More than half of B2B marketers don’t rate their ability to measure social, despite the fact that 84% believe it’s an important tool for their department.
These findings are drawn from a new report, published by B2B Marketing and immediate future, which surveyed 150 marketers to find out the state of social media measurement, social selling and lead generation.
The report also found that a huge 59% of marketers admit to not knowing either the amount of pipeline revenue or actual revenue generated through social every month.
When it comes to lead generation, the findings are not much more positive: some 89% of respondents admit to not having social lead generation targets in place.
Jess Pike, senior editor at B2B Marketing, said: “The findings around lead generation beg the question: without knowing what they want to achieve, how can marketing departments accurately judge the effectiveness of the tool?”
Katy Howell, CEO of immediate future, said: “The biggest mistake with measurement is trying to measure as you go along. Plan the customer journeys through the sales pipelines, and look at the touchpoints you can measure on social, on your website and by simply asking your colleagues in sales for their reports.
“Don’t just take a stab at KPIs either: define the metrics. Some solutions can be easy – a separate landing page, a tweak to an existing CRM – but others will be longer-term investments, requiring buy-in and technology.”
