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Does Social Media Posting Drive Engagement for B2B SaaS Firms?
The short answer is no.
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:
Gartner reports on how B2 buying groups spend their time now:
