In fact, the percentage of marketers (37%) choosing this option was higher than the percentage of respondents overall (31%), which includes those in IT and e-commerce roles.
A survey by Ascend2 found that social media is one of the most effective tactics for improving the quality of leads, while PathFactory and Heinz Marketing demonstrated that half (50%) of B2B buyers said that LinkedIn was one of their preferred channels for content consumption.
Almost all (98%) B2B respondents to a survey by the Content Marketing Institute (CMI) and MarketingProfs listed social media as a channel they had used in the past 12 months.
Other data points in Episerver’s research further demonstrate the positive sentiment towards social media among B2B marketers.
When asked to choose a single channel that helps their organization reach customers most effectively, 3 in 10 pointed to paid social media, putting it at the top of all options and significantly ahead of the runners up, which were paid search (16%) and email marketing (15%). Read the rest at Marketing Charts.