In this two-part post, I'm going to examine social media. If your company is like many b2b organizations, it pays lip service to the importance of social media monitoring and participation but fails to adequately fund it.
Although social media undeniably attracts b2b marketers as a bright and shiny thing, it often gets shortchanged at budget time because its ROI is rather challenging to demonstrate. This is somewhat understandable. Our CFOs are accustomed to calculating ROI in lead-generation terms; from there, it's a big leap to contemplate the “return on relationship.”
Yet, as marketing leaders..... Read more.