While social media has matured as a foundational element of B2B and life science marketing, the pressure is mounting to justify its impact on the bottom line. This challenge has marketers exploring social media tactics that support lead acquisition and prospect nurturing. By pushing social media beyond its traditional brand building and thought leadership benefits, marketers can create measurable value in terms of supporting the sales pipeline and accelerating prospect conversion.
This marketing brief will explore social media’s lead generation benefits, the role of content, the most effective channels, and the best measurement and evaluation methods.
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