Being a B2B CMO can often feel a lot like this:
For many marketers, social media is the great white buffalo of a marketing plan. With its many moving parts, many shy away from it or use it ineffectively because they’re unsure of how to match social media key performance indicators, or KPIs, with their brand objectives. But even if KPIs are being measured, measuring the wrong ones often leads marketers to believe that their social media efforts aren’t providing real ROI. Here is a brief walkthrough to help you identify which social KPIs are most important for brand awareness.
Most marketing managers won’t even consider adding social media to their marketing mix unless ROI can be proven in black and white. Many are under the impression that social media simply doesn’t work in the B2B space, and that social is only good for customer service and personal use.