Marketers are successfully integrating social media, search and content into their business-to-business marketing strategies, according to panelists at a BtoB NetMarketing Breakfast. When social media is "part of a full campaign where it's driving all the way to checkout, then you are able to show [return on investment]," says Lauren McCadney, CDW's senior manager of social media. Makino's Mark Rentschler cited a website visitor who viewed 45 pages before filling out a contact form, showing the need to couple search with relevant content.

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