As marketers constantly looking for ways to do more B2B lead generation, we’re always on the lookout for innovative ways to increase leads and boost our business’s growth. However, not all platforms yield the same results. Particularly, social media might not be the right place for a small to medium-sized B2B company looking for lead generation in 2023. Surprised? Let me explain.

Although social media has proven to be a powerful tool for B2C businesses, owing to the strength of word-of-mouth and the vast consumer base, the scenario is different for B2B marketers. The reason? It all boils down to scale. A B2B company can generate significant revenue with a much smaller clientele than a B2C company. Hence, the power of scale that social media provides doesn’t hold the same value.

In the time and effort spent on building relationships on Twitter or any other social media platform, you could have invested in email campaigns, whitepapers, webinars, and seminars. These strategies typically offer a much higher return on investment and lead generation for B2B businesses.

That’s not to say social media has no value for B2Bs. For larger B2B businesses, social media can be a potent tool for providing customer support and even garnering recommendations. However, for most B2B businesses, it’s essential to weigh the high cost per lead and the opportunity cost of not investing your resources into marketing campaigns that yield a higher lead conversion rate.

One exception to this rule might be LinkedIn, primarily because it functions more as a personal brand-builder than a company brand-builder. It can be an excellent tool for personal networking and, in some cases, lead generation. Nevertheless, a LinkedIn company page alone might not offer significant returns. In a future blog, I’ll dive deeper into ways individuals can leverage their personal LinkedIn account for a fruitful return on their time investment.

Remember, each business is unique, and so are its marketing needs. It’s crucial to explore and understand what platforms and strategies work best for your B2B business. Keep your eyes open for my upcoming blogs, where I’ll be sharing more lead generation insights and trends for 2023.