Social media must integrate with lead generation efforts. For B2B digital marketers, that’s a foregone conclusion.
Social media’s fit with lead generation can be challenging to grasp at first. This is partly because communication processes in a traditional B2B lead nurture “funnel” are visualized as sequential – Awareness => Interest => Consideration => Sale.
Visualizing a funnel helps marketers tailor emails and other content to the steps prospects take as they move toward a purchase.