it is always interesting to see what B2B social media posts generated the most interest from our readers. This list was compiled based on page views in Google Analytics.

It is no real surprise that the top posts relate to Facebook’s Timeline, current statistics, Pinterest, LinkedIn, generating leads and measurement. These are things that are most on B2B marketers’ minds. It is also notable that 9 of the 10 posts feature a number in the headline. In both of these cases, content and numbered headlines, this may be more about what we write about and how we structure posts, than about popularity of certain kinds of posts.

If you missed any of these posts, this is a great chance to read them and share them. Are there any other posts that resonated with you that would be in your top ten? Let us know in the comments below.

1. 10 of the Best B2B Facebook Timeline Cover Photos

2. 12 Revealing Stats About B2B Social Media Marketing

3. 5 Ways B2B Companies Can Use Facebook Timeline

4. 4 Reasons For B2B Marketers To Explore Pinterest

5. 5 Ridiculous B2B Social Media Marketing Myths

6. 4 Ways to Use Storytelling for B2B Social Media

7. 5 Ways to Generate Leads from a LinkedIn B2B Company Page

8. 12 Compelling B2B Social Media Slideshare Presentations

9. Generate More Leads with B2B Social Media [Infographic]

10. 5 Ways to Measure Results of B2B Social Media

Photo: Flickr

5 Ways to Generate Leads from a LinkedIn B2B Company Page

Many B2B companies have been successful at generating leads from LinkedIn, but there are features of a company page that B2B marketers are just not aware of. Most B2B companies have company pages on LinkedIn where they include a keyword-stuffed paragraph or two of marketing-speak. It also shows the employees who work at the company. This is the most basic option for LinkedIn.

1. Products and Services

The first thing that you need to do is enable the Products and Services function of the company page and begin adding products and services. This is where the action happens on the company page. Recommendations aren’t given for companies. They are given for products. Several of the follow lead generating suggestions are based on areas in the product and services tab. Note that you can be flexible with the definition of what a product is. If you have a compelling ebook that is appropriate for a LinkedIn audience, add that as a product. You can direct visitors to a download page with a lead form to receive the ebook.

2. Free Banners

Want to test some new creative ideas? Want to test some landing pages? LinkedIn gives you three free banner ads at the top of the products and services page. Create images that are 640×220 pixels, upload them to your page and add a unique URL, preferably to a landing page, and you have free ads. All you need to do now is make sure you are directing traffic to your LinkedIn products and services page.

3. Personal Contacts

Prospects don’t always like filling out contact forms because they never know who is going to contact them, but what if you could show them real people, with pictures and everything, that they could connect to for more information. This personalization of contact can be set by product, so consider adding people who have a high enough profile in your business or who have a title that makes sense for the contact. This can be viewed by some prospects as a purely “for more information” request about the product or service, so product managers can be a good fit, but these are leads. Clicking on this link is someone raising their hand and expressing interest.

4. Video with Call to Action

Each product and service entry has a space to link to a YouTube video, which appears embedded on the page. Video is another way to tell the story of your products. There are many ways to include calls-to-action in a YouTube video, which should be considered for the ones on your LinkedIn page. Everything you do on this page should provide enough information for prospects to decide that your products and services should be in the consideration phase of their buying process. You need to make it easy for them to take the next step and become a lead.

5. Status Updates

Companies can share status updates with those following the company. This is different than sharing information on your personal profile. You should have a content plan for sharing on your company profile. Share a mix of third party articles, company blog posts, links to ebooks and webinars, employee information and other content appropriate for your LinkedIn audience. Cross promote LinkedIn groups and events to continue to build your audience across LinkedIn. The main thing to do for lead gen is to make sure you are providing compelling offers with calls-to-action so prospects can become leads for your B2B company.

Have you taken advantage of all the lead gen levers that LinkedIn offers on your B2B company page?

5 Ways to Measure Results of B2B Social Media

B2B marketers like to measure things. This is not measurement for its own sake, but to determine the results of their marketing efforts. Social media, since it occurs online, is filled with measurable elements, but it can sometimes be a challenge to know which ones are worth measuring.

Start by establishing a set of goals and objectives for your social media efforts. If these goals are realistic, and measurable, you can determine how you doing in social media by examining how you are hitting your goals. And it is super-awesome if these social media goals relate to your higher level business objectives. This is easier if your company has clear marching orders, but you should at least have some idea how your company is looking to grow its business.

1. Growth of Following

Every B2B company that starts in social media begins focused on increasing followers and fans across their social profiles. While this is a tactic that should be pursued to increase the reach of your following, it is not a metric that should be obsessively measured and reported to your management. This is better understood if and when you understand how your number of followers relates to conversions. If you know that for every 1000 followers or fans, you get five leads, that is useful information. If you are trying to get to 1000 followers just to show your boss that “social is working,” you have not demonstrated anything.

2. Conversions

Measuring conversions is the best place to start because these are actions your visitors and followers can take that have some connection to your business. You may have already determined that there is some value in these activities. This could be signing up for an email newsletter or subscribing to your company blog, but it could also be participating in a survey or leaving a blog comment. These are the things that take a visitor and get them closer to the top of the funnel. They may not be a lead yet (which we will look at next), but they have done something that shows they may have interest in you product or service in the future.

3. Leads and Sales

As many B2B companies have long sales cycles, leads are used as a proxy for sales. Generating leads through social media and tracking those efforts through your buying cycle should be one of main components of your social media efforts. If you are creating content on a blog, and you should be, to drive traffic to landing page offers for ebooks, webinars and other deeper educational content, the reporting depends on both your volume and the sophistication of your systems.

A raw number of leads generated from social media is a good start, but you should endeavor to push this further. Can you break it down by platform, offer and types of content? That’s the front end, but what about the back end? If you can measure how these leads convert to sales, then you have a better understanding of what types of content and activities appeal to your customers and prospects. This will allow you to further optimize your B2B social media efforts.

4. Cost Savings

Social media can reduce costs but you need to be realistic about measuring the real cost savings. Companies often cut outside expenses (traditional advertising and marketing) and replace them with internal costs (employee time), and the public perception of social media being free drives this approach. This does not take into account the employees’ time to create content content, manage social profiles, or even the other jobs functions that now get short-changed because they have added social media to their daily activities.

A better way to look at cost savings is to isolate it to a given activity, like customer service. Using social media to reduce the call volume of a call center is measurable if you know what an average call costs. Determine the average cost of resolving customer service issues via social media and the difference is your cost savings. Tracking this over time to meet a goal in call deflection is a measurable result. There may be upfront costs developing the process, training and materials for response, but over time, this can be more efficient for many companies.

5. Return on Investment

And finally, the last piece of measuring your results is determining the return on investment (ROI) of your efforts. This is simply determined by taking the return, or revenue, and subtracting the investment, or cost, and divide it by the cost. The hard part of determining ROI is to figure out what to include in the return and the cost. While you need to put some timeframe around these measurements, for example conduct a 90 day campaign to contain both the return and the investment, there are other ways to think of return. In The B2B Social Media Book, we suggest using a Lifetime Value of a Customer as a better return value than an individual sale. This really shows the true value of your activities to the business. The numbers are measured in dollars and the ROI is frequently expressed in a percentage. If you can accurately calculate the ROI of your social media efforts, you can compare them to other marketing activities to determine their cost-effectiveness.

Measuring B2B social media serves two main purposes. The first, and more important, is about determining success in meeting your social media goals, but the second is reporting on those results in a way that show the value of social media to your management. Ideally, there is no difference between the two. What has your experience been in developing measurable goals for social media, meeting them and reporting on them?

Creative Commons Image from Flickr

12 B2B Social Media Predictions for 2012

2012 is going to be a big year for adoption of social media for B2B companies. We expect that early adopter companies will move even further out in front by becoming social in many areas of their business, while more of the second wave adopters will begin to see value in social media and move forward with planning and execution. This means that there will be a greater spread of B2B social media activities than ever before. More resources are available for B2B marketers, as well as more experienced practitioners, both of which will make the previously steep learning curve more manageable.

The following predictions for 2012 reveal many of the ways B2B companies will leverage social media for their business success.

1. B2B Websites Become the Ultimate Social Destination
In the consumer world, many companies send their visitors directly to Facebook. This strategy seems to be based on the fact that people are already on Facebook and why should companies encourage them to leave the environment. B2B companies will understand this year that it is more productive to drive traffic to their owned property, their website. This is where they control the environment are not subject to the whims of others. Many B2B companies not only need to update their websites, but add social components like Facebook and LinkedIn shares to allow visitors to spread the word about a company’s solutions to industry issues.
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2. Blogging Accepted as Hub of B2B Social Media Success
A blog goes hand in hand with the B2B website as a social destination. Companies that post valuable, educational content to their blogs at least once or twice a week will drive traffic to their blogs (and websites) through a combination of search and social media. Many B2B companies are challenged by the idea of creating content, but there are enough resources and examples of compelling content that marketers running blogs will publish posts that make a difference in their traffic.
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3. Social Media Lead Generation Taken Seriously
Many B2B companies will launch dedicated programs to generate leads through social media, and they will succeed. As more B2B companies take this approach to adding real, measurable results to their social media efforts, the easier it is for C-Suite executive to take social media seriously. This doesn’t just need to apply for direct sales, but companies that have well-established processes for sharing leads in a variety of sales channels can also benefit from social media lead generation. Every stage of the buying process benefits from the kind of better educated customer that results from significant social media content efforts.
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4. Email Grows Despite Its Reported Demise
As the platform that keeps getting called out for its continued expiration is stronger than ever. Email newsletter drive traffic and results and will do more of the same in 2012. Marketers who send email will get better results by sending email more frequently. Email is still a viable content sharing option with your colleagues. And inboxes support growing social networks with both a LinkedIn plug-in for Outlook and one for Gmail by Rapportive.
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5. B2B Marketers Expand Social Media Followers
Traditionally B2B marketers kept their social media follower counts to a minimum, due to their limited customer base and prospect profiles. This coming year they will discover the benefits of building greater reach through their social profiles. Between the benefits of social search, a wider social graph and the necessity of a broader audience in adjacent industries will be apparent.
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6. Social Media Treehuggers Lie Down in Front of Bulldozers
One sign that social media is maturing for B2B companies is that softer social media activities and metrics will no longer be tolerated. Brand awareness through social media is not a sustainable activity. The social media purists, or treehuggers, will lie down in front of the business bulldozers and try to insist on softer approaches to social media execution. Don’t listen to them. Conversation, engagement and sharing are great, but generating leads and sales are okay too. They allow a business to continue to stay in business.
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7. Measurement of ROI Can No Longer Be Ignored
Just because it may be hard doesn’t mean you shouldn’t do it. Measuring the ROI of social media requires you to adequately bucket the expenses required to drive the results. This also means you need to have results that can be measured in dollars. Leads, which is a proxy for sales, can be used for the return portion. These calculations can be different for every B2B company, and you need access to data that you may not have access to now, but in the end it will demonstrate the success of social media, in business terms, in 2012.
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8. Mobile Strategies Catch Up to Reality
As each mobile device is released, it sells more than its predecessor. This will continue in 2012 and we will get closer and closer to the day the mobile web dominates B2B site traffic. B2B companies are on course to develop their mobile strategies so they can move forward with their customers. If every B2B marketer took their smart phone out of their pocket and suffered through their own website, this really would drive the creation of mobile-friendly sites.
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9. It is the Beginning of the End for Twitter as a Social Network
The role of Twitter will change in 2012. This is the beginning of its reduction of importance for B2B companies and their customers and prospects. Partly driven by its limited adoption (8% of US Adults) and partly driven by its new focus as a discovery platform for new users, Twitter will become more a place to go for news and information and less a social network. It’s minimalistic approach and reluctance to add features will ultimately be its undoing.
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10. Social Media Advertising Gets Results
All social platforms have advertising components that let B2B marketers expand their reach and get their content in front of their prospects and customers. As more B2B companies show success with these methods, these auction style bids will get more expensive. They will still be affordable in 2012, and will gain popularity.
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11. Social Media Adoption No Longer Driven by Hobbyists
A funny thing happened on the way to social media adoption for B2B companies. Marketers who were passionate about social media and had fun keeping up with the latest platforms and over-shared with all the other early adopters have moved on. Many work for agencies, technology companies and startups. The irony is that those currently responsible for managing social media at many B2B companies are those who initially didn’t care about this communication revolution. They got left behind by those that did. And in 2012 these are people who will be most responsible for the broad support of social media in their businesses.
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12. Social Media Supports Offline Activities
As social media becomes a key component in the marketing mix in 2012, it will become an important driver for offline activities like trade shows and direct mail. They will not be competing for the same budget resources, but will be part of a coordinated plan to improve results of these traditional tactics.
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Let us know what you think of our predictions, and if you have any of your own. No matter what happens in 2012, it will be an awesome year for B2B marketers who are expanding their use of social media to provide business value.

Review of 2011 B2B Social Media Predictions

Before we publish our 2012 B2B Social Media Predictions, we wanted to review of predictions for 2011, and see how the year turned out for B2B marketers and their adoption for social media. In general it seems that some B2B companies started moving forward with social media initiatives, but many of these conservative-minded companies did not embrace it with the gusto of their B2C cousins. Read on for the details.

1. Mobile, Mobile, Mobile
Mobile continued to grow, as expected, and some B2B companies began experimenting with different mobile tactics, including QR codes, but B2B companies did not focus on making their websites mobile friendly.

2. Open APIs Support Information Portability
Some applications provided API access for their customers to use their data in more powerful ways, but this was not fully utilized by B2B companies for better reporting and analysis.

3. Collect, Analyze and Visualize Data
With the explosion of infographics as content both on the web and in mainstream publications, you could almost call 2011 the Year of the Infographic. But B2B companies did not take this to heart and incorporate data visualization principles into their business reporting. We still saw lots of line graphs and pie charts on people’s desks.

4. Share Compelling Stories
Successful B2B companies who understood the value of storytelling made a bigger connection with their customers, although many companies are still trying to break out of their product-based shells.

5. Continued Growth of Social Search
The growth of social search was huge in 2011 and B2B marketers learned the value of incorporating their social graph into business networks. Google+ is an important part of this growth, but leveraging the large number of connections on Facebook and LinkedIn is key as well.

6. Expanded Forums of Social Communications
It is hard to determine the success of these forums, but some like Focus.com certainly increased their prominence in 2011. This expertise site features more than 1 million members and over 5,000 business and technology experts asking and answering questions.

7. The Year of Conversions
2011 was the very early stages of social media conversions for B2B companies. Some began laying the ground work for this to happen in the coming year.

8. Customer Service is More Social Than Marketing
This was one of the huge advances in social media for B2B companies. Many companies understood that they needed to listen for and respond to customer service requests on social channels.

9. Daily Deals and Group Buying Change Pricing Models
With so much upheaval in the daily deals space, including sustainability questions about Groupon’s business model and copycat offers in the B2B space, it remains to be seen if daily deals will have any effect long term. It did not in 2011.

10. Social Media will be More Accepted in the Enterprise
Some of the most social B2B enterprise companies, like Dell, Cisco and Intel, continued to make social media an important component of the way they do business, but for many large organizations, there is still some reluctance to “go social.”

11. Companies with Limited Results Pull Back from Social Media
For some companies that did not see huge wins with social media, they re-focused their marketing efforts on tactics that have been successful in the past, like pay-per-click (PPC) online advertising and trade shows.

What are your thoughts on how these predictions came to pass for B2B companies and social media in 2011?

Use LinkedIn Group Statistics for B2B Social Media Success

LinkedIn added statistics to their groups, and these are visibile to everyone, whether they are a member of the group or not. These are promoted as a way for people to know what the makeup or activity is of a group before joining, but B2B marketers running groups can now track relevant data related to their groups. LinkedIn is focused on visually presenting these statistics rather than making the data available so you will need to manually track your data by entering it into a spreadsheet.

6 Data Points to Track In LinkedIn Group Statistics

Tracking each one of these metrics will give you a clearer picture of your group and will make you a better community manager of the group. They are not definitive measures of success but they can help you refine your messaging to the group and find more of the right kinds of people to join. If your goal with social media is to generate leads, and LinkedIn is part of that, a well-run group with lots of relevant discussions by your target audience can result in an increase in leads.

1. Member Growth
This one is the most obvious, and you have always known how many members are in your group. As you work to expand the reach of your content, it is worth growing relevant members of your group. While groups grow organically, use your other social media profiles to promote and grow your LinkedIn group.

2. Number of Discussions
As the manager of a group, you should start at least one discussion per day. In active groups members also begin their own discussions. Tracking this shows how comfortable other members are within the group. As your group grows and the number of discussions increases, you can add a quality measure to this by viewing what kinds of discussions are started. Is it just a blog post link or is there additional insight added?

3. Number of Comments
This is driven by the number of discussions and the quality of them. Make sure your discussions are generating comments by asking engaging questions and even sharing discussions with certain members of the group. These can also be broken down by discussion and added the quality measure mentioned above.

4. Percent of Senior Titles
These next three statistics are harder to track because they are percentages, and LinkedIn doesn’t provide the underlying numbers. If your group is large, these percentages don’t change much. Track this to better understand the group, rather than trying to increase the number of senior members. Knowing where someone is in the decision making process can be more important than having all decision makers. A group of recommenders can take the time to understand where your product or service fits into the larger picture of the organization and how it compares to your competitors.

5. Percent of Functions
Tracking this and how it changes can show you if your group is attracting the right people. If the make-up of your group doesn’t match your target audience, change the content and focus of the group and consider a LinkedIn advertising campaign promoting the group to the correct individuals.

6. Percent in Top Locations
It is good to understand where your group members are located because you can connect this to regional events or a regional focus of your business. This may not change much, but by tracking it on a regular basis it will remind you address the regional nature of your group.

Do you have other takeaways from the LinkedIn statistics? How will you use them to better manage your group?

B2B Social Media Can Increase Both Quantity and Quality of Leads

B2B marketers are constantly striving to improve the quality of leads that they generate with their marketing programs. In the traditional split between sales and marketing, the quality of leads always comes up. This causes marketers to focus on lead quality over lead quantity, but I would say that it is the same thing. If you use social media lead generation in a targeted manner and focus on increasing the overall number of leads, through the magic of mathematics, the number of quality leads will also go up.

Quality vs. Quantity
A social media program centered around a blog that provides remarkable content to your prospects, customers and followers and includes calls to action on each blog post has been shown to generate leads for B2B companies. Sharing this content on your other social media profiles extends the reach of your content and drives traffic back to your blog. Whether you grow your online followings manually, organically or with the addition of advertising dollars (for example, promoted Twitter accounts), you are better off with a larger audience than a smaller audience.

Some might argue that increasing the size of your audience, and thereby your potential leads, does not bring in better leads, but consider how you go about this. You are creating content for your target audience. You are providing valuable information that can help your prospects and customers be successful in their businesses. If you are a logistics company and you are providing content about warehousing, shipping, software and best practices to improve efficiency in these areas, it is not a big leap to say this targeted content will appeal to your target audience.

Marketing vs. Sales
The sales department is always going to say they want better leads, not more leads. This is a process problem, not a leads problem. By using social media to generate leads, you can increase the number of overall leads for your B2B company. As the number of leads goes up, processes need to be put in place to score or qualify the leads. This could be a people solution, a systems solution or both. It is critical to address the volume of leads that come in from social media early on, because as your content generation gets better and your audience grows, the number of inbound leads will also grow.

How has social media changed how you think about lead generation at your B2B company?