B2Bs and B2C Marketers Diverge in Social Network Usage and Lead Gen Success
Firms need more tools and technology to measure success
Although they have been slower than their business-to-consumer counterparts to adopt social media
strategies, business-to-business marketers are increasingly acknowledging
the value of social media.
According to research from global consulting firm Accenture, almost two-thirds of B2B marketing executives view social media as an extremely important or a very important channel to interact with customers, partners and stakeholders. However, only 7% of the survey group felt that their organization was leveraging social media very heavily.
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