55% of marketers have closed deals from social media leads, according to a November 2011 report from Webmarketing123. Data from the “2011 State of Digital Marketing Report” indicates that marketers have had the most success with Facebook, with 40.7% saying they have closed a deal from a Facebook lead. Roughly one in 5 have also closed a deal from a lead generated on LinkedIn or Twitter. 68.4% of marketers say they have ever generated a lead from a social network, with Facebook (47%) again ahead of LinkedIn (34.8%) and Twitter (33.8%).
When breaking the data down by marketing groups, some differences emerge. While Facebook has generated leads for 73% of B2C marketers, ahead of Twitter (40%) and LinkedIn (12%), it takes second rank for B2B marketers. Of those, 44.6% say LinkedIn has been effective in generating lead flow, with Facebook in second (35.1%), and Twitter (31.6%) in third.
In fact, among B2B marketers, more (35.3%) have never generated a lead from a social media site than have from Facebook or Twitter.
Facebook’s lead flow success among B2C marketers may be derived from their heavy activity on the network: an impressive 75.3% of B2C marketers say their brand is most active on Facebook, far outpacing those who say they are most active on Twitter (8.4%). LinkedIn fares poorly once again with this group: more B2C marketers report not using any social networks (7.9%) than being most active on LinkedIn (6.2%).
Meanwhile, while LinkedIn has proved most valuable to B2C marketers for lead flow, just 25.3% say they are most active in the professional social network, behind Twitter (25.6%) and Facebook (34.6%).
60% of marketers are planning on increasing their social media marketing budgets in 2012, ahead of 53.1% who plan to increase investment in SEO, and 40.2% who plan budget growth for their PPC activities. While a small minority plan a decrease in SEO and social media budgets, almost one in 10 say they will drop their PPC funding levels.
93% of marketers use social media to market their businesses, according to a survey from SocialMedia Examiner. Data from “2011 Social Media Marketing Report” also indicates a significant 90% of marketers said that social media is important to their businesses. 49% of marketers engaging in social networking have less than one year of social media marketing experience. Another 39% have been using it for one to three years, with 11% having more than three years of experience and only 2% having no experience (figures total more than 100% due to rounding). In addition, study data indicates more B2B companies have been using social media longer (52.6% reported one year or more) than their B2C counterparts (46.2% indicated 1 year or longer). In 2010, only 31% of marketers were using social media for one or more years. Now that number has grown 61% to 50%.
About the Data: Over 500 US marketers participated in the Marketing123 survey. 66.9% were B2B marketers, while 33.1% were B2C marketers.
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