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Lead-generating social media strategies using the social media performance model: The B2B connection
Over the last decade, using social media has become an everyday activity for consumers around the world. Companies like Facebook have transformed the way brands and businesses develop and execute marketing strategies. This paper reviews the framework used to create a successful social media engagement strategy in a business-to-business (B2B) environment resulting in sales through new leads and conversions. In addition to the measurement process, it describes the results of a targeted content marketing strategy designed to generate sales through qualified lead generation for an already saturated B2B tech market using a predictive multivariate statistical model known as the social media performance model. The direct correlation between social media output and behaviour resulting in new customer acquisition sets the model apart from other measurement tools and helps make the return on social media investment more efficient for marketers. Brand strategists can use information from the model’s results to offer better messaging and encourage desired actions while becoming more efficient to meet defined goals and sought-after results.
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Gary B. Wilcox is the John A. Beck Centennial Professor in Communication at the Stan Richards School of Advertising & Public Relations. He is also an associated faculty in the Department of Statistics & Data Sciences and the Center for Health Communication at UT Austin. Dr Wilcox holds a PhD from Michigan State University and two degrees from UT Austin. His recent research interests include unstructured data analysis, social media analytic models and advertising’s effects on alcohol products and brands.