TopRank Online Marketing

Eliza Steely

How IBM Turned B2B Social into a Lead Gen Machine & How You Can Too #SESCHI

Eliza Steely on Nov 7th, 2013     B2B, Marketing PR Conferences, Online Marketing, Search Engine Strategies, Social Media

B2B Lead Generation

IBM is famous—there’s no doubt about that. They’ve been known for everything from innovative products to impressive profits. But at SES Chicago, they’re known for their ability to generate leads from social—something B2B companies don’t necessarily always do well.

90% of brands say they measure social engagement, but only 15% of CMOs say they can quantify social ROI. Clearly, there’s some sort of disconnect that needs to be addressed. Michelle Killebrew and John Lee bridged the gap in their presentation with an IBM case study on how B2B companies can leverage social media for lead gen.

What IBM Did

Killebrew shared a case study that serves as a powerful example of how IBM used social to take their website and social to the next level:

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