In terms of total use, Twitter is the most popular platform for B2B social media marketing campaigns, according to new research from Pardot. However, LinkedIn is reportedly more effective in terms of generating leads with 32 percent of businesses ranking it as their primary source of web leads through social.
While only 15 percent said Twitter is their most successful platform for finding new prospects, the direct engagement it provides is proving valuable enough for most.
LinkedIn results in more qualified lead generation, which many businesses find most appealing. Moreover, blog content marketing is an effective platform for identifying new prospects, the study showed. Twenty-seven percent of respondents named their corporate blog as the strongest for lead generation.
One-third of marketers said they are not tracking their social media marketing campaigns for overall results. Still, these businesses appear satisfied with their investments, and have increased the visibility of their company on the web.
Beyond Twitter and LinkedIn, Facebook is an especially popular platform for engaging new prospects socially. However, just more than 10 percent of respondents said it is their most effective lead generator.
Brafton reported on Thursday that 41 percent of businesses plan to increase their investment in social media marketing in 2012, as the channel continues to become more popular.