Marketers Rethink Social, Look Beyond the Buy Cycle

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93 percent of B2B marketers report they leverage social media as a marketing channel in their business but many still struggle to align it with demand generation (which means a smaller portion of the total marketing budget).

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Marketing automation solutions captured the interest of savvy Web professionals several years ago, and they are becoming increasingly sophisticated, enabling today's marketers to do a great deal more, assist in positive ways and contribute to brand's bottom lines. .

Marketing automation solution Act-On Software, for example, recently announced the availability of its new Advanced Social Media Module that includes publishing, listening, and reporting capabilities.

The module will enable marketers to better understand the value social media to their business and ultimately power the entire customer experience from the awareness and acquisition phases all the way through retention and loyalty, while also being able to measure the influence their social campaigns have on their enterprises' bottom line.


Act-On's Module will enable marketers to track social behaviors across Facebook, LinkedIn, Twitter, and Google+, and automatically score, segment, and nurture buyers. Marketers on the Act-on platform will also be able to track the conversions of social leads and attribute revenue back to specific social campaigns and channels (quantifying the impact of social media efforts on revenue and measuring the influence their social campaigns have on brand awareness, demand generation, and customer retention).

Using the module, marketers will be able to create listening streams and engage (like, comment, share, RT) their audience from one UI, publish assets from exising lead gen campaings, push social media posts to an "advocacy board" for easy sharing by others, and of course, provide reports to stakeholders.

"Marketers have focused much of their social media efforts in the Buy cycle, but they can create greater benefit by optimizing social media throughout the entire customer journey to capture loyal customers and activate advocates," said Augie Ray, principal analyst at Gartner. "No single social media metric can encompass the many ways social media contributes to a business's top line and bottom lines. To measure the impact of social media, marketers need to identify their brand's opportunities in the Buy, Own, and Advocate cycles, and select the measures that best fit those opportunities to fulfill attribution requirement."

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