Have you ever had the feeling that things don’t exactly add up? Like when a salesperson is pitching you how innovative and disruptive their company is, and then you discover their executives aren’t even on social media? Now I have no proof that this scenario results in lost sales. …

I’m a big fan of account-based marketing (ABM). I like how it forces B2B marketers to be specific about which companies and job titles they are trying to reach and engage. No made-up “Clark the CIO” personas with ABM. Just real people, with real roles, at real companies. This approach…

CEOs and CMOs like to have a North Star metric, that one KPI they monitor religiously to make sure the business is moving up and to the right. When it comes to social media, this key metric has changed over the years. In the early days of social, it was…

LinkedIn is the social media platform of choice for B2B marketers. Makes sense given the 700+ million business professionals worldwide that use it to stay connected, informed, and career enhanced. It’s no surprise then that I often get asked: “How do we increase the number of followers on our LinkedIn…

When it comes to social media, what’s the number one goal of most B2B marketers? It’s brand awareness. That shouldn’t come as a surprise since social media is great for getting on the radar, building trust, and staying top-of-mind with prospective customers before they’re ready to buy. But there are…

I’ve written in the past about why you need to enlist employees as advocates for your company. The good news is most B2B marketers now get the importance of putting an employee advocacy program in place. …

“Our buyers don’t do social media,” that’s what I heard from B2B marketers way back in 2010. Over time, these marketers came to realize that social media is “table-stakes” if you want to reach and influence decision makers early in the buying process. Today, the typical B2B social playbook is…

Influencer marketing is exploding in popularity with brand marketers. Why is that? In a world in which consumers no longer trust traditional advertising, digital marketers are turning to social media stars to pitch products at hard-to-convince millennials in an amplified and authentic manner. And it’s working. But paying digital personalities…

Here at Leadtail, we’ve been riding the B2B social media influencer marketing bandwagon for some time… even as many B2B marketers have been slow to jump on with this new marketing approach. Admittedly, we have an advantage. Our social media research has given us insights into who are the top…