The number of U.S. B2B companies using social media for marketing reached 89% of the total sector in 2011, according to an iTracks survey. B2B marketers favored LinkedIn, with 58% of companies using the network. Marketers still are learning to use social media for leading prospects back to company websites for further interaction. "In addition to exposure metrics and engagement, marketers will need to develop strategies and goals with measurement in mind and follow their customers throughout the buying cycle to make that connection," eMarketer analyst Kimberly Maul says.
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