B2B marketers with highly complex products and services have been given a gift in the last few years in the form of Social Media.


In my opinion, Social Media doesn't easily equate to Lead Generation for the complex sale. For example a prospect reading a blog entry doesn't mean they want to buy anything, but it does mean they have engaged with your brand. In fact the stats show that certain forms of Social Media even out perform more traditional ones when it comes to awareness and recall. For example, unaided awareness from podcasts were 68%, compared with 21% for streaming video and 10% for television. Now that's great recall!
B2B marketers need to set aside collecting metrics like page views, clicks, conversion rates and start nurturing individual leads by using the gift of social media they were given. Social Media is great for consideration so why not use it that way? Don't measure your teams on page views generated from a campaign. Measure them on how engaged they can get your leads with your content and turn them into sales.
Sales generated from your lead nurturing program are the only real measure of engagement with your campaigns!