There are conflicting views on social media's place as a B2B lead generation tool. However, it can be difficult for B2B marketing professionals to attract high-quality leads, and Twitter in particular may be an untapped resource that helps them connect with influencers in the industry.
It's important to understand how buyers use Twitter as a critical part of their research processes. Because these individuals are on the hunt for more information, they are more likely to visit a B2B website after seeing a tweet from the brand (1). Additionally, seeing tweets from a particular company makes decision-makers more likely to seriously consider the brand as a contender. Firms that leverage the power of Twitter can take advantage of this. Use tweets to link to case studies or product demo pages that may otherwise be buried deep within a website.
Utilizing video through tweets can also help B2B marketers garner more attention (2). Twitter is a highly versatile tool that allows B2B marketers to connect with their audience on a number of different levels. Since so many decision-makers use this tool to stay up to date on industry news, it should definitely factor into any lead generation strategy.