B2B Social Media Engagement

Does Social Media Posting Drive Engagement for B2B SaaS Firms?

The short answer is no.

John Mecke
5 min readFeb 14, 2022


Most B2B SaaS companies use a portfolio approach to demand generation. Techniques like Google Ads, LinkedIn posts, Twitter posts, Facebook posts, email campaigns, and webinars are used to drive leads to the top of the sales funnel. Many firms cite that the buying process for B2B software products has changed. The majority of buyers, according to Gartner, spend the majority of the buying process not engaging directly with a SaaS firm’s sales force, but on independent web-based research. Social media activity is used to drive prospects to the top of the sales funnel. Yet, recent research has shown that the return on these investments is poor. Does Social Media Posting Drive Engagement for B2B SaaS Firms?

The Promise of Social Media Posting for B2B SaaS Firms

Databox, a provider of analytics solutions, reports that 75% of B2B buyers use social media to make their purchasing decision. They report:

B2B SaaS Social Media Lead Conversion


Gartner reports on how B2 buying groups spend their time now:

Gartner 201 buying group time distribution


Mordor Intelligence reported that the social media analytics market was valued at USD 7.26 billion in 2020 and is expected to reach USD 25.96 billion by 2026, at a CAGR of 23.3% over the forecast period 2021–2026.

Does Social Media Posting Actually Drive Engagement for B2B SaaS Firms?

A lot of money is being invested by B2B SaaS firms in using social media to drive engagement and leads to the top of the sales funnel. I focus on enterprise product management. One firm in my industry is Product School. They are a leader in Product Management training with a community of over one million product professionals In 2021 they raised $25 million from private equity firm Leeds Illuminate. Product School…



John Mecke

John has over 25 years of experience in leading product management and corporate development organizations for enterprise firms.