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With so much accurate data at our disposal, why does B2B have such a big problem with social media measurement? As it stands, nearly two-thirds of B2B marketing leaders feel their organisations don’t trust their data. Alarmingly, Forrester predicts this figure will continue to rise during 2025. Why is that the case, and what can you do to buck the trend?   1. Buyer journeys are more complex than ever  It’s no l...

Social media is great for B2B lead generation, but only if you approach it with care and plenty of patience. I can say this from experience. I’ve seen lead gen campaigns that have flourished and delivered better results than any initiative the client has previously attempted. And I’ve also seen tumbleweeds, with more and more budget being thrown at the problem to no great effect. Thankfully, the latter is quite e...

You’re already well aware of the power of B2B influencer marketing, but how does it all work in practice? What does a B2B influencer marketing strategy actually involve? There’s a tonne of blog posts about the changing digital landscape and how influencer marketing can ‘propel brands to reach new heights’ – we’ve all seen the generic AI-generated ones. But we’re here with some top tips and real-life exa...

Ever since Elon Musk took over Twitter in 2022, fired the majority of its employees and renamed it X, there have been concerns about the future of the social network formerly known as Twitter.  The big question is: is it time to leave? For the past two years, concerns about the increasing volume of fake news, conspiracy theories and extremist views, apparently propagated by bots and foreign powers have dominated med...