Most B2B social programmes optimise for engagement metrics that never reach a sales conversation. Here is how to connect social activity to revenue.
Choose depth over breadth
For most B2B companies, one platform done well beats five done poorly. LinkedIn remains the centre of gravity for B2B attention — focus there first, with a clear point of view and consistent publishing rhythm.
People outperform logos
Content shared by founders, consultants and subject-matter experts reaches further and converts better than brand-page posts. Build an employee advocacy programme that makes it easy for your experts to share insight in their own voice.
Connect to pipeline
Use UTM conventions, CRM integration and multi-touch attribution to see which social activity influences opportunities. When social is measured on pipeline contribution, budget conversations change completely.
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