Analysis: Facebook's B2B efficacy claims are backed by little data

02/20/2013 | Inc. online (free registration)

Marketers are split on the value of Facebook for business-to-business selling, writes Erik Sherman. Facebook cites the example of a HubSpot campaign that reaped a 71% sales increase to counter disenchantment, but Dan Levy, director of small business at Facebook, "doesn't have general results for the efficacy of B2B marketing campaigns," Sherman writes. "It is true that Facebook users often are in business, and it is possible to target SMB-affiliations with the self-serve ad tools," Sherman adds, although "you will have to run tests" to see if it can work for your company.

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