Twitter and B2B Lead Generation


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When it comes to social media marketing no business wants to be left behind. It’s mostly free, elicits immediate response and has tremendous reach. Employees and executives are encouraged to ‘tweet’ new products/services and events, keep in constant touch with the target market and manage customer relations when the waters get choppy. And Hollywood thrives on it.

However, while Twitter, Facebook and YouTube, etc. were earlier being used for B2C communications, today social media is being touted as a cost-effective B2B lead generation machine.

Let’s look at some recent examples of B2B companies using Twitter and other social media tools:

  • Networking giant Cisco saved $100,000 on a product launch by using social media. The trail blazing campaign was given the 2010 Leading Lights Award for Best Marketing. However, LaSandra Brill, senior manager, social media, Cisco agreed that social media does not replace sales interaction; it just helps speed it up. We know that this launch cost one sixth of a traditional one but I’d like to know more. Its success with demand generation for instance! The question is what is the protocol to convert awareness generated by social media activities into qualified leads? From a tactical perspective social media may have replaced traditional means of go-to-market but at the end of the day, what is the final output?
  • Closer home, Kinaxis, the Canadian supply chain management company’s Learn, Laugh, Share and Connect strategy exceeded expectations. 2.7 times increase in web traffic and 3.2 times increase in inquiries. They used LinkedIn, Twitter, a free public forum and the company blog to reach out. But let’s not detract from their main idea here…brand awareness. They’re hoping that their social media effort will generate business down the road. Let’s wait and see! Again, how do you convert this increase in brand awareness to a B2B sales ready lead?
  • Encouraged by the social media buzz, UPS is launching a new logistics campaign to boost its credentials with small businesses. The company’s new Twitter and Facebook pages will no longer be a complaint forum but include a variety of media and case studies on the benefits of logistics in life. These social channels will complement the B2B discussions on the UPS website. Will this generate the small business inquiries they’re looking for? And in what numbers? Only time will tell.

Results speak louder than words. Show me the numbers and I will become a believer.

Share your thoughts on Twitter and B2B lead generation.

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


  1. Twitter, Facebook, and other social sites are ideal for B2B launches, since they funnel users easily to websites and blogs. Tools such as Cotweet and Amplify make management and cross-posting easy. I’m using these successfully to launch a new business at – a free webpage. Businesses should use social networks as much as email campaigns if they want to extend their brand awareness.

  2. To continue with the “Lead Generation” theme: (Nice blog spot here by the way)

    I don’t know if the rest of you agree but, the obvious difference between a lead generation program and an appointment setting campaign is that a lead generation program stops one step short of setting a qualified appointment. Some clients, involved in a complex sale that requires a vast knowledge of the industry or strong knowledge capital, prefer us to qualify the lead and then hand it over to the client to have an in-depth business discussion and qualify the lead more thoroughly before they actually set a qualified appointment.

    What you have to do is Select Target Campaigns: Some of our clients (Tech Company Lead Generation) request that we focus our cold calling to set qualified appointments on a short list of select targets. The Select Target campaign involves calling multiple times collecting information and escalating the qualification process until we set a qualified appointment. For enterprise targets involving a complex sale we can contact multiple decision makers and influencers to schedule a qualified appointment with each executive. All B2B appointment setting campaigns are customized to meet your needs.

    The Bottom Line. Would sales increase if your salespeople and agents spent more time with qualified prospects and less time trying to find them? Appointment setting isn’t just a necessity – it’s an essential resource to help capture market share, build your business and achieve your revenue goals.

    Here is what we offer, what do you people think in here about this?

    * Decision Maker appointments
    * You receive every email and communication with prospects (audio recordings)
    * (No Shows for you = 0%)
    * We have lists of over 25,000 potential prospects in the U.S.
    * We can use your CRM list if requested
    * Unlike most Lead Gen firms, you can directly call our Bus. Dev. people anytime
    * Your account status is done DAILY by Phone not email like our competition
    * Fast turnaround of your project
    * Cost savings and revenue increase
    * Significant improvement in the quality and productivity of your business

    Honestly, every post that you see on the web describes the next BIG methodology when it comes to B2B Lead Generation. At my company Partner Source, which is located in Minneapolis, Minnesota, we approach the Lead Generation subject with science, as it is our business.

    You have to have values that you stand by as an organization, Partner Source Values: Our principles define us. We stand for: Qualified appointments, results, performance and quality above all else. Outstanding Client Service is our dedication to responsiveness, consistent and effective communication with no surprises, and always meeting deadlines. Absolute honesty and integrity. Continuous Self-Improvement – the spirit of mastery. Making a difference with each person, every minute, every call, every day. We are dedicated to our client’s total satisfaction.

    Glenn Wright
    Partner Source Minnesota (B2B Lead Generation)

  3. No doubt, nowadays social media is used as an essential marketing tool and you can gain a huge amount of traffic from it. If you have good writing skills and you can engage the audience with your content then you can utilize the social media for your business effectively and efficiently generate leads from them. You can also make your marketing campaign successful through it.


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