When social media marketing first presented itself as an ingredient in the marketing mix, many B2B marketers were asking: why? Why do we need to be using sites that are tailored for personal networking, to help grow our business? The answer is: because that’s where your leads are.
Lead generation has become one of the primary concerns of B2B marketing, organizations trying to measure the success of their social media campaigns. While your brilliant content may classify you as a social media guru, it is useless if you don’t have the tools to integrate it with your other marketing and sales efforts. It’s like making a ton of money, but literally having no idea how to spend it (not a problem I would run into).