Reporting with Confidence: How to Measure B2B Social
Social media managers don't have it easy.
You're expected to be an expert on everything from creating content, increasing engagement, expanding reach, and more! If that's not enough, you are also responsible for defining KPIs and reporting, to show the true ROI of social up the chain.
But how do you go about doing that?
Jessica Skarzynski, Social Media Manager at Benefitfocus, will be sharing the reports she has built over the last year to prove the value of social media on our upcoming webinar "Reporting with Confidence: How to Measure B2B Social" on Thursday, August 25th, 5pm BST/12pm EST.
Social media managers are expected to know all the social media metrics inside and out, register to learn how Jessica measures social media with confidence.
She'll uncover how her team:
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Built custom reports and which metrics are a must-have
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Interprets social data to make informed decisions that ensure continued social media success
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
Jen Gutman
Director of CX Marketing, Oktopost