Using Social Media for B2B Lead Generation

The shape of business-to-business (B2B) lead generation has changed significantly over the past few years. E-mail marketing campaigns continue to deliver results, but the way in which companies interact online has moved into new realms. If internet marketers wish to succeed in the current climate, they must explore and exploit the benefits of social.

Social media tools describe services that bring people and businesses together to communicate in some form or another. Two of the finest examples of successful social platforms are Twitter and Facebook, which have attracted more than 325 million users between them.

Availing of these tools is not easy, however, not least because many firms fail to appreciate the reasons why people choose to network online. As with conventional B2B lead generation methods, simply advertising a brand online is not always enough - users, particularly companies, expect more via social media.

Using social for B2B lead generation is set to become an integral aspect of demand generation in its broadest context, while e-mail marketing campaigns can learn a lot from experienced social media marketers because exploiting social media requires an understanding of 'buyer personas'.

Buyer personas describe the personality traits, characteristics and purchasing trends of potential consumers, clients and business partners. Online marketing campaigns have suffered in the past for failing to appreciate that the same template cannot be used successfully for all firms within a particular demographic - content must match a more precise target audience. Social media can be used to fine-tune B2B marketing campaigns to the point where marketers understand their audience on a more personal level.

B2B demand generation can be facilitated in this manner because companies are appreciating the value of being represented on Twitter, Facebook and other such websites. Firms communicate through social media with their customers, clients and business partners - tapping in to this vital mode of networking can stimulate lead generation across the board.

Of course, simply liking other firms on Facebook or following companies or investors on Twitter is unlikely to reap dividends. In order to utilise social media fully, firms must follow, be followed, like and be liked; furthermore, marketers must work hard to generate viable B2B content that can be used for lead generation.

Social media is not a direct replacement for conventional forms of lead generation such as e-mail marketing, but it has moved the goalposts. Companies can use social networks for advanced networking, targeted content delivery and integration with new and existing channels of B2B marketing - but only if the task is undertaken in a careful, deliberate manner.