Saw a stat that 68% of B2B buyers research on social before even talking to sales

I found this on LinkedIn's own data report and it got me thinking - does this mean we should be pushing more budget into social content strategy or is it just another number that sounds bigger than it actually is? Has anyone else seen their conversion rates shift after doubling down on LinkedIn or Twitter posts?

2 comments

2 Comments

mason36115d ago

Wait has anyone actually tracked their conversions from social posts back to closed deals? I used to think social was just for top of funnel stuff and maybe building brand awareness, not for actually driving sales. But seeing that 68% number made me reconsider. I worked at a B2B software company before my current job and we put almost nothing into LinkedIn content. Our sales team just cold called. Now I realize buyers are probably checking us out on social before we even reach out. So yeah, I changed my mind. Smart content could be the thing that gets you in the door before your competitors even know you're competing.

matthewperry14d ago

@mason361 Yeah it's wild how social basically works like a first date now, buyers check you out before you even ask.