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B2B Inbound Marketing: The Twitter Effect

With increased attention on delivering bottom-line results, ROI on marketing investments is a major concern for all B2B marketers. If your company is still using outbound techniques to generate leads – such as expensive print advertising, direct mail and telemarketing – you’ve probably noticed that these techniques are not as effective as they used to be.

We believe that technology has got a lot to do with it. Buyers are reading magazines online, tossing unsolicited mail and using caller ID to screen phone calls. That’s why using B2B inbound marketing techniques – such as blogging and social media – 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 traffic and leads they received and the number of followers the company had on Twitter.

Twitter Followers and Website Traffic
The HubSpot study found a strong connection between the number of Twitter followers and website traffic.

B2B Inbound Marketing Twitter Effect 1


Twitter Followers and Sales Leads
Companies with more Twitter followers also received significantly more sales leads.

B2B Inbound Marketing Twitter Effect 2


The above 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.