Twitter marketing: B2B tech brands generate above average leads via social media content

Published on
by Brafton Editorial
​Twitter proves its audience-targeting capabilities with new research from Compete.

As social media marketing becomes an increasingly standard practice for brands across the world, sites like Twitter must advance their ad offerings to attract wider markets. In the social network’s recent assault on the marketing world, several new features help businesses get their social media content in front of the right users by taking advantage of Twitter’s new audience-targeting capabilities. A recent post published to the network’s official blog addressed B2B tech brands looking to generate more leads online via Twitter marketing initiatives.

The social media company highlighted results from its recent work with Compete. The report evaluated the impact Tweets can have on B2B tech audiences. Compete looked at more than 6,000 Twitter users as they engaged ​over 400 B2B tech sites at the end of 2012. Twitter highlighted​ ​two stand-out stats from the study:

  • Fifty-nine percent of site users visited B2B tech sites during the allotted time frame, compared to 40 percent of average online consumers. 
  • Twitter users actively search for B2B tech brands – 30 percent look for these companies, while only 12 percent of average internet users do the same in search.

Twitter clearly has a vested interest in creating demand for its own ad offerings, and the company will target various niche business sectors periodically to broaden its reach. To increase the value of the network, Twitter continues to test new marketing options​.​

According to MarketingLand, Twitter’s new lead-generation tool offers users the opportunity to download a file – e-book, white paper, infographic – in exchange for contact information. The simple product could help social media marketing professionals generate meaningful leads online. While Twitter has yet to officially acknowledge it’s testing this feature online, TechCrunch also covered the product in mid-February 2013.

Twitter noted that 11 percent of users who engaged Tweets from a B2B tech brand converted shortly after, compared to only 4 percent of average web consumers. With the eventual introduction of its latest lead-gen product, tech brands may discover that their best social media marketing asset communicates with prospects in fewer than 140 characters.

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  • http://twitter.com/AbeerZablah Abeer Zablah

    i think twitter can benifet from nich marketing more than from regular consuming product because of the hashtag

    • TedKarczewski

      Hi Abeer,

      I disagree – sure, the hashtag feature helps Twitter members find content from niche brands, but the reach of a brand name on the site can benefit its overall marketing efforts. For example, McDonald’s responds to social chatter on a real-time basis by tracking more than just hashtagged keywords – it’s about listening in on social discussions and timing the perfect response.

      Check out this article we wrote on McDonald’s and how they use social media as a marketing channel!

      http://www.brafton.com/news/social-media-marketing-and-fries-how-mcdonalds-monitors-social-chatter-for-brand-success

      Thanks for reading!

      All the best,

      Ted Karczewski

  • http://twitter.com/JasonMillerCA Jason Miller

    We have had great success using Twitter for lead gen. I have seen CTRs on a few of our campaigns coming in above 14%. The important thing for B2Bs is to track Twitter (and all social channels) as a lead source using a multi-touch attribution model. Twitter helps accelerate the funnel, but it’s hardly ever a first touch sales too. The new lead gen tool looks interesting, but the interest targeting is the real opportunity here.

    Jason Miller – Marketo

    • TedKarczewski

      Hi Jason,

      I agree. People tend to connect with brands they’re already interested in on Twitter. It’s about cultivating relationships with followers and positioning content in front of people, without coming off as too spammy. The new lead-gen tool can help marketers glean a clearer idea of what piques their audiences’ interests online.

      Thanks for reading!
      Ted

  • http://www.facebook.com/bnkg99 Ben Green

    Twitter can give your social media marketing strategy a very wide scope as you’re broadcasting to a huge potential audience. The aim of social media marketing is to reach as many people as possible and that is what B2B companies are achieving with Twitter.

    • TedKarczewski

      Hi Ben–

      I agree. A lot of people think of LinkedIn when they concept a B2B social media marketing strategy, but Twitter hosts such a diverse group of people who engage with both friends and companies that it’s hard to overlook the network.

      Thanks for reading!
      Ted