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LinkedIn Beats Twitter and Facebook in B2B Conversions

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Among three leading social networking platforms—LinkedIn, Twitter, and Facebook—LinkedIn is the most effective source of leads for B2B companies, according to data from HubSpot.

In a study of 3,128 HubSpot B2B customers in 2011, LinkedIn generated a visitor-to-lead conversion rate of 2.60%, on average. That's four times higher than the average visitor-to-lead rate for Twitter (0.67%) and seven times higher than the average rate for Facebook (0.39%).

Moreover, LinkedIn is growing faster than Twitter and Facebook

Though LinkedIn now ranks behind Twitter and Facebook in monthly user activity, LinkedIn is growing at a much faster rate than both social networks, according to separate research from Compete.


LinkedIn attracted some 28.1 million unique visitors in March 2012, up 7.3% from 26.2 million in February, and up 60.7% from 17.5 million one year earlier.

By contrast, Twitter attracted 42.0 million unique visitors Twitter in March, up 35.5% from 31.0 million visitors a year earlier. Facebook attracted 169.9 million visitors in March, up 20.7% from 140.7 million a year earlier.

About the data: Findings are based on data from 3,128 B2B HubSpot customers that generated traffic and leads from social media in 2011, collected via the HubSpot system.


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Comments

  • by Louis F Vargas - Local Leads HQ.com Wed May 2, 2012 via web

    We have been using LinkedIn to connect, build a network and market since 2008. It is indeed a more targeted and responsive market segment for B2B segment.

  • by Kim Hamilton Wed May 2, 2012 via web

    I completely agree. We built our marketing plan around LinkedIn and it has delivered. In B2B marketing there is no other choice.

  • by John Harris Thu May 3, 2012 via web

    Certainly an interesting stat, but:

    Just a flat data dump of where inbound traffic came from
    No consideration for how they were encouraged to click through
    No analysis of calls to action vs links from info page vs links in signatures vs...
    Prospects on each of the services need to be marketed to differently. Without the above information, the stat is just a stat and not something to trust as a guide.

    On the surface, the numbers are really just a "Duh!." Linked in is targeted to businesses who want to do business. Neither Twitter or Facebook fit this model. I would suspect the same concept would point to Facebook as the leader if your conversion metric was number of attendees at a social event.

    So, is this truly relavent data, or just more internet information clutter? Frankly, I find it to be content that is void of usable information, and another fine example of HubSpot link-bait.

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