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B2Bs and B2C Marketers Diverge in Social Network Usage and Lead Gen Success

By Nick Price

B2B Lead Gen

November

Firms need more tools and technology to measure success

Although they have been slower than their business-to-consumer counterparts to adopt social media

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strategies, business-to-business marketers are increasingly acknowledging

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the value of social media.

According to research from global consulting firm Accenture, almost two-thirds of B2B marketing executives view social media as an extremely important or a very important channel to interact with customers, partners and stakeholders. However, only 7% of the survey group felt that their organization was leveraging social media very heavily.