Delivering quality leads is a more important objective for B2B marketers in the US than driving more leads – but it’s also a bigger challenge. That’s according to DemandWave’s 6th annual State of B2B Digital Marketing Report, which examines the channels, content types and social platforms that B2B marketers are using to generate leads.
B2B marketers appear to be relying on a few key social media channels, with LinkedIn (89%), Twitter (86%) and Facebook (82%) closely bunched at the top. Even so, two-thirds reported using YouTube, which speaks to the popularity of video content. Research has also suggested that B2B marketers are using YouTube for video search optimization purposes.
As expected given its preeminence in the B2B world, LinkedIn is easily seen as the top social platform for lead-generation. The 62% noting that LinkedIn drives leads for them was almost double the proportions for both Facebook (37%) and Twitter (34%). Read the rest at MarketingCharts.