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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

"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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