B2B marketing has become increasingly reliant on social media, and executives should be on the ball as new trends surface in the field. Equally important is that marketing teams should be aware of these strategies and be able to explain to their bosses the importance of what is happening in this sector. Getting buy-in on crucial developments, such as in-house investments through new hires and executing strategies, becomes extremely important (1). As a consequence, marketing staff should be able to supply key performance indicators that are relevant to the success of the business in social media.
Of course, like any trend, KPIs in the field of social media are subject to change. Executives should stay ahead of the curve by at least paying attention to what's new. Aubrey Flynn, brand content director at vodka maker Ciroc, noted that beyond sales and leads, engagement in the form of buyers discussing or talking with the brand at length can have significant results in how other businesses effectively view a company (2). Reach is another metric that has gained relevance in recent years, for it determines how many companies are actually seeing the marketing another firm does. Still, these new parameters are considered at best second to revenue and return on investment based on the cost of the campaign.