Most of the B2B buying cycle has passed before prospects have made contact with a company. That's one of the reasons social media is so important, even if it is unlikely to involve millions of fans. Making an offer at the end of a blog post is a simple way of deriving leads from the social sphere, and aligning your social media with the overarching business goal for doing it -- sales or lead-generation -- will determine what you need to measure, Jeffrey Cohen writes.

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