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Lead-generating social media strategies using the social media performance model: The B2B connection

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Over the last decade, using social media has become an everyday activity for consumers around the world. Companies like Facebook have transformed the way brands and businesses develop and execute marketing strategies. This paper reviews the framework used to create a successful social media engagement strategy in a business-to-business (B2B) environment resulting in sales through new leads and conversions. In addition to the measurement process, it describes the results of a targeted content marketing strategy designed to generate sales through qualified lead generation for an already saturated B2B tech market using a predictive multivariate statistical model known as the social media performance model. The direct correlation between social media output and behaviour resulting in new customer acquisition sets the model apart from other measurement tools and helps make the return on social media investment more efficient for marketers. Brand strategists can use information from the model’s results to offer better messaging and encourage desired actions while becoming more efficient to meet defined goals and sought-after results.
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Keywords: B2B marketing; social media analysis; social media analytics; social media measurement; social media performance model; social strategy

Document Type: Research Article

Publication date: 01 May 2014

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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