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BizReport : Social Marketing : April 07, 2011


B2B marketers rank LinkedIn important for lead generation

B2B marketers say LinkedIn is their most important social channel, according to a new survey from BtoB, ahead of the likes of Facebook and YouTube.

by Helen Leggatt

btob-logo.jpgIn their "Emerging Trends in B-to-B Social Media Marketing: Insights From the Field" report, BtoB reveals 93% of B2B marketers engage in social media marketing to some degree.

The most-used channel by B2B marketers is LinkedIn, used by 72% of businesses involved in the study, with Facebook (71%) and Twitter (67%) almost as popular.

When it came to ranking the importance of each channel over a quarter (26%) cited LinkedIn as their primary social channel followed by Facebook (20%), blogging (19%), customer communities (14%) and YouTube (7%).

Importance was placed on professional networking site LinkedIn because of its lead-generation power, while branding was considered the primary strength of Facebook, blogging and YouTube.

"Lead-gen exploits the résumé-like qualities of LinkedIn, and why not?" says Christopher Hosford, East Coast Bureau Chief of BtoB and BtoBOnline.com.

"This is a channel whereby users are directly inviting others to engage with them. Marketers have recognized this LinkedIn characteristic, and are reporting that it's paying off in more and higher-quality leads."

LinkedIn recently surpassed the 100 million member mark, and is currently seeing new members sign up at a rate of around 1 million a week.






Tags: B2B, brand marketing, business-to-business, lead generation, social marketing, social media, social networking








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  • Each social networking platform has its own strengths and weaknesses. That's why it is important for businesses to figure out which ones work the best for them. You have to have a clear understanding of how your goals fit into each site and what you have to do to attain them.





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