One of the most common myths about social media marketing is that it is a powerful lead generation engine for B2B companies, where there are a lot of claims that social media marketing in the B2B space can generate positive ROI. The truth is that it is really hard to proof this claim, as for B2B companies, social media (especially organic engagement) is more about building brand awareness rather than an actual lead generation channel. Your prospects and customers only follow or check B2B social media accounts to get updates and news about what’s going on in the company or validate if it’s still active and reputable. It’s very rare to get actual prospects from social media marketing in the B2B environment unless you are investing on paid social media ads/campaigns..
Contributors: Mike Khorev from Nine Peaks Media