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B2B Inbound Marketing: The Facebook Effect

During the last few years, everyone has thought about how to retool their business for a very different marketing world. Until recently, everyone followed the same formula to make some marketing noise: Sending out press releases, running full-page ads in the preferred industry bible and attending key industry trade shows. But, customers today are trusting colleagues, not marketers or media. They value conversations, not monologues. They want content, not brand messages.

That’s why using B2B inbound marketing techniques – such as blogging and sharing your posts on a Facebook business page – is a much more effective way to reach your prospects. In fact, our partner HubSpot studied data from 4,000 customers and analyzed the relationships between the volume of website traffic and sales leads they received and the number of fans the company had on its Facebook business page.

Facebook Reach and Traffic
The HubSpot study found a strong correlation between the number of Facebook fans and website traffic.

B2B Inbound Marketing

Facebook Reach and Sales Leads
Companies with more Facebook fans also received significantly more sales leads.

B2B Inbound Marketing Facebook 2b

The graphs provide index numbers for traffic and lead volume. (The index numbers are based on a base level of 100 times the ratio to the base value.) The underlying growth was calculated with median values of HubSpot’s customer base.