How to use analytics to prove the impact of B2B social
In B2B social, likes and followers are nice, but alone they won't cut it.
Today's marketing leaders expect social media teams to tie their efforts directly to revenue, lead generation, and business impact. But how do you prove the real value of your organic social strategy?
Join us as we break down the essential strategies, metrics, and reporting tactics needed to showcase social media's role in driving business success.
You'll learn:
- The key social media metrics every B2B marketer should track
- How to tie your organic social efforts to revenue
- Best practices for making sense of social data and using it to refine your strategy
- How to present social media analytics in a way that earns leadership buy-in
- How analytics can help you increase advocacy adoption
Why B2B marketers need to integrate social media with their tech stack
In the world of B2B marketing, social media is no longer just about likes and shares,it's a strategic channel that drives tangible business outcomes. Yet many organizations still treat social media as a siloed effort, disconnected from the rest of their marketing operations. That's a missed opportunity.
By integrating your social media platform with your marketing automation and broader tech stack, which includes CRM, email, lead scoring, and analytics, you gain complete visibility into how social engagement influences the buyer's journey. This connection enables marketing teams to track the actual impact of social content on lead generation, nurture flows, pipeline acceleration, and ultimately, revenue.
When appropriately integrated, social data becomes a valuable part of your attribution modeling. You can identify which campaigns, posts, or even advocates are driving high-intent traffic. This insight allows for smarter budget allocation, more personalized nurturing strategies, and more informed content planning.
You'll also be able to build a stronger closed-loop reporting system. Instead of guessing which social activities contribute to MQLs or SQLs, you'll have the data to prove it. That makes social media a measurable, ROI-driven component of your GTM strategy, not just a tool for brand awareness. In today's data-driven environment, B2B marketers need to connect every channel. Integrating your social platform with your tech stack isn't just about convenience,it's about turning engagement into tangible marketing success.
Summary: 4 reasons to integrate social with your tech stack Prove pipeline impact - See how social media drives MQLs, SQLs, and closed revenue.
Enhance attribution - Include social in multi-touch models to allocate spend better.
Boost personalization - Use engagement insights to tailor, nurture, and outreach.
Close the reporting loop - Track the whole journey from social interaction to deal won.
Speakers
Matt Churchill
Social Media & Content Manager, AVEVA